A brand strategy company driving business performance. Great brands inspire customers, employees and investors. They impact the way we live, work and consume. BRTN creates visionary and transformative brands as platforms for businesses to achieve their goals, infuse positive change, drive revenue and increase asset value.

1. BRTN-STRATEGY.COM

2. A BRAND STRATEGY COMPANY
DRIVING BUSINESS PERFORMANCE
BRTN-STRATEGY.COM
Copyright BRTN Pte Ltd

3. Great brands inspire customers, employees and investors.
They impact the way we live, work and consume.
BRTN creates visionary and transformative brands as
platforms for businesses to achieve their goals, infuse positive
change, drive revenue and increase asset value.
Together, we craft brands for your business goals.
Copyright BRTN Pte Ltd

4. Positioning the brand at the centre of the company’s vision,
driving performance, customer acquisition and talent engagement.
Product portfolio and
segmentation. Geographies and
footprint. Operating and
revenue model. Segmentation
and customer targets. White
space optimisation.
BUSINESS
ROADMAP
CUSTOMER
EXPERIENCE
Identi
fi
cation of key moments
that de
fi
ne your customer
experience. Brand signatures
and touchpoints. Interior
design brief. Brand localisation.
Driving performance
BRAND
STRATEGY
Brand proposition. Brand
positioning and brand essence.
Brand architecture. Brand
story. Naming strategy.
VISUAL
EXPRESSION
Corporate identity. Brand logo.
Key visual applications.
Photography styling. Brand
manual for smooth
implementation.
OUR SERVICES
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BRAND
ACTIVATION
The company business goals as a
foundation for brand strategy
De
fi
ning the brand supporting
company vision and goals
Expressing your brand strategy
visually
Mapping of your customer journey
Brand implementation and
employee engagement.
Awareness and drive customer
acquisition. Partnerships.
Optimise conversion, top-line
revenue and loyalty.

5. THE VIRTUOUS TRIANGLE. Engaged talents make satisfied and loyal customers,
driving performance, making happy investors and long-term business partners.
FOR
TALENTS
Engaged
FOR
CONSUMERS
Loyalty
FOR
INVESTORS
Profitability
BE THE
PREFERRED BRAND
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6. Stephen R. Covey
The 7 Habits of Highly Effective People
START WITH THE END IN MIND
To begin with the End in Mind means to think about how you would
like something to turn out before you get started. Looking at a map
before leaving on a trip is beginning with the end in mind.
“
”

7. COMMERCIAL
CUSTOMER
EXPERIENCE
PEOPLE AND
CULTURE
VISUAL
EXPRESSION
BUSINESS ROADMAP
Customer profile and
aspirations
Market dynamics and
geographies
Market trends and
competitive landscape
HOLISTIC METHODOLOGY
Copyright BRTN Pte Ltd
BUSINESS PERFORMANCE
{ BRAND STRATEGY }

8. BUSINESS ROADMAP
Consolidating the company goals in a business roadmap as a
foundation for the brand strategy.
5-year company vision
Key Performance Indicators Milestones
Geographies Addressable markets Growth forecast
Competitive landscape
Brand and product portfolio Operating and
revenue models
Concept characteristics and differentiators
Competition White space Opportunities
BUSINESS AND PERFORMANCE OBJECTIVES
GEOGRAPHY AND FOOTPRINT
BUSINESS MODEL
POSITIONING
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9. • Service culture definition
and standards
• Internal branding
• Training tools
• Brand content
• Communication visuals
• Key messages
• Marketing activation planning
BRAND EXPERIENCE
Your brand as a seamless experience across all touchpoints.
PEOPLE AND
CULTURE
VISUAL
EXPRESSION
COMMERCIAL
CUSTOMER
EXPERIENCE
Positioning & Essence
Brand architecture
Brand story
Proof points
Naming
• Customer experience mapping
• Key moments and brand
signatures
• Interior design guidelines
• Brand localisation
• Brand identity
• Key visual applications
• Photography styling
• Brand guidelines
BRAND STRATEGY
Copyright BRTN Pte Ltd

10. VISUAL EXPRESSION
Expressing your brand strategy visually across all touchpoints.
CORPORATE IDENTITY
BRAND LOGO KEY VISUAL APPLICATIONS BRAND MANUALS BRAND ROLL-OUT
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11. CUSTOMER EXPERIENCE
Mapping of your customer journey. Emotional and practical benefits.
Experience and service differentiators.
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KEY MOMENTS INTERIOR DESIGN BRIEF
BRAND SIGNATURES AND
TOUCHPOINTS
BRAND LOCALISATION
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12. KEY PERFORMANCE INDICATORS
Impressions, reach, views
Reward programme
acquisition,
repeat customers rate
Enquiries, leads,
Customer engagement
Conversation rate, revenue
COMMERCIAL ACTIVATION
ACTIONS
360 integrated online and offline
marketing plan Media relations
Search engine marketing Online reviews
User Generated Content
Promotions Tactical campaigns
Re-marketing
Rewards programme Partnerships
Customer retention CRM strategy
BRAND AWARENESS
CONSIDERATION
CONVERSION
CUSTOMER LOYALTY
Driving commercial performance. Generate awareness. Optimise
conversion and loyalty. Build customer engagement.
Copyright BRTN Pte Ltd

13. FABRICE BURTIN - FOUNDER
FABRICE.BURTIN@BRTN-STRATEGY.COM
Creative and passionate about building customer-centric brands for the hospitality
and lifestyle industries, Fabrice founded BRTN to create visionary and transformative
brands as engines for companies to drive performance and support their goals.
Fabrice is an experienced professional in leading all facets of international brand
development and integrated marketing within multicultural environments. He has
been living in Southeast Asia since 1997, working for international hospitality
companies, Asian conglomerates in addition to branding agencies.
BRTN-STRATEGY.COM
A short selection of hotels and resorts, hospitality management companies, residential and
lifestyle brands that Fabrice created or managed during his career.

14. BRTN-STRATEGY.COM