Your Brand is Your Most Valuable Resource A successful brand requires foresight, strategy, original design and creative management to add value to a company, influencing customers and strengthening its future endeavors. Every brand establishes a unique market position and perception, whether good, neutral (perceived indifferently due to lack of knowledge, etc.), or bad. That perception is directly correlated to growth, market share increase, and brand success. When consumers perceive your brand indifferently or worse, it will negatively affect your profitability and your product will fade into the sensory noise of the competitive marketplace. When consumers have a strong emotional tie to your product or service, that tie will increase the value of your brand and boost your profits — even in a competitive market. Purchasing [...]
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Brand Victory – or Success – is Measured in Terms of Brand Value A brand’s value is determined by the worth of intangible brand assets, contribution to shareholder value, and brand equity. Because developing a brand portfolio is a long-term investment, company brands must be counted as an asset and deliver ROI to maintain their value. Brands, specifically, are gauged and valued by customer perception and are therefore counted as intangible assets. This combination of immaterial goods measures the brand as a reputational asset, and is purely dependent on customer perception. Measuring a Brand’s Worth Brand value, the calculable worth of intangible assets that relate to the brand, is measured at three levels: Company: Calculates the value of intangible assets from a total company value [...]
Brandgineering by Design™Process, by V2Works The Brandgineering by Design™ Process is How You Get Your Brand from Ambiguity to Brand Victory Market data consistently reinforces the direct link between successful branding and an increase in profits, market share and ROI. Reinforced, long-term brands are increasingly becoming companies’ most valued assets. Executives are taking note and making significant steps towards investing in Brand Victory. The market is saturated with preliminary brands that, for varying reasons, fail to reach Brand Victory. Without an intentional strategy and ongoing reinforcement for every step of the development process, your brand will weaken, fall back in the midst of market competitors, or lose brand preference. Brands require consistency, intentionality, and creativity across all market channels. You need the right tools — and a good [...]
Partnership Strengthens Your Market Leadership Partnering your brand with Brandgineers ensures long-term, strategic development and ultimately positions your company for Brand Victory and marketing leadership. As Brand Victory continues to increase company value, the development of your brand and reinforcement of Brand Victory becomes an even more important feature of company investments. In order to capture the attention of today’s consumers, the communication between company and consumer has to be smart, appealing, memorable, and deliver a consistent message across all brand platforms. The greatest need in maintaining an effective brand presence is to reinforce perception and preference at every point of customer communication. Today’s companies need strategy, creativity, and original innovation, and the partnership between these skill sets is becoming more profitable than ever before. [...]
Case Chronus offers talent and career development software for enterprise-scale organizations. As one of the fastest growing mentoring and talent development solutions companies, Chronus looked to differentiate their brand by teaming up with brand experts, V2Works. They had a lot of information that needed to be streamlined for potential clients. Strategy Brand strategy focused primarily on how the customer was interacting with Chronus products—development from on a user experience perspective. Along with a redesign of their corporate website, we used the refreshed Chronus brand platform to implement additional creative projects including photography, illustration, and sales campaign collateral. We focused on simplifying customer interfacing from the ground up. Results By involving the core management in creative discovery sessions it was [...]
Case DirtFish is the most prestigious rally racing school in America set at the foothills of the Cascade Mountains in Washington State. With over 315 acres of gravel, mud and tarmac, DirtFish is one of the most qualified locations in the world to learn or train for rally racing. With a corner on the niche rally industry, the team at DirtFish looked to expand their rally racing empire, laying the groundwork for a global brand development. Strategy We collaborated with the DirtFish team, getting our hands dirty to restructure the brand from the ground up. The discovery process included spending quality time at the facility working with sales personnel, instructors, and even mechanics. Together, the DirtFish team and rally car [...]
Case HISUN needed to expand their brand relevance and break through to their target market, the United States. Even though they were the sixth largest supplier of UTV’s in the world, they were virtually unknown in the U.S. because most of their product marketing was targeted to OEMs. The HISUN brand needed a competitive strategy to reinvigorate consumer preference across all UTV and ATV markets. Strategy HISUN partnered with us to direct a relevant perception of their product to their target market. We recognized the need to significantly redirect HISUN’s advertising efforts to connect their brand to a lifestyle of fun and recreation. The Brandgineering by Design™ process integrated lifestyle photography, messaging, advertising, and strategy to define a consistent experience [...]
Case Because IDEX Health & Science was originally a conglomerate of eight distinct sub-brands, they were viewed as product distributors that offered a variety of industry-leading products. Customers had difficulty identifying which company was behind their preferred products. This lack of overarching brand distinction both under-represented IDEX’s capabilities and caused confusion in the market place. Strategy Through strategic development and application of the Brandgineering by Design™ process, IDEX Health & Science products and services were restructured under one brand platform. Branded collateral was able to inspire a fresh and unified take on IDEX Health & Science as a premier health and science parts supplier. IDEX Health & Science’s refreshed brand platform paired the ‘Fluidics for Life’ brand promise with [...]
Case Majestic Glove has established the standard of quality in the safety glove industry. With positive brand perception already built around their commitment to manufacturing quality gloves, Majestic looked to break ground in several additional safety categories—everything from flame resistant clothing to glasses. During the discovery phase, our team identified a window of opportunity to rebrand their company and target future expansion possibilities. Strategy As a long-standing contributor to Majestic Glove creative, we were able to identify a cohesive strategy for their company growth. Majestic has behind it a rich history of quality and production, which made the growing pains of modernization the most challenging aspect of developing their brand. New brand visuals positioned Majestic Glove to reach a [...]
Request a Free Copy of Brandgineering by Design,™ A Practical Guide to Achieving Brand Victory, by V2Works Your business deserves Brand Victory. We can help. Brandgineering by Design, published by V2Works, was developed to help you discover how to cultivate a long-term positive brand, and assist your company in reaching Brand Victory. Brandgineering by Design is a brand development process that integrates innovative design and targeted strategy to achieve Brand Victory — success. Our proven process is the result of over 22 years accumulative branding research, analysis and implementation, in which we have captured our deepest, most meaningful brand experiences, and simplified them into a simple step-by-step process. If you want to establish a victorious brand, look no further. Request a free hard-bound copy of Brandgineering [...]