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Focus Group Agency

Brand Strategy

Brand Momentum Story by Tony Lewis

The brand momentum story: How momentum is set to reveal a new way of thinking about growth and why it will become the critical metric every company must monitor to gauge success.

The Brand Momentum Story – A Brief Introduction

Monitoring brand and business growth

Learning from Marketing Mistakes: 7 Lessons for Brand & Business Growth In the fast-paced, challenging world of business, even seasoned leaders can stumble. Learning from mistakes is a powerful strategy for refining how we monitor brand and business growth. Here are seven invaluable lessons – built on learning from common mistakes – for managers, business leaders, and marketers to enhance their quarterly, annual, and five-year growth plans. By learning from these common mistakes and monitoring brand and business growth, business leaders can craft more effective quarterly, annual, and five-year growth plans. Embrace data-driven decision-making, stay attuned to customer and employee feedback, and remain flexible to adapt to the ever-changing market landscape. This proactive approach will drive sustainable brand and business growth, positioning your company for long-term success. Short-Term Focus While it’s essential to address immediate challenges, a myopic focus can derail long-term success. One of the biggest challenges for Marketing Directors is striking the right balance between short-term gains and planning for long-term, sustained success. Achieving one-year or even quarterly sales targets is more often rewarded with bonuses than achieving a decade-long sustained brand momentum – that is just one of the harsh truths of boardroom survival. However, balancing short-term objectives with…

Learning from mistakes: 7 Lessons for Growth

Introduction to Brand Tracking

Download our Guide and Introduction to Brand Tracking (PDF)

Person wearing a branded puma shoe

What is Brand Purpose and how does it help marketers? Purpose is the inspirational reason for a brand’s existence beyond making money. For most companies, this means doing something good; it’s often the difference the organisation wants to make in the world.  Brands are often hard to describe and even harder for consumers to understand, even though we’re exposed to them daily. Fully understanding the nature of a brand involves looking at several different factors, each of which is important for a business to consider when creating its brand. Among these is Brand Purpose. In this article, we’ve created a detailed breakdown of what a brand’s purpose is and why it’s so essential for boosting the value of your brand.  The importance of proper brand strategy Brands aren’t created overnight and certainly don’t succeed without proper planning and care. Your brand is your business’s identity, which consumers should be able to pick up on immediately. The brand is a valuable company asset that supports its marketing efforts, bringing in consumers and drawing attention to what you can offer. A strong brand takes time, discipline, and ongoing strategising. Effective brand strategy helps business leaders reach their goals whilst appealing to the right consumers. Why brand purpose matters  WARC (World Advertising Research Centre) claims that purpose is one of the most significant movements in business history. Brand purpose is just one aspect of a business’s branding that…

What is Brand Purpose?

Identifying valuable consumer groups

Building a Brand with a Brand Development Strategy Your brand is undoubtedly the most important asset for long-term growth. To complement our brand evaluation system ‘BrandVision’ we have created this Brand Building Guide.  BrandVision provides the essential link between your brand strategy and the customer.  5 Steps to a Succesful Brand Strategy Brand development involves the process of creating and fortifying your brand. To facilitate companies on this journey, we break down the process into 5 key steps.  To accomplish these tasks, you’ll require a well-thought-out brand development strategy.  Step 1 – Consider Your Business Strategy Your brand can be seen as a reflection of your brand reputation and how prominently it stands out in the marketplace. We quantify the strength of your brand as a product of Reputation x Visibility. There are many ways of evaluating reputation and our highly regarded Brand Equity Wheel provides a wide array of metrics to help inform and build your strategy. A strong, well-differentiated brand will make growing your brand much easier. But what type of brand do you want? Are you planning to grow organically? Your overall business strategy and goals must be at the heart of your brand development strategy, so that’s the place to start. If you are clear about…

Building your Brand Strategy

Why you need a Brand Vision

What is a Brand Vision? A brand vision is a future vision of a brand. It outlines where a brand is going. What it stands for, and what it wants to achieve.   A Brand Vision reflects the mission and vision statements of a company and incorporates its brand identity, market positioning and branding. Ultimately it maps a vision and trajectory for the future. It takes years for a brand to build its stature and reputation, and this is why a brand vision is so important – it is ultimately both the goal and the route map to success.   Brand Vision Explained Your brand vision should be encapsulated in mission and vision statements. These documents help you to define your goals for your business and outline how you would like your brand to appear to the outside world and your employees. In a nutshell, your Vision statement should relay the future position you’d like your brand to occupy in the future. Whilst your Mission statement defines how your brand currently defines itself, its goals and how it plans to reach these goals. By using both the Brand Vision statement and the mission statement together, you can chart a journey between where you are now and…

Why you need a Brand Vision