Have you ever wondered how some brands sell more, win fans and create memorable experiences?
The answer lies in telling good stories. Stories are able to create connections between company and public and maintain longer-lasting relationships. When it comes to a new brand, organizing the evolution of the business as a whole makes a difference. This involves strategic decisions regarding which target audience to reach, what message to convey and, above all, ensuring that the discourse is sustained in the future. These concerns, along with various other factors, are decisive in ensuring the perception of a strong brand and represent the essence of the work of managing and implementing a brand.
In this article, we'll explore the ways to succeed when deploying a brand, along with cases of clients who have thrived in their markets.
What is important to know when implementing a brand?
Your brand has been through the Branding process, it's changed, now what? The expectation of change encourages business managers to focus on one of the last steps of Brand Deployment: the launch. However, it is crucial to pay adequate attention to the previous and subsequent stages.
In order to implement a successful brand, it is necessary to position the company through a process that prioritizes efforts capable of generating results on various strategic fronts, strengthening the corporate image among all stakeholders. This means generating value for the entire stakeholder chain through actions that guide the brand's growth.
Contrary to common belief, guiding the transition of the brand strategy is not just a communication task, but a business methodology. As the brand comes to be understood as a business asset, this influences actions from the human resources sector to product development, since the union of these fronts is what will guarantee the perception of the brand's robustness.
The different audiences mapped out will determine the choice of narrative. On the one hand, it is interesting to tell and show the construction of the brand to the internal public, while on the other hand, to the external public it makes more sense to highlight the solidity and significance of this new moment. In addition, the rebranding must be accompanied by strategic planning to ensure that the launch is a milestone in movements that will strengthen the brand now and in the future. Based on this planning, tactical decisions can be made and actions implemented to launch and sustain the brand.
By structuring this process in a targeted manner, several benefits are achieved, such as:
- Ensure consistent delivery of the brand message;
- Create synergy in the discourse between all stakeholders;
- Aligning corporate discourse, culture and posture;
- Launch the brand in an impactful way on the market.
Considering these aspects and following a targeted approach, it is possible to maximize the results of Brand Deployment, strengthening the company's presence and reputation in a coherent and impactful way.
Structuring the turnaround in 4 important steps
Our experience in Brand Deployment has allowed us to map out 4 stages that are essential to guarantee consistency throughout the project. Here they are:
- Create a brand committee;
- Mapping impacted audiences;
- Structure the turnaround tactically;
- Brand sustainability.
Looking at business opportunities with Brand Innovation
All areas at Enredo are guided by their own methodology, o Brand Innovation. Based on this, we identify strategic paths supported by information and technology, considering 4 pillars: experience, brand, culture and performance. By analyzing these 4 fronts, we enable brands to be more profitable and relevant.
Applying this to the implementation, we check that the brand is healthy on all four fronts, relying on data analysis and the technological structure and understanding what makes sense. In this way, we guarantee the revitalization of the brand and the correct application of the strategy outlined by Branding.
Rebranding for a bright future
As proof that structuring a rebranding is a process that guarantees the sustainability of the entire business, two clients tell our story.
Dusol turned to Enredo for a makeover. Our branding team proposed a strategic solution for a bright future, and so Yellot was born.
The change was so significant and important that we had to make sure it was done as strategically as Branding had envisioned.
After the turnaround and with support in place, Yellot was already experiencing an increase of more than 80% in business value per month, as well as feeling the real impact of its new positioning in opening up opportunities, taking over and winning larger clients.
Breaking paradigms to position an innovative brand
+Pet is a project that has made it possible to unite Branding, Architecture and Brand Management to form, hand in hand, a world that values pets as a true member of the family.
In the implementation project, we identified a major challenge: to promote a cultural change in the consumption of pet plans.
After executing the turnaround along with brand support, +Pet overcame its challenges, achieving an increase of 125% in plans contracted per month, diversifying the origin of customers and structuring the life cycle to increase LTV.
Is your brand ready?
The launch of a new brand represents nothing less than the beginning of a new story for your company. Precisely for this reason, the actions are guided by business decisions that, when well executed, reflect on the brand's growth.
Whatever your business challenge, Enredo is an innovation consultancy that drives your brand to be and remain a protagonist in your market. We design the path for our clients to take bigger steps and create new realities through our Branding, Experience Architecture and Brand Management areas.
If your brand is ready, or wants to be, contact our new business team to guide the future of yours.
Text originally published by Silvia Patricia on February 16, 2022 and updated by Kauanny Moraes on June 02, 2023.
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