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Restartup Brands - Brand Re/start Strategies for Companies and Startups


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Restartup Brands - Brand Re/start Strategies for Companies and Startups

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Restartup Brands - Brand Re/start Strategies for Companies and Startups

  1. 1. BRAND RE/START STRATEGY for Companies and Startups Version: 1.1 BRANDS
  2. 2. Online Print materials Audiovisual Personal Media Visual Identity Communication Message Brand Personality / Brand Story Positioning Target Groups Goals Values Mission Vision We need to know from you (joint workshops) Strategic solution by Restartup (research and draft) Tactics (your supplier) Basic overview of what we will need from you and what you can expect from us at the end. OUR APPROACH TO BRANDS
  3. 3. PRODUCT / SERVICE Scope Attributes Quality Utilization BRAND Organizational Associations Brand personality Country of Origin Brand visuality/ima gery Functional benefits Emotional benefits Relationships with customers (touchpoints) Symbols and metaphors We look at the brand significantly different as at the product or service, although we take off from it. Here are the indicators, that we will identify and test while preparing a strategic brand solution. OUR APPROACH TO BRANDS
  4. 4. ZNAČKA / BRAND • How do target groups see the brand now? • How does startup define its visions, targets, values? • How does competition behave? BRAND IMAGE • How do we want the target groups see the brand in the future? • With which facts, emotions and stories should they identify the brand? BRAND IDENTITY • What will be the brand “value proposition”? • Whom does want the brand identity gain, for which activity and using what? • Where are the “touchpoints”? BRAND POSITIONING Brand restart strategy has three phases, which are mostly divided into three months of preparations and proposal processing. HOW DO WE PROCEED?
  5. 5. Month 1 2 3 Week 1 2 3 4 1 2 3 4 1 2 3 4 BRAND IMAGE – STATUS QUO RECOGNITION AND HYPOTHESIS TEST Common facilitated workshops Qualified dialogues with selected B2C and B2B clients Focus groups with target groups Desk research and acquired data analysis Competition analyses BRAND IMAGE HOW DO WE PROCEED?
  6. 6. Month 1 2 3 Week 1 2 3 4 1 2 3 4 1 2 3 4 BRAND IDENTITY – DEFINITION OF DESIRABLE GOAL Defining of functional and emotional brand benefits Defining of socio-demographic and psychography of target groups and their needs Defining of personality and visual identity (images, symbols, metaphors) of brand at target groups Defining of brand positioning on market BRAND IDENTITY HOW DO WE PROCEED?
  7. 7. Month 1 2 3 Week 1 2 3 4 1 2 3 4 1 2 3 4 BRAND POSITIONING – A WAY TO DESIRABLE GOAL Defining of brand story („value proposition“) and communication messages Defining of touchpoints with target groups on the market Preparation of brief as basis for preparation of tactical communication in supplier agency BRAND POSITIONING HOW DO WE PROCEED?
  8. 8. SAMPLE PROJECT PARAMETERS Length of strategy preparation: 3 months Number of Restartup team members involved in a project: 2-4 Expected number of hours worked per week: 40 hours
  10. 10. By researching the perpetual change and current trends.. × + ..we start the right strategies.. move up your brand, cause or people.. touch, and let us tell your story.
  11. 11. Would you like to know more or do you need a tailor-made project? Let us know: Michal Novota