A brand is largely customer perception. Shaping the perception through marketing communications and reinforcing the perception by consistent delivery of customer experience is important.  To ensure that the brand promise matches the brand delivery (customer experience), we offer a 360° approach to brand building – that focuses on building brands inside out.

Your Issues
  • Launch of new brand, which affords an opportunity to define the brand
  • Existing brand that that become stale and is not performing as well as in the past
  • Need to identify new opportunities for the brand
  • Take the brand to foreign markets

CeQuotia Services
  • Brand DNA Development
  • Internal Brand
  • Brand Rejuvenation
  • Brand Leverage

Brand DNA Development
Great brands have a sense of purpose, often a unique personality and are clearly differentiated from their rivals.  In short, brand leaders have great clarity.  To ensure the meaning, purpose, points of difference and emotional significance of a brand is well-understood by employees and customers alike, we recommend a Brand DNA exercise.  Before you invest in designing or redesigning your brand’s visual elements or marketing communications, let us help you define your brand DNA.

Brand DNA is the essence of your brand.

It is a guidepost for all marketing and customer experience initiatives.

The brand DNA guides employees in “living the brand”.

Brand DNA consists of
  • Brand Vision
  • Brand Values
  • Brand Promise or Value Proposition
  • Brand Positioning
  • Brand Identity

The brand DNA sets the expectations in the marketplace regarding the brand and it helps differentiate the brand from competitors.

CeQuotia will work closely with your senior management and help develop or articulate your brand DNA.  This exercise will benefit new brands as well as established brands which have not gone through such an introspective exercise.

Internal Branding
The brand DNA can then guide the employees through an internal branding program, guide communications and frontline staff in brand execution and creation of customer engagement.  

CeQuotia can help your organization develop its brand DNA and then launch the brand internally through a well-structured internal branding program.  We will work with both marketing and human resources in crafting and delivering the internal branding program.  This may involve specially designed collateral, web-based resources, workshops, and employee-brand engagement activities/campaigns.

Brand Rejuvenation
Brands can get dated a bit tired over time. Marketing communications, design elements and look-and-feel of brands can become stale sometimes. New competitors and changing expectations in the marketplace may require a brand to be freshened up periodically.

CeQuotia can undertake a comprehensive brand audit, including comparison with key competitors. We can combine this with a customer brand perceptual study and a marketplace opportunity analysis. Based on our analysis, we can recommend specific brand rejuvenation strategies.

Brand Leverage
Your brand is a strategic asset.  Powerful brands can create new market opportunities for the company that owns the brand.  It can ease the entry into a new market or even a new category.  Brand leverage allows the firm to benefit from the years of investment devoted to brand building.  By launching a new offer under a familiar name, which has emotional resonance with customers, the company can benefit from instant recognition and favourable brand perception.

CeQuotia can evaluate brand leverage opportunities.  There are many case studies of inappropriate brand extensions that have ended in financial disaster.  We can examine customer perceptions, gaps in the marketplace, evaluate a brand’s strengths and weaknesses and assess suitability of different brand extension opportunities.