Analysis | Identity | Planning | Communication | Management
NewMarque
Branding is a discipl
[ Our Firm ] NewMarque Group is a strategic consulting firm committed to building and growing great businesses. We provide professional services to help you establish market leadership, create ideas for new products and services, and implement promotional programs. Branding is a discipline we apply to every aspect of your business. We work with you to clarify your value system, enhance your business strategy, form your identity and communicate a robust brand message. Your brand identity — a complete understanding of what your brand represents — guides us through every step of the way. NewMarque Group specializes in helping young companies build their brand from strategy through execution. We are adept at creating innovative solutions to solve the organizational and marketing problems faced by early stage companies.
i n e w e app l y t o e v e r y a s p e c t o f y o u r b u s i n e s s .
The symbol for a brand is its trademark
[ What is a Brand? ]
The symbol for a brand is its trademark. The brand itself is all the tangible and intangible attributes that are the essence of a company, its heart and soul. The brand is the foundation on which every customer experience with the company is built. The branding process aligns a company’s business plan with its products and services. When properly managed, branding creates value and influence. Develop your brand and align it with your business strategy to: • extend market share, • build barriers to competition, • motivate your workforce, • ensure greater performance and profit, • attract and recruit top talent
Y o u r b r a n d i s u lt i m at e ly y o u r r e p u tat i o n .
[ Why is it important? ]
Your brand is ultimately your reputation. It begins with the promise you make, and therefore, the promise you must keep. Much more than a visual face or public identity, the brand is about human nature and success behavior. It lives in every member of an organization, advancing your common vision and mission. The brand is a performance measured and recorded in every encounter with your constituents, including customers, investors, employees, business partners, and media.
A brand is the sum total of everything that is known,thought, felt or perceived about your company, service or product. It is a promise to achieve certain results, deliver a certain experience and act in a certain way.
[ The branding process ] This is a business process - one that is planned, strategically focused and integrated throughout the organization. Branding establishes the direction, leadership, clarity of purpose, inspiration and energy for one of a company’s most important assets, its corporate brand. It is the ultimate business tool for the CEO. The company’s brand conveys the essence, character and purpose of the company and its products and services. It is the heart and soul of the brand for which all outward expressions emanate. When effectively managed and communicated the company’s brand has tremendous power. Branding is often confused with “corporate identity” or “corporate image”. They have different meanings: Corporate Identity refers to the company’s name, logo, tagline — its visual expression or its look. Corporate Image is the publics’ perception of a company, whether that perception is intended or not. Branding is the process that will determine customer confidence, trust and perceived reliability. Branding is tough to do because you cannot create it just by running an ad; it has to be expressed in the strategy of the product, the persona of the CEO when he talks to the world and in every action that is visible to the public.
The symbol for a brand is its tradema
ark
[ Our Approach ] As Brand Architects, we provide professional services focusing on establishing a company’s leadership in their business market through innovative positioning, product creation and promotional programs. We expand the company’s existing marketing and public relations efforts from a point of view that grounds the company in developing a unique brand experience for the customer. 1. More than just performing competitive analysis, with Brand Analysis the existing product offerings are reviewed through the eyes of the organization, the customer and the competition. 2. Beyond providing a Corporate Identity which refers to the company’s name, logo, tagline - its visual expression or its look, we build Brand Identity - A comprehensive value system that provides the architectural framework for all brand-building efforts. This is a clarification of a company’s value system, an enhanced business strategy and a powerful brand message.
Brand Analysis
i
Brand identity
3. In addition to product and pricing strategy, we provide creative Brand Planning that includes the innovation phase where the branding team develops and plans the integration of new products and communication tools, both traditional and online marketing. 4. More than coordinating marketing launch activities; Brand Communication - includes the development and implementation of innovative brand communication programs that express the brand’s identity through traditional and non-traditional marketing tactics. Branding is what aligns a company’s business plan with its products and services. It is the foundation on which to build every experience the customer has with the company.
Brand planning
Brand communication
Brand management
[ branding analysis ]
Branding starts with an objective assessment of your current position versus your competition — measurements of competitive share, market growth, and projections for
Analysis Tools — gaining reflective insight
the industry. These measures, in turn, are complemented by more subjective analysis gained through listening to key internal and external constituencies. We provide the qualitative and quantitative research to answer primary questions in the brand audit, then analyze all data to come up with a snapshot of your brand versus its competitors. • Customer Analysis • Competitor Analysis • Internal Analysis Market research, the cornerstone of a brand audit, is essential to true understanding of how the market defines your brand. We offer quantitative and qualitative research
Brand Review Workshop • Customer Analysis • Competitor Analysis • Internal Analysis Organizational Surveys • Capabilities Survey • Core Values Survey • Personality Survey
with in-house staff and through alliance partners.
a n a ly s i s
[ branding identity ]
The terms brand and brand identity have become ubiquitous to the point that their meaning has become blurred. A brand identity system is composed of many elements that are related yet distinctly different. As brand architects we add clarity to the process of brand identity development.
