Creating a new brand is, more often than not, a very complex undertaking. A large number of tasks and critical decisions face brand strategists and there is precious little room for error. The list is long and includes everything from critical elements like name choice and trademark to brand platform and positioning to visual identity decisions. There are also many work streams to coordinate: research, strategy, graphic design, messaging, communications materials, web development and digital outreach, and on and on.
Of all of these, however, we feel that properly and carefully addressing and engaging key audiences throughout the process should be at the top of the list.
In our decades of experience helping companies of all sizes launch new brands, Tenet has identified three overarching issues that must be dealt with in spin-off situations.
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Some of today’s most powerful brands are prioritizing innovation as a critical source of differentiation. It’s a macro shift that goes much deeper than chasing the latest fad in an attempt to rise above the competition. These brands go much deeper by fostering a deep-seated culture of innovation that extends across the enterprise.
In 2018, technology companies with an eye on the long-term health of their businesses are set to aggressively change the way their products and services work. As a result of this shift, marketers will find it much more difficult to be present in the digital spaces consumers look to for information.
