Brand strategy
In a few words
"You can have an excellent product but if communication fails, it's like watching a comedian do a sketch in a completely different language"
Steve Jobs, Founder of Apple
Public concerned :
All professionals creating their own brand or who already own a brand and wish to develop a brand strategy
Description
Objectives
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Understanding the concepts and workings of the brand in fashion of the times
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Putting them in the context of the company's strategy and offering
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Building your brand platform
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Determining your brand equity and developing it further
Training Programme
Context / adapting your brand to the new needs and uses of consumers:
-The challenges of the brand phenomenon.
-Understand the impact of changes in society on your brand so that you can adapt to them
-Experience, emotion and social ambition: building your brand universe
-Define the role of brand content and the objectives of content marketing to nurture your brand
-Unite and reach out to your "users" as ambassadors and creators of content for your brand
Building your brand platform:
-Study your targets and what the brand can do for them
-Analyse your competition to define your positioning and determine the differentiating factors you can leverage
-Formulate a real and exclusive promise to engage with your customers
-Create brand storytelling to provide evidence and give your brand credibility
-Think about a visual identity that is consistent with your brand's platform to prepare your future graphic charter
Place your brand at the heart of your company's business model:
-Formalise your company's vision to reveal your brand's raison d'être and mission
-Make your brand the key element in your company's value proposition
-Foresight, design and co-development: bringing out the fundamentals of your brand
-Deciphering customer buying patterns to optimise all points of contact with your brand
-Co-branding and partnerships: integrating your brand into an ecosystem to extend its reach
Evolve your brand to maintain its consistency:
-Listening to customers and the environment
-Expansion, alliances, new products: deciding on development strategies
-Embodying your brand throughout the value chain: points to watch and good practices
-Master the specifics of digital communication to protect your brand identity on the web
