The Fundamental Role of a Brand Strategy


Once, a potential client told me: “…but don’t forget that my brand is very small,” likely concerned about the costs that a branding program might entail. At AK-Branding, we believe there is no such thing as a “small brand.” Every brand, whether active or in development, faces unique challenges and opportunities in its market.

Benchmarking and Strategy: Keys to Success for Small Brands


Every current or potential brand is immersed in a market, meaning it will have a number of competitors, case studies to learn from (benchmarking), trends to follow or anticipate, and users or consumers to learn from, and it must outline its brand strategy.
It will also need a verbal and/or graphic identity to achieve coherence in its communications, and will need message guides and graphic guidelines (Brand Manual). In all this, the branding program will guide the way.

How to Develop a Coherent Brand Identity?


Every brand needs a verbal and/or graphic identity to achieve coherence in its communications. This component is crucial and is supported by well-defined message guides and graphic guidelines, as detailed in our Brand Manual. Your brand’s identity is the direct reflection of how consumers perceive themselves in a competitive market.
But then, what makes brands different?
The difference between a brand in a large market and a small market may lie in the number and size of competitors, which will create a longer or shorter list of attributes to analyze. However, certainly, each brand must first look at itself in this mirror, before looking out the window.

Market Positioning: Being Disruptive Even as a Small Brand


Even brands that may seem “smaller” seek to be disruptive in their markets, whether because they are leaders or challengers of the leader. And only a deep knowledge of their market, their competitors, their audiences, as well as the construction of a consistent image both verbally and graphically, will allow the generation of a truly distinctive image and message for the brand.

AK-Branding for you:


Are you looking for a branding strategy for your brand? Only a deep understanding of your market, competitors, and audiences, combined with the construction of a consistent image both verbally and graphically, will allow the creation of a truly distinctive message for your brand. Want to know more about how we can help you build a successful branding strategy?
Visit our main page to discover our services and how we transform “small brands” into disruptive and successful benchmarks.