The objective of our brand strategy programme is to review, evaluate and define your brand in a way that maximises its current equity and plots its future trajectory.
By using LS:N Global's trend insights and Future Poll to research who the customers are, what they want, how they perceive your brand, and what the brand must stand for in the future, we ensure your brand will be more innovative, trusted, relevant, revitalised and effective for the future.
These projects build a platform for your brand's future. Whether it is to clarify, refresh, extend or launch a brand, the result will be a clear understanding of how your brand is 'read', where it fits in the market, and where it needs to be in the future.
We have created brand strategies for Six Senses, Pringle of Scotland, The Body Shop, Courvoisier, Hodder & Stoughton, Gap - and have inspired the brand strategy process with trend forecasts and consumer insights for brands such as Burberry, Lamborghini, British Airways, Bombay Sapphire, Marks & Spencer and British Gas.
To do this, we apply the following approach:
- Consolidate - here we aggregate all existing research, insight and knowledge of your brand in terms of how it is viewed by stakeholder teams, customers and competitors. This is called a brand audit. Market drivers, trends and competitor activity are also assessed at this stage to ensure that our research, consumer insight and brand strategy team fully understand your existing brand history, legacy, architecture, management and portfolio.
- Investigate - based on the 'strategy gaps' identified during our consolidate stage, a series of quantitative and qualitative surveys, competitor interviews, sector reviews and consumer typology work is carried out to ensure that all questions we have about your brand are fully answered. And that all new and emerging trends, market threats and consumer needs, locally, nationally and globally have been taken into account.
- Translate - via a series of client-based workshops, we use all of the data gathered during our Investigate and Translate stages to carry out a series of brand evaluation and brand platform exercises which enable you to better understand your brand's identity, its tone of voice, positioning, existing audience, and its new target markets. Our workshops also allow you to better understand the visual, textural, digital and marcomms cues needed to make your brand resonate more effectively with consumers.
- Articulate - here in a visually rich presentation and brand DNA document, we define, explain and clarify your brand's architecture including its strategy to market, tone of voice, visual feel, marcomms policy, product offer, core retail platforms, key consumer types and new and emerging product concepts and sub-brands.
To find out more about how our brand strategy team can work with you, please click here.