Brand and Marketing Services

We can help you grow through brand and marketing strategy


A selection of the services we provide is outlined below, or talk to us about a bespoke solution

  • Brand Definition

    What is it?

    A brand definition paints a comprehensive picture of a brand, what it is all about and why it exists. It articulates a brand’s goals, beliefs, personality and purpose in a way that can guide all future brand-related decisions. Once established, a brand definition should remain relatively unchanged over the long-term, unless there is a significant shift in business strategy.


    Who is it for?

    All brands, big and small, can benefit from a clear and concise brand definition. However, it is particularly helpful for brands that need to create greater internal alignment, and brands that are planning to develop a new or updated brand logo or visual identity.


    What’s the benefit for the business?

    A documented brand definition helps to align all stakeholders who are in some way connected to a brand. This includes internal managers and marketers, as well as external partners. It also provides a strong foundation for decision making. This ensures that all efforts, no matter how big or small, are working together to strategically grow the value of the brand. 
  • Brand Architecture

    What is it?

    Brand architecture provides clarity regarding how an organisation’s different product / service offerings relate to one another and the hierarchy within which they should sit.


    Who is it for?

    Any business that manages more than one brand as part of its portfolio.


    What’s the benefit for the business?

    A brand architecture framework helps to guide decisions regarding the appropriate number and mix of brands, and how they should be promoted. It also informs new brand development and visual identity decisions. A brand is an extremely valuable tool, but only when managed well. A single view of brand architecture ensures consistency of decision making and better brand management.
     
  • Brand Positioning

    What is it?

    Brand positioning is the process of determining how to best position a brand in the minds of customers / consumers, relative to other brands in the market. It interrogates how a brand is currently positioned vs. where it should be positioned, by exploring brand associations (i.e. what the brand is and isn’t associated with).


    Who is it for?

    Brands looking to find a way to stand out in a competitive market. 


    What’s the benefit for the business?

    A review of brand positioning provides direction on how to optimise marketing activity, to build the brand associations that will provide a strategic brand advantage over competitors.
     

     

  • Target Audience Definition

    What is it?

    A target audience definition helps to identify, clarify and/or prioritise a brand’s different audience groups. It describes their motivations and needs, and how to drive the desired response from each group. 


    Who is it for?

    Brands that need a clearer picture of who they should be communicating with and how, but aren’t looking for a comprehensive segmentation analysis. Many will already have an idea of the kinds of customers or consumers they need to connect with, but may not have translated this into a strategic input for marketing related decisions.
     

    What’s the benefit for the business?

    A better understanding of a brand’s different audience groups helps to drive more consistent, targeted and effective decision making.


     
  • Competitor Review

    What is it?

    A competitor review looks at who the competitors are, what they are offering and how they are communicating.


    Who is it for?

    Almost all brands could benefit from a more rigorous and structured view of their competitor set. While most organisations know at least some details regarding their competitors, a formal review helps to further expand, validate and structure this knowledge in a way that can guide more effective decisions.


    What’s the benefit for the business?

    A competitor review helps to identify a brand’s strengths and weaknesses relative to its competitors to inform future decision making. It presents a picture of the market that identifies hygiene factors (i.e. the things that everyone is doing or saying) vs. factors that could provide an opportunity for strategic differentiation.
     
  • Messaging Architecture

    What is it?

    Messaging architecture provides a strategic framework for the array of messages that a brand needs to communicate to the market.


    Who is it for?

    Organisations that need to communicate multiple messages to the market. This typically includes organisations with diverse product / service offerings and / or diverse audience groups.


    What’s the benefit for the business?

    A clear messaging architecture helps to ensure a brand is communicating with the right people in the right way, about the right product or service, at the right time. It can also help to improve brand consistency and reduce brand confusion among customers / consumers.
     
  • Marketing Plan

    What is it?

    A marketing plan clarifies marketing objectives and outlines the strategies and tactics that will help to achieve these objectives. Marketing plans break large activities down into small tasks that can be executed throughout the course of the year.


    Who is it for?

    Organisations looking to optimise their marketing efforts through a more structured approach to marketing activities.


    What’s the benefit for the business?

    A comprehensive marketing plan ensures that the customer is at the heart of all business decisions. It identifies where an organisation should focus its efforts, helping to deliver maximum return from the marketing budget, and ensuring business decision makers focus only on the resources that support the overall business objectives.
     

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Location Details

Melbourne

 Level 9, 401 Collins Street,
Melbourne VIC 3000
 03 8373 7700

Perth

  Level 1, 91 Havelock Street,
West Perth WA 6005
  08 6555 2900

Sydney

  Level 12 64 York Street
Sydney NSW 2000
  0451 533 321