Branding

Brand Strategy Company

Is a branding strategy important to you? It should be! The perceptions your potential customers have regarding your company and offerings are vitally important to your business success. Yomites proven methodologhe BrandMasterpiece™ helps you determine which brand positioning and branding strategy you should pursue to ensure the highest revenue potential.

We analyze your market and competitive landscape, and identify your comparative strengths and weaknesses to determine the positioning approach that’s right for you. Next we ensure your messaging is closely aligned with the established positioning and branding strategy. Yomite Inv.. creates messaging that clearly communicates your value proposition to the needs of your targeted audience.

A branding strategy is an important component of any positioning strategy. Yomites. helps establish the brand recognition you need to stand out from your competition. Our corporate branding strategy ensures your company develops a strong, reliable image that increases sales and builds customer loyalty. As a part of building a brand, we study the current state of the market, and how you are viewed within that space. Additionally, we research market design standards and analyze your competition in order to help you define a winning brand.

Yomites Inv. delivers comprehensive messaging aligned with a strong positioning and branding strategy to build the brand equity you're seeking.

Campaign Development & Go-To-Market Planning

Successfully executing on your marketing strategy requires an astute go-to-market plan to generate quality leads that produce the desired return on your investment. Effective campaigns help differentiate yourself to your targeted market, and give you the competitive advantage required to win greater market share.

Depending on your specific needs, our contribution ranges from outlining the tactical steps to be followed, to complete turnkey management and execution of your campaigns. Whether you need operations assistance with online marketing, or comprehensive product/service launch planning, we can customize the right solution. We also create the right plan of action for your Public Relations requirements to augment your marketing campaign efforts and build strong relationships with industry experts.

Yomites focus is on making sure you get the most out of your marketing spend to make certain every dollar spent is a strong contribution to your bottom line.

Is there a difference between a Branding Strategy and a Marketing Strategy…A BIG difference…

Many executives and marketing professionals often confuse a branding strategy, marketing strategy and marketing communications strategy. BIG has developed a quick scenario to showcase the difference between branding strategy and marketing strategy.

David is the print buyer at Coca Cola. David has many key relationships with quality printers, as he must maintain the Coca Cola standards.

David has been working on the Coca Cola annual report for the last 3 months. It is the showcase piece that Coke puts out to its shareholders, suppliers, clients and prospects.

What We Know…

Printing is extremely price competitive and is often looked at as a commodity. The annual report will be a very costly proposition, as Coke will print a large supply of its premier piece. On the other hand, the Coca Cola brand is extremely well known and trusted for its quality. In surveys it always rated as the number 1 or 2 beverage.

David Does What He Does…

David bids the printing directly to his top 3 printers that can handle the job. Printers he has worked with for years and that he can trust with this high visibility piece. A few moments after faxing out the bid requests David receives a special delivery package. The package is well designed and says “Open For Immediate Savings”. David opens the package and inside is a letter and some printed samples of annual reports. The letter says “The Annual Report Printers”, your only choice for annual report printing. Any work ordered this week will receive a 15% discount on any annual report printed. But David has never worked with this printer before. A 15% discount is a tremendous savings in printing costs and the printer had the same equipment to do the printing as the current suppliers he’s used for years.

What To Do?

So what would you do? B2B marketers often analyze their strategies in logical terms. The printer who sent the package assumed, all specs being equal, that price would compel the print buyer into placing an order today.

Truth be told that people who make critical, high visibility decisions often seek a level of security (trust) that outweighs all the other buying factors. This concept uses emotions as a device in the decision making process. Essentially fear of failure and the unknown can drive David to use the more trusted, expensive printer. In the end, would the lower price (and likely increased savings) outweigh the damage caused by the new printer for not delivering on time or at a lower quality than the proven supplier? Also consider the money saved would only be one part of the total print job, weighing against the brand of Coca Cola.

Consider that David’s trusted suppliers didn’t even market to David at the time of his decision. It was the brand relationship that drove David’s decision. When David’s trusted suppliers do market to him, David devotes real focus to them, welcomes them as credible information and truly considers them as viable options. This is because over the years, the supplier has built a brand relationship of trust and credibility with David by providing real business solutions that have proven their value.

Despite the tendency for modern marketing professionals to lump branding and marketing into the same breath, one must remember that the results of marketing programs are highly influenced by a brands strength.

Brand Communications Hierarchy

Branding Strategy
Brand Messaging
Marketing Strategy
Marketing Programs

In short, a brand is a customer relationship that is defined by all the experiences, messages, promises and performance/quality associated with it. Marketing on the other hand is the deployment of strategic programs based on business objectives. Strong brands enhance the results of marketing programs.

It’s important to position marketing communications programs as a subset of marketing strategy, which itself is driven by overreaching branding strategy. Carefully structured, consistent brand messaging is the thread that connects all levels. This brand messaging should be the springboard for all other programs and promotions.

Building your brand image can improve the results of all your marketing programs. Results such as improved lead conversion ratios and higher margins are common when delivered in the context of a consistent, integrated brand-building program