Brand Differentiation

Brand Positioning

Brand Research

A brand is more than a logo tagline and marketing function. A brand is what people think, feel and expect whenever they interact with your company. It’s the culture of your company, your message and your operations.

In today’s commoditized and competitive business environment, when consumers have more choices than ever, true brand differentiation can be the distinction between amazing success and failure is of the upmost importance. In addition, social media has fundamentally changed the way that consumers interact with each other and brands, significantly impacting how brands are perceived.
This means that it is critical to identify what sets your company apart in the competitive landscape in order to deliver a relevant, trusted and believable brand promise. Creating a simple, yet powerful and remarkable differentiator in the minds of your customers, your staff and stakeholders, requires a clear and compelling vision that is expressed in everything you do.

Our Unique Branding Process
Whether the task at hand is brand creation for a new company, or an existing brand that requires rejuvenation or to be relaunched, we employ a brand strategy process that’s proven and effective in optimizing your business growth.
Discovery – We speak to your customers, suppliers and/or key stakeholders in order to get a clear picture of how they perceive your brand. We also examine the competitive landscape from different angles.
Brand Strategy Equity Session – This is a session with your key management team and staff to establish clarity and consensus on what your brand is or is not. This session engages your key team members, who represent and defend the brand, to help shape the new strategic direction and ensure the successful brand execution across multiple touchpoints.
Brand Strategy Rollout Plan – Upon the completion of the Brand Strategy Equity Session, we deliver the Brand Rollout Plan that provides the brand architecture, positioning/messaging and comprehensive marketing roadmap to help you leverage and profit from your strongest point of competitive differentiation.

T&Co Branding
Your premium brand had better be delivering something special, or it’s not going to get the business.

— Warren Buffett

Why Do We Need Branding?

Brand Fact:
Eighty percent of companies believe they deliver a superior customer experience, but only 8 percent of their customers agree, according to Bain & Company.

Brand Fact:
On average, prices of private-label goods of all sorts are approximately 27 percent below branded products, based on research from Information Resources Inc.