Brand Pyramid
We start every brand strategy project with a diagnostic workshop that brings together all key stakeholders, staff, and project partners to build consensus and momentum around the project objectives. We create the organization’s Brand Pyramid which answers some fundamental questions that guide the rest of the process. We’ll also generate a hypothesis for the organization’s differentiated value proposition.
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Brand Value Map
Brand Value Map pre-tests the organization’s differentiated value proposition and aids in selection of key marketing targets for research (see Competitive Advantage Diagram and Marketing Targets Diagram which may be brought into the process.)
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Organizational Alignment
Organizational alignment can be thought of as the internal execution of a brand. It ensures that the brand promise is not an empty one but instead something that is expressed in the decisions and behaviors of all the organization’s employees. Tronvig places an organization’s Core Values at the center of its signature alignment methodology. A culture supported by a small set of genuine and clearly defined Core Values can affect organization-wide behaviors and facilitate attracting the right people, reject the wrong ones, and help frame and adjudicate conflicts that inevitably arise within an organization, leading to a genuine commitment to important decisions and greater organizational performance. Alignment is what ensures your brand is a 360 brand.
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Strategy
To paraphrase Michael Porter, strategy is a meaningfully differentiated market position backed up by operational practice. Strategy is making the right choices based on a clear understanding of your environment, your organizational strengths and your customers. Our task is to facilitate your ability to fill in everything that you need in order to make the right strategic choices and then give you the tools to carry out those choices behaviorally, operationally and in your communication with the customer. We do this through a proven process that includes brand strategy, marketing strategy, organizational alignment and some forms of creative execution (such as identity, naming and advertising).
Brand strategy
It is having everyone in your organization and all your offers and communications align in support of your differentiated position. The first tools we use to sort this out are the Brand Pyramid and Brand Value Map.
Brand strategy applied through marketing tactics can prevent you from spending a lot of time and money on things that are essentially just tactical experiments. Instead, you will be able to test the market in the context of a coherent strategic hypothesis, spending your limited marketing budget in ways that are most likely to move the needle with your selected audience.
Building a strong brand is crucial as it is a key factor in the success and prosperity of all businesses and nonprofits, regardless of their revenues. The brand will have a significant impact on the consumer awareness of your offer and your bottom line, directly affecting your ability to sell, to fundraise, to hire the best employees, and to grow.
If you need help with your strategy, review our process or if you are unsure and on a limited budget look at our Brand Pyramid Tutorial.
Advertising & Marketing Branding 360 Financial Services Healthcare Nonprofits
What Business Are You In?
What business are you in? I have found this question poses a challenge in almost every engagement, surprising participants.
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Advertising & Marketing Branding 360 Culture Museums
Is the Museum Brand God Dead?
Maybe you still need a brand. And maybe that brand is not a constraint—but a responsibility. What does this mean for museum branding?
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Advertising & Marketing Branding 360 Healthcare Museums Nonprofits
Brand Value Map
A Venn diagram summarizing how your organization brings value to its customers, and who among those customers will be most naturally predisposed to appreciate the offer.
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