How we work with strategy and branding
The COPUS Clarity Program is a collaborative process that aims to give you all the relevant tools to lay your brand's foundation and apply it effectively across channels.
In other words, we help you write your story and then tell the world about it.
You might have a smart product but struggle to find the right words for it. You might have become busy with the success of your business but lack time to define some of the most basic guidelines for your brand. Or you might need a fresh perspective to get out of the rut. Whatever it is, this program is designed to give you clarity.
Expect to get challenged – we will tackle the big questions and the details.
From storylistening to storytelling
During the COPUS Clarity Program, you will go through four phases.
- First, we kick things off by coming together and understanding your needs. We ask lots of questions and dig to the core of your brand. Where are you at? Where would you like to be? How can we get there? What’s stopping you?
- After establishing your background, we head out and explore your brand universe – the competitors, the trends and the customers. We listen closely to their stories and learn what matters to them. With this insight, we identify opportunities that give us a clear direction for our strategy.
- We always uncover your why. What's your story? What are the values driving everything you do? What words could we use to describe how you do it? And how can we capture it all in one sentence?
- We lay the foundation for your brand by using a defined set of tools and integrating everything we have learned during our research. The result is an essential guide you and your team can own, return to, and use for all future brand efforts.
- Finally, we explore how we bring your strategy to life. We define which communication activities are relevant for you and develop concepts on how these activities could play out.
COPUS can execute all of these activities, with some very talented Strategists and PR specialists in-house and a trusted network of designers and filmmakers. We are prepared to go all the way and become your long-term partner in all things 'branding'.
Create an effective brand strategy with COPUS
Are you ready to create just the right brand for your business? We are ready to help you develop an effective brand strategy that gives your business a strong, trusting identity that attracts and retains customers as well as employees. Get in touch with COPUS and learn more about how we can help you develop a brand strategy for your specific needs.
What is branding?
Let us take a step back. What do we mean when we say branding?
In short, branding is what makes your business more than product specs. It enables you to differentiate yourself from your competitors and is essential to building a loyal customer group.
Your brand runs through pretty much everything that relates to your business. For example, a brand includes a name, logo, slogan, core words, phrases, visual identity, continuous communication on various channels, and much more. All of which ensure that your company stands out from the crowd.
In this way, branding ensures that customers remember your company as something unique and creates a long-term relationship with you at best.
Branding is not only an essential part of the company's identity now and here - branding is a future-proofing tool that contributes to your stability and growth. A strong brand inspires trust among your customers – it is a quality stamp that customers will recognise and return to again and again.
Your brand helps to increase your sales. And as you launch new products or services in the future, customer confidence in you will make them more likely to try out what you are launching.
Branding works at different levels:
- Corporate branding
- Employer branding
- Personal branding
"Corporate branding" is probably what most people think of when they hear the word 'branding'. Corporate branding is the company's overall branding and - in short - the relationship between your vision, culture, and image. In other words, it is the relationship between who you want to be, how you are, and how others perceive you.
"Employer branding" is branding the company or organisation as a workplace. It is branding for both current and future employees. This helps to profile your company as an attractive workplace and thus helps to attract, recruit and retain employees.
"Personal branding" is the branding of the person or persons behind the company. For example, it is essential for influencers whose brand is based on them as a person. However, you don't have to be an influencer to benefit from a strong personal brand – for example, it can also be beneficial as a jobseeker or as a startup, where the brand can be very tied up with a founder.
At COPUS, we work with innovative and forward-looking companies and organisations. We help you build a strong brand that attracts and retains customers and employees. To do this, you need a brand strategy, and we help you implement it.
How we develop an effective brand strategy together
When we work on a brand strategy, there are many aspects to go through. Some of the most important aspects we work on are:
- The company's core narrative and core messages
- The company's tone of voice
- The customer's existing perception of the brand
Brand analysis with COPUS
When you work with COPUS on developing your brand strategy, one of the crucial elements we start with is your company's current brand.
Based on research and interviews among the company's target group, we show how your company is experienced and defined today by analysing your brand's current identity, strengths, and weaknesses.
In practice, we conduct individual or focus group interviews with current or potential users of the company's brand and products. This analysis can give us answers to many vital questions about the brand. Some of these may include:
- What characteristics connect the market to your brand?
- What other brands does the market know?
- Which brands are your biggest current competitors?
- Are there gaps in the market that you can exploit?
By answering these (and many other) questions, the brand analysis gives us a tool we can use to make decisions about everything from your tone of voice to your target audience and core messages. This allows us to develop your brand – and your brand strategy.
Your brand strategy should advance your goals
A solid brand strategy ultimately aims to advance your company's overall business goals. In this way, these business goals help shape the brand strategy direction and content. Therefore, it is important to be able to answer what you as a company strive for. What do you want to achieve?
As a company, the most obvious answer is that you want to ensure growth in revenue and profitability. But it would be best if you dig a little deeper when it comes to branding.
Your goals are linked to your core message and values. For example, when defining your goals, you can think about:
- What are you focusing on?
- What values do you cherish?
- What thoughts do you promote?
- How do you inspire the people you hang out with?
The strategy must prioritise customer needs - and tell a good story
When you build your brand, there's no limit to what you can create. But a strong brand is nothing without loyal and trusting customers. When it comes to what customers demand, your brand can't shoot next to the target. Therefore, customer needs must always be prioritised in the brand strategy.
However, it is not enough to meet the practical needs of customers only by providing a competitive product. An effective brand strategy also considers customers' emotional and human needs.
Here, storytelling is a valuable branding tool. "Storytelling" is branding that translates your commercial messages into narratives that entertain, engage and create value. Storytelling speaks to customers as people and creates a more authentic relationship between your brand and customers. In this way, your products meet far more than customers' practical needs.
So think about the following:
- What are your customers' needs?
- How are commercial needs linked to the emotional needs of customers?
- How can you translate your product into stories that create value for your customers?