Brand Development Consultancy
Just what is a brand?
Most ordinary people do not give much thought about what a brand is. For them, it is usually a consumer product which they bought off the shelf from a supermarket or department store which they are familiar with because they saw the advertisement for the product from some media such as a print magazine, television advertisement or on the internet.
Larger items such as cars would also be associated by brands. However, these larger items would have a more specific set of characteristics which are associated with them such as product features, reliability, design, and even ownership prestige. No doubt a number of the logos below would be familiar with most people:
Larger items such as cars would also be associated by brands. However, these larger items would have a more specific set of characteristics which are associated with them such as product features, reliability, design, and even ownership prestige. No doubt a number of the logos below would be familiar with most people:
One perspective of what a brand is comes from the American Marketing Association:
A brand is a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition."
Then, there are the other perspectives as well. Wally Olins, one of the leading brand gurus famously once said:
A brand is a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition."
Then, there are the other perspectives as well. Wally Olins, one of the leading brand gurus famously once said:
Why should enterprises be concerned about branding?
An organization's brand is an indirect representation of the organization itself. It gives the consumer or the general public a way of linking that name, term, sign, symbol or design to the organization wherever it appears. More importantly, by linking those to the organization, it generally imprints itself onto the consciousness of its target audience. One of the most famous brand on Earth is Coca-Cola. Who on Earth would not instantly recognize this symbol?
What then is the value of the brand to the enterprise? Quite a lot, it seems.
Brands, as it turns out, has a value to them. Brands are measured by the value that they brings to enterprises and is measured in the form of something known as "brand equity". Although not always tangible, brand equity in a way represents the future survival of the enterprise. There are many facets to brand equity: Availability, Preference, Loyalty, Awareness, Familiarity, Image & Personality and Associations. Each of these facets are important to the future earnings and hence the future continuity of the enterprise.
How does Minuteman Resources go about developing your enterprise's brand?
At Minuteman Resources, we develop your brand in a systematic way. We employ a basic five-step approach:
1. Understanding your present brand position
2. Planning the brand strategy
3. Developing the brand with ideation (idea creation)
4. Implementing the brand strategy
5. Measuring the impact of the brand strategy
As this basic five-step approach is a proprietary methodology, we will only let you know of the details of the methodology during the customer engagements with you, when the scope of the project is fully understood.
How long does the typical project take? And how much does it cost?
That would depend on certain parameters, such as:
1. The objectives and scope of the brand development project
2. The size and complexity of the enterprise
3. The enterprise's budget allocation for the project
4. The availability of enterprise's manpower resources to undertake the project
A project would typically take between 6 - 12 months from commencement till completion. The project cost would be range from S$40,000 to $80,000 for a mid-sized enterprise (usually more for a larger and more complex project). Qualified Small and Medium Enterprises in Singapore can apply for government assistance from SPRING Singapore, and under the Capabilities Development Grant, qualifying for up to 70% grant funding. Please do note, however, that the assistance is limited to brand development activities only and does NOT include business costs such as on-going graphic design for products packaging and printing of marketing collateral.
Click on the SPRING Singapore logo on the left to refer to the Capabilities Development Grant (CDG) page. One of the ten areas of capability development that SPRING Singapore funds is Brand & Marketing Strategy Development. Funding is on a reimbursement basis and can only be claimed upon completion AND full payment of the whole project. Minuteman Resources will assist from the application till claim submission for the project.
|
What would the expected outcome of a Brand Development project with Minuteman Resources?
After the successful completion of a brand development project with us, you can expect the following:
1. An improved understanding of branding concepts and how branding helps the enterprise
2. A brand strategy which is integrated to its marketing and communications strategies
3. Alignment of the brand image to your enterprise's vision and mission
4. Greater awareness of your enterprise's brand among all stakeholders
5. Greater brand equity from the improvement of your enterprise's brand position
6. Improved employee engagement and loyalty
Would these not be good enough reasons to embark to a brand development project?
OUR DISCLAIMER:
1. An improved understanding of branding concepts and how branding helps the enterprise
2. A brand strategy which is integrated to its marketing and communications strategies
3. Alignment of the brand image to your enterprise's vision and mission
4. Greater awareness of your enterprise's brand among all stakeholders
5. Greater brand equity from the improvement of your enterprise's brand position
6. Improved employee engagement and loyalty
Would these not be good enough reasons to embark to a brand development project?
OUR DISCLAIMER:
A final note here: You may have heard of 'Personal Branding' in the context of an individual. This is not within the scope of the brand development consultancy being offered here. 'Personal Branding' is valid for all professionals, as each individual is responsible for his or her own presentation to the rest of the world. In fact, such a form of branding is becoming more prevalent as micro-enterprises, freelancing and other forms of business and work arrangements become commonplace.
If you are interested in a 'Personal Branding' exercise, please refer to "Entrevo" on my Partners page and contact them instead.
If you are interested in a 'Personal Branding' exercise, please refer to "Entrevo" on my Partners page and contact them instead.