Let's be upfront here. When you build a brand, the strategy needs to come first—strategy guides brand development which drives design. The design gives consumers their first impression, which influences their purchase behavior. We know this.
We know strategy should come first. And sometimes it does. But what happens when it doesn't? When will you notice your brand needs a brand strategy? We share three case stories of brands in different growth and scale stages. You may see your brand reflected in one of these stories. Will you be convinced of the need for brand strategy?
Local Business Primed for Growth
We often find a juicy founder's story with emerging brands, companies, and products. The business was built from scratch and devoted to product quality. The founder worked hard, has integrity, and is authentically dedicated. Excellent quality leads to a strong following and a community around the business.
This brand has an identity that resounds in its community. But a brand strategy approach is in order when it is ready to expand. To get to the next stage of awareness, growth, and increased distribution, they must invest in marketing and the brand. Why? Because a brand that resonates locally isn't assured to work on a larger scale with new consumers.
Since 2008, we have taken client Hayters Farms through three visual story refreshes. They trust us to guide their brand strategy, which capitalizes on their success and positions them for growth. Our brand stewardship role teaches them how to incorporate their brand strategy with their vision and long-term business plans.
Innovative Continental Brand Hits a Standstill
Some brands are established yet inconsistent. We know of a brand (not our client) that started as an innovator in its category but then lost its way. The product idea was clear and differentiated, the business grew, and the product portfolio expanded. But over time, the brand was diluted due to non-strategic brand architecture decisions on the package design of new products. In addition, competitors borrowed its visual story, so the innovative brand's package design began to look commonplace.
In this story, a brand strategy would have helped the brand's elasticity to guide how its visual brand and design apply to new segments and products. Its agency, which was not Invok Brands, should have acted as a brand steward and warned the company about brand dilution due to its extensive product portfolio.
Iconic Global Brand Reaches East
One of our clients is a global brand with a legacy built on careful branding, investment in strategy, and attention to brand stewardship. In this case, the client Seagram's needed a brand strategy to guide reach and enable growth in Asian markets.
We took on the brand strategy and researched the markets and the category. We had to consider how drinking and lifestyle habits are the results of long-term and constant change, the popularity of other drinks like soju and whisky, and the push and pull between local brands and those viewed as western and "popular."
Ultimately, we kept returning to the idea that "the future is ours." We wanted Seagram's Vodka to be a beacon or rallying cry for those who aren't afraid to be different and are ready for an adventure – any time and place. This theme allowed us to explore unique design elements and territories while ensuring we were differentiated from competitors and resonating with our target audience.
Any brand benefits from a brand strategy: legacy, lost, or local. As our Chief Strategy Officer, Michael Azulay, likes to say, "The brand strategy lets you harness the good stuff and plan."