Identity Discovery Tools — Developing brand strategy, platform and expression
Brand Image: How the brand is now perceived Brand Identity: How marketers want the brand to be perceived Brand Position: The part of the brand identity and value proposition to be actively communicated to the customer An organization’s brand identity needs to be a complete understanding of what the brand stands for. It is much more than a slogan or an advertising tag line. Our goal is to develop an extended identity system that has the texture and depth
Visioning Workshop Positioning Workshop Customer Value Proposition Workshop
needed to guide the brand-building effort. A company’s brand identity is more than a collection of product attributes. It encompasses brand personality, organizational associations, and brand symbols.
identity
[ brand planning ]
Once a framework for all brand building has been established we embark on a process of clarifying and elaborating the brand identity. Brand planning is the transition from identity to communication that strives to establish to tools and methods to keep the strategy on track.
Planning Tools — planning new products and new ways of communicating
The goal of the brand planning process is delivering the substance behind the brand identity: • Working with existing identity-supporting programs and creating new programs • Identify the stories, people and events that perfectly represent the brand identity • Make the identity more vivid by translating it into visual metaphors — interesting and memorable • Set priorities for brand differentiation and communication objectives
Idea Generation Workshop Brand Story Workshop Naming Workshop Collaboration Wiki
By extending and elaborating the identity, an organization can provide the needed richness and texture that will guide effective and consistent communication programs.
planning
[ brand communication ]
Once your brand is defined and the goals have been established for the expression of your brand, we identify communications tasks, defining your audiences, developing messages for each, and determining how those messages can best be delivered. The framework for developing your
Communication Tactics — implementing traditional and not-traditional marketing projects
branding program will focus on: • Creating visibility • Building brand associations and creating differentiation • Developing customer relationships As your partner in the branding process, NewMarque Group will work with you to identify people within your company as well as outside advisors who are critical to its success. We then guide your team through the process of developing your brand positioning and implementation program, helping to ensure that it will be implemented throughout the organization and sustained beyond the life of the project. We will work to deliver your message using traditional and non-traditional tactics.
Communication Tools • Corporate identity systems • Logo design • Stationery systems • Corporate image brochures • Capabilities brochures • Sales literature • Identity standards • Presentations • Exhibits • Web sites • e-newsletters • e-stationery • e-postcards • e-pr
communication
[ brand management ]
There are two dimensions to brand management that are critical for successful brand development. The first is internal communication and the second is measurement. Brand development is a long-term business building initiative requiring leadership and commitment.
Brand Management Tools — tracking results with audit and ROI measurements
Within the organization, internal communication programs to employees and business partners are critical in creating the clarity and culture needed to deliver on the identity. Simply put, measurement drives behavior. The key is to create measurement systems to track brand performance thereby ensuring a significant return on investment. Brand equity elements include sales, profits, distribution, customer loyalty, awareness, perceived quality and associations made with the product or service.
Annual Brand Audit Brand Consistency Survey Custom Tracking Programs
Like other company assets, a company’s brand must be nurtured and protected.
management
[ Creative Services ] As Brand Architects, we address every action that is visible to the public. To support the implementation of innovative brand communication programs, we provide brand communication tools. Using in-house staff and in collaboration a variety of creative resources we develop results orientated marketing collateral. Key Corporate Branding Products • Corporate identity systems • Logo design • Stationery systems • Corporate image brochures • Capabilities brochures • Sales literature • Identity standards • Presentations • Exhibits • Web sites In order to meet clients other needs, we work with a network of talented and highly skilled writers, marketing experts, illustrators, audio/video technicians and programmers. These include ad agencies, PR firms, community relations firms, and/or other consultants.
[ selected Client List ]
Corporate Finance Associates | Investment Banking Mission Ridge Capital | Alternative Investments Sabrient Systems | Investment Research SB Quantitative Strategies | Alternative Investments Sunrise Equity Investors | Private Equity Investments Remington Capital | Investment Banking Counting House | Mortgage Financing Coagulation Sciences | Biotechnology EpiGenX/EGX | Biotechnology Facilitate | Platform for Innovation Girvan Technology Holdings | Technology Licensing Invenios | Nano-Microtechnology
NewMarque NewMarque Group 650 Ash Avenue, Suite B | Santa Barbara, CA 93013 T/ 805.708.6173 | F/ 413.502.5619 www.newmarque.com