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How We Approach Branding
Building brands means changing thinking – the way your customers think about you, the way your people think about you, even the way you think about yourselves. To build leading brands and change people’s thinking, you have to think differently. Businesses face different problems based upon the needs they have, and their situation in the marketplace. Let’s face it: fixing a car is not the same as building a car. Consequently, we approach problems and build brands from three different perspectives: what you don’t know, what you think you know, and what you are willing to know. We define these ways of thinking as create, redefine, and extend. Every business has different requirements, and every customer has different expectations. Leading brands embrace different ways of thinking – because thinking differently is the hardest thing a brand can do. |
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Creating a Brand |
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Literally, the bringing into being. The spark of creation. The genesis of an idea. The proverbial blank canvas. Building a new brand means providing answers to the Who, What and Why. But the answers are not enough without an integrated strategy for how to implement them. New brands need to be understood for what they are and what they can be, to be socialized within their world. Turning new brands into leading brands is about more than the cry of “Eureka!”
view case study: FORGE, Jawbone, Vinfolio |
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Redefining a Brand |
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One day you wake up and the world has changed. Your competition has seized the advantage. Your customers are no longer loyal. Your investors have lost faith in your vision. Redefining a brand is about more than a shiny new logo or a big-budget advertising campaign. Throwing money at the problem isn’t the answer. Understanding the situation and restoring value starts from the inside. How will you redefine people’s perceptions and convert the naysayers? Just how resilient is your brand? Change is hard, but failure is harder still.
view case study: Adhere, Bank of Hawaii, CAIS, Mobile 365, Sprint |
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Extending a Brand |
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Success is not always eternal. Perceptions become established, ideas entrenched, and complacency prevalent. Leading brands must continue to evolve – to grow and change as markets, products, and customers adapt. Retaining a brand’s relevancy and competitive advantage requires continual modification. Understanding when, why, and how much you must change is the difference between a leader and a loser.
view case study: Microsoft Executive Cricle, Pacific Capital Funds, Windows Mobile |
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As brands develop through business and market cycles, they may only face one of these challenges at a time. Other businesses and their brands may coexist at multiple points simultaneously. What separates leading brands is their ability to turn their brand strategies into business realities. SALT prides itself on working with such leading brand thinkers.
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