Branding
Idea:
Getting it right.
A brand is a complex set of associations of an entity with physical, conceptual, and emotional characteristics. Because it’s often hard to pin down, it’s all the more important to get it right.
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Branding
OUR STRATEGY :
RF|Binder has a three-part strategy to help clients strengthen their brands and the businesses based on those brands. RF|Binder helps clients understand the perceptions of brands by critical audiences. Next, and perhaps most critical, RF|Binder works with clients to articulate brand definition, to build consensus for the definition among key insiders, and to aid decision-makers when they must, occasionally, redefine a brand definition. Finally, RF|Binder has extensive experience developing communications campaigns to launch or re-launch new or refreshed brands.
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Branding
CORE SERVICES :
RF|Binder assists clients in strengthening their brands through:
- Research projects designed to document key audiences’ brand perceptions – the attributes of the brand
- Research projects designed to elicit the impressions and ambition for the brand of decision-makers in the client organization; projects designed to illustrate consensus or points of dissonance among the people who must collaborate to support the brand
- Multi-dimensional integrated communications campaigns centered around a milestone (launch, re-launch, or anniversary) designed to inform or remind key stakeholders of the brand benefits
Branding
SPECIALTY SERVICES :
RF|Binder assists in branding exercises through:
- Identification and selection of research methodologies best suited to the target audiences
- Identification and selection of creative professionals, as required by an assignment, for the development and production of new visual representations
- Facilitating decision-making and consensus-building among key internal stakeholders about the definition and direction for the brand
- Production of marketing collateral
- Events
- Long-range integrated communications plans, with concrete goals, for increasing recognition and understanding of brand attributes