OCTAZA MARKETING
Marie-Elyse Forget, M.Sc., FCX-I
Author, Speaker and Certified Trainer
Brand Image and Branding Strategy
The brand goes far beyond the logo and the choice of colors; it is the identity of your company, what sets it apart. The brand has an important role to play in the positioning of a company, since it influences the perception and place we take in the minds and hearts of consumers.
​
Aim for consistency for a constant, differentiating and strong brand impact.
Maximize your marketing ROI, make better choices
Issues addressed
Discrepancies between the actual perception and the intended perception with your consumers.
New company wanting to differentiate itself through the brand.
How ?
Analysis of your current brand.
Brainstorming sessions to define the desired brand.
Analysis of current perception.
Result
An impact on your consumers that will be strong, differentiating and closer to the desired impact.
The brand and its function.
The brand as a person
I like to see the brand as if it were a person. This person has a way of dressing, a favourite colour palette that is reflected not only in their choice of dress but also in the colour of the walls in their living room, a way of doing their hair, etc. Her clothing choices reflect her life experience and how she wants to be perceived. This person also has a way of speaking and a personality of their own.
The person also has fundamental values that apply first in his private life and in his intimate world that will impact his decision-making on a daily basis. This unwritten “value charter” ensures consistency in its actions. The person's values are also reflected in their way of living their relationships.
The person has an idea of how they would like to be perceived. She also has a typical portrait of the person with whom she wishes to have a relationship. Some people will be the “type” of person she wants to have a relationship with, some will not. She chooses to let certain people through for the sake of consistency with her values, which is normal and desirable.
If your brand was a person, what would it look like?
​
The function of the brand
​
The brand has an important role to play in the positioning of a company, since it influences the perception and place we take in the minds and hearts of consumers. The raison d'être of the brand is rather to develop an identity which will have a symbolic function, a function of trust and will have the advantage of guiding and informing.