BRAND BUILDING
The team of brand building experts at Hammer Consulting Group have built brands throughout their careers by understanding the key reasons why their brands exist. It sounds pretty simple, but the reality is that many companies have brands that are built on weak foundations that ultimately undermine the strength of the business in total.
A brand is a promise, and it’s a promise that has meaning and relevance for a specific target audience. Trying to be all things to all people is the cardinal sin of companies who are trying to aggressively build a consumer base to accelerate growth. They end up having a brand that actually is unimportant to everyone, because they didn’t go through the basics of brand building.
At Hammer Consulting Group, we know what it takes to build great brands, including:
- Clearly defining your target audience. What is their demographic and psychographic profile?
- Having a clear understanding of your brand’s USP. How are you going to differentiate your brand from your competitors? Is that differentiation relevant to your target audience?
- Building a strong brand positioning that is unique, compelling, ownable, and relevant.
- Developing a communication strategy that reinforces your brand’s reason for being.
- Establishing brand building plans that maximize available resources to engage existing users more deeply and invite new users into the brand. Employ the most appropriate communication tools that fit your brand personality, including developing a comprehensive digital strategy that includes an engaging website, a strong social media platform, and the aggressive use of email marketing to communicate with customers on THEIR terms, not yours.
Aside from your people, your brands are your company’s most valuable resources. Let the brand building experts at Hammer Consulting Group ensure your brands have the strength to propel your company’s growth, now and into the future. Contact us now for a complimentary consultation.
CASE STUDY
GOOD FOOD AT A GREAT VALUE
CHALLENGE
Brand was undervalued and underappreciated inside of ConAgra.
INSIGHT
Embracing what the brand stood for (Good Food at a Great Value) rather than running away from it could enable Banquet to win in the marketplace.
ACTION
Operated Banquet as “the Walmart of Frozen Foods”, embracing its role as the “go to” frozen brand for low income consumers who depend on Banquet to meet their food needs.
RESULTS
Profitability grew the topline by 15% over three years (from a $600M base) while virtually eliminating a key competitor (Swanson); internally established Banquet as one of ConAgra’s most strategic and important brands.
FREE CONSULTATION
We are offering a complimentary, in-person consultation. Click below to get started.