THE PROCESS

A brand strategy is the development of a process that clearly positions the brand uniquely from its competition, whether real or perceived. The strategy can only be truly successful if all aspects of the products environment and target customer are fully understood.

Understanding the Dynamics of the Market:

Global focus of Architectural firms
Downsizing of firms and its effect on spec writing & libraries
Sustainability and its move towards energy efficiency
Technology with its speed of information and its expansion of devices

Understanding the Target Audience:

Demographics & Psychographics of typical firm
Adaptation of technology e.g. BIM
Research and data collection via web and social media
Rising influence of General Contractor in the product selection process
Motivations to specify certain product

Strategic Development & Direction:

Continuous focus grouping with Architects/ Designers and industry influencers
Study and analyze new technologies and motivational trends
Develop product S.W.O.T. analysis
Construct a USP (Unique Selling Proposition) for the product

Executional Strategy:

Review product sales cycle and determine what marketing communication tools are required for maximum effect
If product education is key then such tools as CEU courses or webinars may be needed
Depending on the target audience, print or digital media (or both) may be the answer
Better tools for the sales force may be needed
What SOM Strategy should be developed and executed
Careful calibration of all or any of the tools above must be developed and executed in order to maximize the
products effectiveness

Analytics Strategy:

Develop an analytics strategy that will maximize ROI
On-going monthly monitoring that allows for modifications to creative and media elements throughout the plan
Detect market and target audience trend movements and assist in building the next or future campaigns