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Brand Strategy


Brand Narrative is a Necessary Part of Brand Strategy

Brand Narrative is a Necessary Part of Brand Strategy

Here we explore the brand narrative as a key element of brand strategy, by explaining what constitutes a brand narrative, demonstrating how it supports the overall brand strategy, and showing the brand scenarios which call for a strong brand narrative. What is a brand narrative? A brand narrative is a central building block of a meaningful brand strategy. It is built upon the insights and information gleaned during the kickoff process, with a particular focus on the business-related shifts the brand seeks to make. A brand narrative contains five elements: Truths – four to five high-level...
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Overcome Startup Competition in a Crowded Eco-system

Overcome Startup Competition in a Crowded Eco-system

Startup Competition is fierce Startup competition is tough. People used to think that consumers have mind-space for only three brands in any given category: the leader, the challenger, and the one other company lucky enough (or hard-working enough) to be noticed and considered. The rule of three may still be true, but the sheer proliferation of brands flooding a truly congested sector can starve every brand for oxygen and make it difficult for any brand to stand out. We deal with a lot of clients in crowded, complex categories and ecosystems: technology companies, software companies,...
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Product Design and Brand Strategy?

Product Design and Brand Strategy?

Product Design and Brand Strategy? Too often marketers and product developers don’t see the connection between product design and brand strategy. We’ve noticed this trend, especially with technology companies. Products can suffer growing pains if they are conceived, gestated, and born into the world without the guiding hand of the brand. On the flipside, brand strategy can have an enormously reassuring influence on the design of a product. In fact, our brand strategies exert positive influences on the product designs of most of our clients, in direct and indirect ways. Here’s how....
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Your Business Issues Just Might Have A Brand Solution

Your Business Issues Just Might Have A Brand Solution

Top-of-Mind Business Issues for the C-Suite When you spend a lot of time working with people in the C-suite, you’re exposed to C-sized business issues. And those larger strategic problems can’t be solved by the CEO alone, or often times by existing resources. When changes in your industry push you to shift business strategy, it’s a sign that your brand strategy needs to shift in a synchronized way in order to reposition for success. We’ve surveyed C-level executives about the number one desire they have for their brand strategy.  Know what they want? Differentiation. A competitive advantage....
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Why Bring in an Outside Branding Agency?

Why Bring in an Outside Branding Agency?

In-House Mentality The age old question of determining if you need to bring in an external branding agency is still relevant today. Whether it’s because of tight budgets, a hesitation about letting outsiders inside your business, or a general ‘we can just do it ourselves’ mentality, many companies look internally to tackle even their largest branding projects. But whether it’s a repositioning, a new visual identity, or an all-around brand turnaround, this might be a mistake for businesses who really want to position themselves to thrive in a fast-paced, highly-competitive market. What Value...
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Does Brand Strategy Translate Into Advertising?

Does Brand Strategy Translate Into Advertising?

Brand Strategy is the Foundation for Advertising One of the misconceptions about brand strategy and advertising is that they are disconnected. As a result, many brands create ads that are off-strategy because they don’t use their brand strategy as a guide. But brand strategy is the foundation for advertising. At Emotive Brand, the most rewarding part of developing a brand strategy with clients is when we see the strategy come to life. A B2B brand strategy inspires powerful website messaging. An employer brand turns into a rock solid manifesto. A B2C brand strategy translates into a...
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When Is the Best Time to Revisit Your Brand Strategy?

When Is the Best Time to Revisit Your Brand Strategy?

There are many triggers for evaluating when is the right time to revisit your brand strategy reevaluation. These can include: When there’s a shift in corporate strategy When it’s been a long time since you’ve evaluated your brand When you’re in the midst of a growth spurt When “what you’ve got won’t get you there” Brand strategy can and usually does address many business problems that result when brand strategy is left “for later”. The brand becomes irrelevant and static, and this has a negative impact on the organization: Corporate...
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Sparking Innovation Through a Purpose-Driven Vision

Sparking Innovation Through a Purpose-Driven Vision

Innovation. Everyone wants it. But what is it? Where does it come from? What’s the best way to shape a culture of innovation? What best aligns, inspires, and motivates people to innovate? What role could a new brand strategy play in transforming your organization into an innovative powerhouse? The new innovation As the leading global consulting firm PWC points out, “It’s no longer just a case of pushing products out of labs but, rather, of creating value for customers by personalizing the entire customer experience. So, forging an organizational culture that promotes innovation, getting...
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The Value of a Sales-Led Brand Strategy For High-Growth Companies

The Value of a Sales-Led Brand Strategy For High-Growth Companies

A Sales Perspective Tracy Lloyd, founding partner and Chief Strategy Officer of Emotive Brand, shares how her sales background informs her work today, and offers insights on the true value of bringing sales to the strategy table. Tell us about your sales background. I have an interesting background that has led me to the agency world, and on to brand strategy. Initially, I got my start in non-profit fundraising and development. A start-up CEO bought an expensive table from me to attend a gala event I was hosting. Throughout the sales process of getting that deal done, he said to me that I...
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How Is Coaching Like Brand Strategy?

How Is Coaching Like Brand Strategy?

Coaching and Brand Strategy: Parallels in Action We are an active bunch at Emotive Brand. Because our team is filled with athletes, it seems only natural to draw a parallel between the impact of coaching and brand strategy. Bella Banbury, co-founder and CEO at Emotive Brand, is a Triathlete. Bella is the first to say that her growth in the sport is thanks not only to dedicated hours spent on her bike, on the trails, and swimming in the San Francisco Bay, but thanks to the support of her coaches. Coaching keeps her on track, focused, injury free, and the fittest, fastest, and strongest she...
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