Branding is essential to defining who you are to your customers, differentiating your company from your competitors, and communicating the unique value you provide. Without a cohesive brand, your marketing communications will be ambiguous and miss the mark. Money is wasted; customers are lost.
BrandTrack is a proprietary methodology developed over decades of executive marketing consulting by Jackie Townsend Konstanturos. In one day with your team, our expert facilitators will help you find the core of your business’s identity, with 100% consensus from your management team. At the end of the BrandTrack process, your company will have a brand beacon to use as a guide for all future interaction with your customers. You will present a unified and consistent message of value to maximize returns from your marketing communications.
The 4-Step BrandTrack Process
Step 1: Stakeholder Interviews
Townsend Advisers will conduct anonymous interviews with internal and external stakeholders to determine what people really think about your company
Step 2: Research Phase
Townsend Advisers will perform an Industry and Market Audit which provides valuable data regarding the future trends and current competition that relates to your small business. In addition to this audit, one hour of participant homework is assigned prior to the workshop to provide an internal view of issues and an up-to-date understanding of your brand .
Step 3: One-Day BrandTrack Workshop
The one-day workshop includes all key executives of your company and is moderated by two senior branding and positioning experts from Townsend Advisers. We will facilitate proprietary exercises to help your company identify its value and position in the marketplace, and communicate that effectively.
Step 4: Create the Verbal Brand Platform
Our experts will distill the results of the workshop exercises into a cohesive and lasting brand.
What You Get
At the conclusion of the BrandTrack process, Townsend Advisers will deliver a branding document that includes:
Brand Promise and Category
Brand Attributes and Personality
Boilerplate, Between the Commas, and Positioning Statements
Key Messages for Body Copy
Keyword and Tagline Development
Marketing Touchpoint Recommendations & Pathway Identification