In today’s mobile digital world our motto “Your brand is your business; your business is your brand” has never been more true. Since the birth of the internet, our team of brand strategy consultants has brought together brand and digital experts to define digital brand strategies, articulate brand purpose, define value propositions and plan digital transformation programmes. Their focus is to ensure brand and digital strategies always align to support business strategy and achieve business goals.
Our consultants' strategic expertise can be applied to planning start-up brands, rebranding and repositioning tired brands, brand naming, digital transformation and designing award winning brand identities and user experieces across all customer touchpoints.
Our brand and digital strategy consultants have international experience across a wide range of industries, but with particular expertise in sustainability across banking, financial services, travel, hospitality and luxury. We are now actively engaged in several 'green' branding projects, where we already have experience in sustainable branding in energy, smart climate and mobility.
Sustainable brand purpose
Why does a brand deserve to exist? A simple enough question, but a complex response is not the answer.
We live in a social world where 2-way communication (engagement) is key. Brands can no longer just broadcast what they do and expect consumers to believe their promises, especially if they act as if profit is their only purpose. Profit is not a purpose, it's a result. Today, brands must take full responsibility for their actions and demonstrate that their business models are sustainable, and do not deplete natural resources, are on the journey to net-zero and are scially responsible. Brands that are not sustainable, or worse, pretend they are by "greenwashing", won't deserve to exist and, before long, customers will call them out.
The need for a compelling purpose that unites leadership, colleagues, partners and customers has never been greater. It must explain 'why' the brand deserves to exists and can be written bottom-up or top-down, as long as its simple.
Our brand strategy consultants help our clients define brand purpose, vision and mission, with aligned value propositions that will resonate with customers and differentiate from competitors. We take today's narrative and values and ask simple questions. Then we deconstruct the answers before rebuilding the story in a step-by-step process to define the brand's true purpose, based on precise inputs that are both accurate and ring true with employees and customers alike. This provides the answers to three critical question: Why? How? What?
Similarly, when creating new brand names we deploy a methodical process that is aligned with the brand strategy, reinforces the brand purpose and uses filters for domain name availability and trade mark searches, conducted by expert trade mark attorneys.
Once the brand's strategy and purpose have been clearly defined and validated - with the brand being able to deliver on its promise - the brand strategy can be brought to life by designing seamless brand experiences.
We all know what has happened to retailers who underinvested in e-commerce. The pandemic accelerated the shift to digital, home delivery has become ubiquitous and department stores have gone bust.
Change is ripping through many industries, driven by innovative technologies and disruptive business models. supply chains are being re-thought and intermediaries are in danger of being disintermediated. Agility is an essential ingredient in every digital transformation and investment in continuous digital improvement should be on every board's agenda.
Our strategy consultants can define digital strategies to leverage many brand opportunities by reaching new markets, lowering the cost of customer acquisition, improving customer engagement, digitising or transforming processes, increasing conversion and lowering cost/income ratios.
Data has been the hidden gold of the digital industrial revolution and marketing automation has realised startling improvements in marketing effectiveness, but with this comes the need to protect customers' privacy and security. Here, too, we can help, by designing compliant processes and systems to harness the value of data whilst complying with GDPR regulations.
Brand and digital strategy come together in many of our programmes, where we rebrand existing businesses or launch a challenger brand into a competitive market. At Nucleus brand + digital is just the way we think.
Take a look at some of our strategy case studies to find out how our digital brand strategy expertise has helped manny brannds arounnd the world.
Brand strategy services
- Opportunities assessments
- Digital transformation
- Usability research
- User experience (UX)
- Information architecture (IA)
- Booking engines
- Conversion optimisation
- Data privacy and GDPR