MAKE YOUR BRAND RELEVANTBe it a traditional business, a medium-sized or a start-up, all companies face the same challenges. Significance in the increasingly globalizing markets is necessary to grow and have a future. The consumers’ interest, driven by business, social and technical influences, is changing. Requirements and potential must be recognized at an early stage and innovative strategies need to be developed. A brand must act forward- looking and thus setting the path for all stakeholders to achieve purpose. For this reason it is necessary to abandon established paradigms and processes. Recognizing trends and strategic brand-oriented thinking define the way forward for companies.
Tastecube provides strategic and creative support in solving this increasingly complex challenge. In addition to creating new brands with lifestyle appeal, our main focus lies on brand development. We are capable to conceive and put into practice change processes across industries for existing brands, creating new brand experiences, supporting the expansion of brands into new sectors or markets.
The identity of a brand is composed of various elements so making a brand unique and distinctive. In order to remain credible on the market and for the consumer, the brand should keep its identity as consistent and recognizable over time as possible. Starting from the Brand Identity and strongly considering the brand’s DNA and values, we are capable to develop strategic approaches and concepts.
The brand’s DNA is the core of a brand and must be clearly defined for all stakeholders. Starting by analyzing the Macro Building Blocks (Brand, Product, Distribution and Communication), with the inclusion of the tangible but above all the intangible elements, we come to the Touchpoint definition. Touchpoints enable to define the competitive market environment by comparing the brand scores against each competitor. This reveals also the brand’s potential. Already at this stage, we are capable to show our clients new solutions to achieve a market advantage through differentiation.
The product in its strictest term is losing more and more importance in the mind of its final consumer replaced by the increasing relevance of a broad consumer experience. It is necessary to conquer the consumer and to address his mind and his needs directly. This is the essence of the brand. Brands express their personality and values and depict a lifestyle that the consumer feels attached to and identifies with.
BRAND PERCEPTIONBased on different Brand Experience, involving products and services, the brand is perceived by the consumer with all senses. His attention is attracted by sending positive and pleasant emotions. Any existing negative element must be identified and transformed into a positive one in order to build a desirable and profound brand, consolidating its equity in the long term.
For emerging and established brands, the identification of the direct and indirect competition and their own positioning in this context is significantly relevant. Also after the launch, the constantly changing market, must be carefully monitored and analyzed. This will enable to develop Product Portfolios in line with Consumer Requirements, eventually making necessary adjustments and to understand Market Potential. Successful brands can respond flexibly and quickly with innovative concepts to the changing markets and needs of target groups. This includes the strategic process of development and exploitation of new, international markets.
Tastecube sets up the entry on the market, especially for German brands in Italy and vice versa, developing in-depth studies, concepts, contacts and ensures they are operationally accomplished. Based on the Brand Identity and related guidelines, we draw up the Brand Positioning Statement as well as collection, distribution and communication strategies adapted to the new market.
For companies and brands, rethinking and following new paths are not only relevant for market and product strategies, but also for corporate communication. It is necessary to approach consumers with a different, unusual language in order to differentiate oneself. Here the fashion industry often offers forward-looking approaches that can be transferred to other sectors.
Internal Branding and Employer Branding strategies are becoming increasingly relevant to attract skilled and motivated employees. The development of a consistent Corporate Branding, be it external or internal, is the cornerstone for any activity that makes the company attractive to current and new employees.
Like the Fit Factor between brand and consumer, the Fit Factor between company-brand and employee is just as relevant for the company's success. Identification and commitment are key factors.
Focusing on current employees, Internal Branding strategies are designed to ensure that they perceive the corporate brand as genuine and credible. This creates a feeling of belonging and strengthens the bonds with colleagues, loyalty and motivation.
In addition to retaining existing employees in the long-term, even more innovative and creative Employer Branding activities, going beyond an attractive salary package, need to be implemented to attract new employees. When acting in a very competitive market it is therefore key to know all the characteristics, needs and aspirations of the potential new colleagues and to take decisions accordingly.
Through Expertise and Market Observations, our LoEdGlo® method and the implementation of Creative Workshops with our clients, we succeed to discover these requirements in the most diverse sectors and to support companies in differentiating themselves as an Employer Brand.