Arch Digitals Brand Strategy

Brand Building
The Arch Digitals Approach and Methodology

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100 Jay Street, Brooklyn, NY
P. 855 242 6300/ support@archdigitals.com

Brand in the Age of Information
The challenges associated with message accuracy, positioning
clarity, and brand consistency only increase as information
channels and customer touch points diversify.

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Brand perceptions are drawn from
impression and experience

Brand is the corporate equivalent of an individual's
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

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May 27, 2012 © 2003 | Amerock Corporation 3

Being deliberate vs. letting it happen

If you don't 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.

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May 27, 2012 © 2003 | Amerock Corporation 4

Effective brand expression depends on
a 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.

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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.

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In other words...

Make the brand a business asset.

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Our job.

Based on solid research, brand intelligence, and creative insight,
Arch Digitals works to conceive and articulate a comprehensive
brand framework that will serve as the detailed roadmap for powerful
and effective marketing communications and customer experience.

Arch Digitals then designs a range of identity elements and
communication components that serve to properly and effectively
position the brand in the marketplace to
 generate awareness and consideration,
 establish a favorable contrast, and
 facilitate customer transaction and loyalty.

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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, events
interviews, testimonials email

BRAND FRAMEWORK

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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

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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

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The Arch Digitals 360º process for
Customer Engagement

The 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 3
The 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

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A Few Samples of Our Work
Our 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.

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Creating a global brand.

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Innovative customer segmentation.

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Trade staple to consumer luxury.

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Standing out in a cluttered category.

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Making emotional connections.

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Turning a wholesaler into a retailer.

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Premium player in a new category.

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About Arch Digitals
“Arch Digitals took us from
Arch Digitals is a strategy, design, and being a participant to being a player.
development firm focused on taking Dedicated, innovative, smart…They really
brands from prosaic to premium to reach know what they’re doing and I am delighted
customers, trigger engagement, and fuel they’re doing it for us.”
transactions. Key service areas include
–Terry Lanham, CEO, PERC Technologies
brand, marketing, and digital strategy;
customer experience design; enterprise
technology consulting; and cross-format,
cross-channel marketing communications.

Our practices are headed by visionaries
whose reputations were built at firms like
IBM Global Services, BBDO, Oracle,
Corning, and Lucent Technologies. We
are especially adept at making sure that
the smallest details are in line with the
broadest strategic objectives, and that
quality permeates every dimension of our
work to reflect brilliantly on your brand.

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Arch Digitals Brand Strategy

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