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WHAT IS BRAND STRATEGY ?

Brand strategy is the action plan for putting the brand to work. The communications system that provides structure and guidance for all points of contact within a business, both internally and externally with the customer.

It directly supports the business strategy and influences the total operation of a business to ensure consistent brand behaviors and brand experiences in all points of contact and channels of communication. 

 

To keep brands fresh, relevant and at the forefront of customers’ minds, it is vital to have strong links between core brand values and positive customer experiences. The brand is brought to life through innovative products which are developed and driven by the brand strategy or action plan. Your brand strategy is the discipline of planning, of setting a course for the long term to achieve specific brand goals which are aligned to the business plan. 

You can’t have a strategy without a clear objective. Restating a goal is not strategy, execution is not strategy and tactics are not strategy. A brand cannot function without a strategy and the function of brand management is to implement brand strategy. Without a clear and compelling brand strategy your company is just another fish swimming around aimlessly in crowded waters.

Developing a brand strategy can be one of the most challenging steps in the marketing plan process but it’s a vital step in creating the company brand. Your brand will be repeatedly communicated, in multiple ways throughout the life of your business and that communication must be consistent in all it’s forms and frequency congruent with core brand values. Part of a successful brand strategy is defining what is immutable and what is flexible. Execution may change while the brand strategy remains the same. Tactics may vary but the brand strategy remains the same.

 

To keep brands fresh, relevant and at the forefront of customers’ minds, it is vital to have strong links between core brand values and positive customer experiences. The brand is brought to life through innovative products which are developed and driven by the brand strategy or action plan. Your brand strategy is the discipline of planning, of setting a course for the long term to achieve specific brand goals which are aligned to the business plan. 

You can’t have a strategy without a clear objective. Restating a goal is not strategy, execution is not strategy and tactics are not strategy. A brand cannot function without a strategy and the function of brand management is to implement brand strategy. Without a clear and compelling brand strategy your company is just another fish swimming around aimlessly in crowded waters.

Developing a brand strategy can be one of the most challenging steps in the marketing plan process but it’s a vital step in creating the company brand. Your brand will be repeatedly communicated, in multiple ways throughout the life of your business and that communication must be consistent in all it’s forms and frequency congruent with core brand values. Part of a successful brand strategy is defining what is immutable and what is flexible. Execution may change while the brand strategy remains the same. Tactics may vary but the brand strategy remains the same.

BRAND MANAGEMENT

Great branding is generally not something that can be convincingly achieved with strong credibility and market confidence very quickly. Managed correctly it is a fully integrated part of every business. Being true to your brand ensures that your business stays on course and remains highly differentiated and valuable to your target market. Powerful brands take action every day to strengthen and build their brand. They inspire and challenge and connect with their customers.

The responsibility in developing and protecting a brand lies with the proprietors/board of directors whose collective role is that of strategic visionaries and prudent custodians, who protect and direct the brand while leveraging it’s values and equity for strong commercial growth.  

When unanticipated change occurs brands can be hit hard because typical crisis management does not include appropriate brand risk management strategies too. If you have spent time and resources to shape and build strong brand equity then you need to protect your investment and manage your brand’s future. Your brand strategy should also include mitigating potential risks to your brand too. Be proactive, preempt, plan, and safe guard your company’s revenue stream.

 

DEVELOPING YOUR BRAND STRATEGY

Once the specific market territory of your brand has been identified, profiled and positioned, we build a detailed plan to capture and own it. However the job of brand building belongs to the entire organization driven from the top down, not just the marketing department or brand consultants. To truly unite your entire enterprise around this goal requires a unique, powerful, and relevant brand promise and a plan for delivering it consistently. This is neither an art or a science but a combination of the two – rigour and creativity in the service of business growth.

Our approach is to build you a complete, easily understood and executable plan. One that provides distinction and will ultimately resonate with all those who interact with your brand. We guide you through the entire process to make sure execution of the strategy is meeting agreed objectives and that your brand is being brought to life in the most relevant and inspiring fashion. It’s the do’s and don’t of your brand communications system.

 

If you’d like to know more we’d be delighted to talk with you T: +353 1 8322724

 

Got a question or need some help with your brand?

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We do our best to read every message within 48 business hours. We’re kind of obsessive about customer care so if you don’t hear back, that means we didn’t get your message so please do send it again.

“I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in 2013. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Branding and Design.

More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding and design.

Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective branding and design.

I’d recommend Lorraine as a Speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”

Sharon Cahir | Author Solicitor Lawyers and Leaders Coach and Trainer

“I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.

Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.

Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing working with Lorraine and her team at Persona Branding & Design.”

Dave Gribben Enable Better Business

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“The Maguire & Paterson brand was established in 1882 and therefore the rebranding and new packaging had to be managed in a very sensitive and caring manner.

Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalization and new range designs. We found their ability to steer us of significant benefit.

Persona Branding & Design also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.

We would have no hesitation in recommending Persona Branding & Design and we would be very pleased to speak with any potential client(s).”

Neil ScaifeHead of Commercial Control | SHS Sales & Marketing Ltd

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“Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise.  She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.

Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.

Emmet SavageFounder and CEO | Rubicoin

“Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”

Rita AhernManaging Director | Food Matters

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“Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”

Andy MulloyManaging Director | Connemara Seafoods Ltd

Caterhire-500px“I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.

Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship.  Their work philosophy is the best contract a client can hope to receive.”

Gavin DivillyManaging Director | Cater Hire Ireland Ltd

Wavin-500px“Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”

Michael O’DonohueCountry Director | Wavin Ireland Ltd

“Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”

Kelley SpillaneSenior Vice President | Castle Brands

Country-Crest-500px“I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.

They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.

The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”

Tony Doyle Commercial Director | Country Crest

“Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self. Lorraine provided great tips, many of them thought-provokingfrom her vast experience in developing brands, as an individual, for customers and the importance of building relationships.

I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”

Joan ByrneSaaS Portfolio Manager EMEA | Dell Inc

Zed-Candy-500px“Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.

Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”

Donal KavanaghSales & Marketing Director | Zed Candy Ltd

“Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.

In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”

Mark Andrews IIIChairman of the Board | Castle Brands Inc

Robert-Roberts-500px“Persona Branding & Design has adroitly managed several of our most important brand design briefs over the past couple of years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with packaging and print suppliers that was vital for the completion of the successful end product.

Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”

Gerry MurphyMarketing Director | Robert Roberts Ltd

“I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.

She is passionate in her message and delivers it with conviction. I strongly recommend her as a trainer, speaker in the area of branding, packaging and design as she is truly an expert.”

Margaret Hoctor Personal Coach | Trainer | Mentor and Facilitator

Wavin-500px“Persona Design has worked with Wavin on the creation and development of the new branding and marketing collateral for the launch of a new range of premium products.

They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”

Brendan MurphyCommercial Director Wavin UK & Ireland | Wavin UK Ltd

“Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.

Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”

Paul C DwyerGlobal Cyber Security Expert

“Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”

Ruaidhri PrendergastTechnology Sales Engine | Tech Marketing | Sofware | SaaS | FinTech | Hardware | 10x Return on Investment | Co-Founder | Ingenuity

“I have known of Lorraine’s high quality work for a number of years and in late 2008 I finally had the opportunity to work with her in developing a brand and marketing strategy for an upcoming awards ceremony.

Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!

Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”

Ian Lawlor New Business | Lotus Investment Group

“I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”

Tim HealyMercator Marketing Research

“Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”

Alayne RooneyMarketing Consultant

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