“Is a brand that important to invest in?”
“Do we really need to worry about our brand?”

We often hear these questions from CEOs who want to know why their customers are confused about their products and services. The answer is that their brands are not firmly planted in the minds of their customers. This is where we can help, starting by assessing their brand.

The first step is to identify existing marketplace perceptions—how your company, your products and services, and your brand are perceived. Our goal is to obtain a range of updated and accurate marketplace perceptions by surveying your employees, customers and strategic partners, and asking them to describe your company. Our aggregation and analysis of these answers creates the foundation for determining how to reposition or rebrand your capabilities and unique competitive advantages.

The second step is to determine how you want your company and your brand to be perceived. We undertake a series of branding and messaging exercises with your management team to pin down your master brand and the key messages that support it.

In the third step, NIA develops a comprehensive branding and messaging platform based on our surveys and exercises. NIA recommends strategies to close the gap between existing marketplace perceptions and where you want to be, to neutralize negative perceptions and replace them with positive ones, and how to convey your key verbal and visual messages and unique competitive advantages through every customer interaction. When consensus is reached, we then proceed to implementation.

Want to learn more? Read our branding white paper