Brand Strategy & Architecture

A unique DNA for your brand including purpose, positioning and proposition.

Caffeine were excellent at helping us quickly and clearly express our
brand vision

CEO, SAGE

What is brand strategy & architecture?

Whether you’re a product business, a service business, or one which delivers experiences, your brand is the interface between your business and your customers. In its most basic form, it can be simply a name or logo that helps your customers quickly identify you in a crowded marketplace.

But your brand should do much more than be a signpost. It should also give your potential customers a reason to choose you, differentiate you from your competitors, and inspire your employees to deliver great products, services and experiences to your customers.

We define a unique DNA for your brand(s) by:

And where you own more than one brand e.g., in a brand portfolio or you have a master/product brand relationship, we define a strategy for each brand and an architecture that defines the relationship between them and how they interact with each other.


How we help

  1. 4Cs framework – we initiate our proprietary 4Cs audit and commence preliminary research into Customer, Competition, Company and Context.
  • Develop a series of brand DNA models – built from the territories identified in the previous phase, each model outlines a potential, Purpose, Positioning and Proposition for the brand.
  • Exploration of each model – a workshop to work through the strengths and weaknesses of the different models as well as the considerations and implications
    of each.
  • Refinement of preferred DNA model – we build, strengthen and codify the preferred expression.
  • Developing the architecture – where relevant, we explore the optimum architecture for your group of brands. Our approach is predicated on keeping things as simple as possible, either because they play a strong role in driving demand, or because they serve a greater strategic purpose for the whole group.

Our models and frameworks

Our 4Cs audit model
Our Brand DNA Model
Purpose Drivers Model

Watch out for...

Over-complication

Whether defining your positioning or constructing your brand architecture, simplicity is your friend. The easier it is for your customers to identify, understand and distinguish your brand in a cluttered marketplace, the better. And the easier you make it for your employees to understand, the better chance they have of creating cut-through. So, whether you are using a brand key, brand pizza, brand wheel or brand pyramid, be as ruthless as you can to make it as simple and as intuitive as possible.

Get in touch...

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Insights

MEASUREMENT ISSUES
  • Customer Experience ·

Getting the measurement right

As customer experience consultants it is great to see leading companies, SMEs and start-ups making CX a non-negotiable foundation of their business operations. The next-step however, isn’t often thought-through – measurement. If you, as a brand leadership team, haven’t yet created a way to measure the impact of your customer experience initiative, ensuring that the outcome is positive and that the experience can be sustained… then it’s time to clear your diary.
Read More »
  • Leadership ·

Do you deserve to be followed?

“Why should anyone be led by you?” was the chilling headline of a McKinsey award-winning Harvard Business Review article (subsequently becoming a book) in 2000. Fast forward two decades and perhaps that headline should now be, “Why should anyone keep being led by you?”
Read More »
  • Brands ·

Being The Brand

When the strain upon the operations of a company is too much for the system itself, what hope is there for a brand to inspire or maintain customer loyalty? The last line of defence for the brand, when the systems fail, is the relationship between the staff and the customer. When ‘push comes to shove’ your people are your brand.
Read More »

Our Services

Brand-led Business Strategy

A growth strategy that inspires customers and employees

Customer
Experience

A distinctive customer experience that sets you apart

Employee
Experience

A culture that enables and empowers employees

Need a shot of Caffeine?

Are you an impatient leader wanting to make things happen?

We can help.

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