A brand reflects a company's promise to key stakeholder groups. It is therefore critical to identify and shape the role the brand should play in achieving business objectives.

We start by helping our clients understand their situation, using a number of assessment tools, including:

BrandDueDiligence - a way to rapidly and objectively assess the strengths and weaknesses of brands and identify branding options. It is particularly suited to M&A situations or brand portfolio reviews
OpportunitiesAssessment - helps identify where brand-based value is created, captured and destroyed and the risks and costs of change
VisualAudit - an essential part of reviewing the scale of any re-branding exercise together with its likely cost

These assessments test equip us for the next stage: defining a clear Vision and Values to set out an unambiguous frame of reference for the brand. Increasingly, we are also asked to define new Value Propositions that bring brand strategies to life with customer groups and employees, or articulate existing propositions more clearly.