Branding Inside Out

A brand is not just a valuable asset. It’s an organising principle for your business.

The strongest brands are therefore built from inside the business. They are built on a belief that brand drives business value by bringing value to customers. They keep leaders focused on what is special, different and valuable to their customers, your employees and the wider world.

Many people understand this. But many businesses fail to:

• articulate simply, clearly and compellingly what their brand stands for and why
• drive the hard-choices needed to deliver their brand promise to customers
• rally people inside their business relentlessly around pride in and commitment to their brand
• measure their brand performance as one of the key indicators of business performance

As a result they don’t make their brands work harder for their business. Moreover, the process of defining a brand strategy can be slow, costly and frustrating. When it needs to be rapid, lean and agile because the world won’t wait for you to ‘sort out your strategy’.

We’ve helped organisations of all kinds grow their brands from the inside out. Fast.

We’ve developed lasting brand strategies, built brand management tools, helped transform customer and employee understanding and behavior toward brands.

Our approach is rigorous, robust and is delivered at pace.

“Caffeine brought energy, ideas and focus to our decision making, helping develop our brand strategy and clarify the brand architecture.
A pleasure to work with.”

MARKETING DIRECTOR, INVESTORS IN PEOPLE

“Caffeine helped us simplify the complexity of our business into a clear, consistent brand story & roll out the brand message across our teams. They’re great to work with & I highly recommend them.”

GLOBAL BRAND DIRECTOR, ORANGE

HOW TO BUILD A BRAND INSIDE OUT:

1. Build the business case – we ensure leaders understand the brand’s vital role in business growth and are personally committed to it.
2. Bring Insight-in – our 4Cs model identifies the key insights from customers, competitors, your culture and a wider social and economic context.
3. Define – our proprietary Brand D‘n’A tool provides a concise, clear and compelling ‘on one page’ brand story.
4. Drive into action – we bring ‘Brand Leaderspeed teams’ together to identify the priority strategies to align business operations with the brand promise.
5. Engage everyone – we develop comprehensive communications that relentlessly inform, inspire and integrate brand into people’s daily thinking.
6. Deliver & measure – we advise on what to measure and monitor to improve brand performance and its impact on business results.

HOW TO BUILD A BRAND INSIDE OUT:

1. Build the business case – we ensure leaders understand the brand’s vital role in business growth and are personally committed to it.
2. Bring Insight-in – our 4Cs model identifies the key insights from customers, competitors, your culture and a wider social and economic context.
3. Define – our proprietary Brand D‘n’A tool provides a concise, clear and compelling ‘on one page’ brand story.
4. Drive into action – we bring ‘Brand Leaderspeed teams’ together to identify the priority strategies to align business operations with the brand promise.
5. Engage everyone – we develop comprehensive communications that relentlessly inform, inspire and integrate brand into people’s daily thinking.
6. Deliver & measure – we advise on what to measure and monitor to improve brand performance and its impact on business results.

HOW CAN WE HELP YOU?

To discuss how Caffeine can help you build your brand from the inside out, please contact:
simon@thisiscaffeine.com +44 (0)7718 394 992 www.thisiscaffeine.com

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