When a successful company expands its offerings, enters new markets, or acquires other companies, it risks confusing the market with mixed messages about its business. Long-time customers may begin to question the company's direction and potential customers may be unclear what value the business delivers.
I help maturing companies provide clarity around the brand vision so employees and customers understand the full value of what the company provides. I start by working with the leadership team to define a brand strategy and architecture that best supports the long-term business goals.Then I work with the brand leadership team to develop strategies for delivering the brand experience across the organization. And, finally, I steward the creative process for developing the brand identity, creative concept, and brand guidelines to help your brand connect with customers in a meaningful way. The result is a total brand value that exceeds the sum of its parts.
Common needs for maturing companies
Integrate acquired brands into the company product porfolio
Extend the brand into new offerings and markets
Develop a brand architecture to maximize total value
Create brand identity and guidelines to ensure a consistent message
Educate employees to effectively deliver the brand experience
Migrate to the brand of a new corporate parent