Arch Digitals Brand Strategy

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An approach and methodology built over two decades of brand strategy work for leading companies.

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Arch Digitals Brand Strategy

  1. 1. Brand BuildingThe Arch Digitals Approach and Methodology Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  2. 2. Brand in the Age of InformationThe challenges associated with message accuracy, positioning clarity, and brand consistency only increase as information channels and customer touch points diversify. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  3. 3. Brand perceptions are drawn from impression and experience Brand is the corporate equivalent of an individuals personality, character, capabilities, and reputation. The way your company looks, speaks, behaves, and works in the marketplace is what formulates the perception of  who you are  what you’re capable of  what people expect from you Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.comMay 27, 2012 © 2003 | Amerock Corporation 3
  4. 4. Being deliberate vs. letting it happen If you dont control the character of your brand, the market will do it for you. Conclusions have, and will, be drawn about you from whatever information is available:  packaging, marketing collateral, advertising  industry reports, trade press, media  retail channel reps, word-of-mouth  customer service, professional interactions The more you exert deliberate, strategic control over information elements and customer experience channels, the more of an asset your brand will become. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.comMay 27, 2012 © 2003 | Amerock Corporation 4
  5. 5. Effective brand expression depends ona comprehensive brand strategy.1. Customer engagement and acquisition happen not just as a result of great products and services but on solid brand strategy as a foundation for successful marketing communications.2. Just like product development, the critical functions of brand creation include research, testing, experimentation and feedback.3. And just like product development, successful branding is built using requirements and specifications.4. Brand strategy sets goals and objectives; establishes a clear path forward, and provides a solid schematic for effective brand expression across all business categories – from identity design to customer service behavior and even product development. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  6. 6. Brand building is business building.The goal is not simply to effectively design the communications, but to  Achieve internal consensus on the exact nature of the brand value proposition and what it delivers;  Execute plans, proposals, and corporate communications with a unified voice and clear conviction;  Execute marketing communications with focus, clarity, singularity and strength; and  Increase transactions as a result of brand awareness, recognition, reputation, and favorable contrast. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  7. 7. In other words... Make the brand a business asset. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  8. 8. Our job.Based on solid research, brand intelligence, and creative insight,Arch Digitals works to conceive and articulate a comprehensivebrand framework that will serve as the detailed roadmap for powerfuland effective marketing communications and customer experience.Arch Digitals then designs a range of identity elements andcommunication components that serve to properly and effectivelyposition the brand in the marketplace to  generate awareness and consideration,  establish a favorable contrast, and  facilitate customer transaction and loyalty. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  9. 9. brochures & other print collateral websites bloggers mobile columnists key influencers social media facilities & services blogs, SEM / SEO articles, video industry & corporate white papers promos, demos, eventsinterviews, testimonials email BRAND FRAMEWORK Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  10. 10. How do we do it?A comprehensive brand strategy engagement includes • Business and Customer Analysis • Stakeholder Interviews • Customer Interviews • Brand Workshops (on-site or online) • Market research – primary / secondary • Competitive landscape analysis • Brand Platform development – Functional, emotional, and self-expressive attributes – Value pillars, Mission & Vision Statements – Positioning Statement, Brand Essence Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  11. 11. How do we do it?Translation to brand execution and communications• Identity Design – logo and/or word-mark and business system• Key messaging – tag lines, headlines, elevator pitch• Tonality – Principles for expression of the brand personality – visual style: imagery, graphics, pattern, color – communication style: copy voice / expression• Customer Experience Design – websites, social media, apps – brochures& marketing collateral – video promos & demos – sales & promotional support – trade shows, showrooms, retail – advertising Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  12. 12. The Arch Digitals 360º process for Customer EngagementThe Analyze Phase The Characterize Phase 1 2• Business Assessment • The Brand Platform - Management & Strategy - Attributes & Benefits - Products & Services - Positioning - Markets & Customers - Mission & Vision - Media & Culture - Brand Essence• Competitive Landscape • Identity & Tonality• Marketing Channels • Key Messaging • Channel Strategy 4 3The Evangelize Phase The Conceptualize Phase• Inbound Marketing • Marketing Strategy - Search - Campaigns & Creative - Social Media - Media Plans - Lead Management - Lead Process Plan• Outbound Marketing • Engagement Design - Press & PR - Content Development - Sponsorships & Events - Website Design - Advertising - Social Media Accounts Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  13. 13. A Few Samples of Our WorkOur principals each have over 20 years experience leading brand, marketing and technology practices at firms such as BBDO Advertising, Lucent Technologies, and IBM Global Services. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  14. 14. Creating a global brand. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  15. 15. Creating a global brand. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  16. 16. Innovative customer segmentation. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  17. 17. Innovative customer segmentation. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  18. 18. Trade staple to consumer luxury. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  19. 19. Standing out in a cluttered category. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  20. 20. Making emotional connections. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  21. 21. Turning a wholesaler into a retailer. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  22. 22. Premium player in a new category. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com
  23. 23. About Arch Digitals “Arch Digitals took us fromArch Digitals is a strategy, design, and being a participant to being a player.development firm focused on taking Dedicated, innovative, smart…They reallybrands from prosaic to premium to reach know what they’re doing and I am delightedcustomers, trigger engagement, and fuel they’re doing it for us.”transactions. Key service areas include –Terry Lanham, CEO, PERC Technologiesbrand, marketing, and digital strategy;customer experience design; enterprisetechnology consulting; and cross-format,cross-channel marketing communications.Our practices are headed by visionarieswhose reputations were built at firms likeIBM Global Services, BBDO, Oracle,Corning, and Lucent Technologies. Weare especially adept at making sure thatthe smallest details are in line with thebroadest strategic objectives, and thatquality permeates every dimension of ourwork to reflect brilliantly on your brand. Contact Us 100 Jay Street, Brooklyn, NY P. 855 242 6300/ support@archdigitals.com

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