Brand Playbook
Brand Playbook: Our Unique Branding Process
The brand is the definition people hold in their minds of your company and its services. This definition has been, and will be, shaped by two forces: first by your promotional communications and second by the user’s actual experience with your company.
Branding or Rebranding is the process of establishing the correct definition and then aligning communications and offerings to match the definition. To create an accurate brand (definition) Kocina Branding & Marketing Companies uses a proprietary method that results in a document called a Brand Playbook.
Our Brand Playbook process organizes information into a framework that makes marketing easier to understand and control. Other tangible benefits include:
• A shared branding playbook: This guide extends management’s control by giving clear directions to anyone who has it in their possession.
• Highly targeted marketing: By defining the characteristics of your market and submarkets, you can aim your promotions more precisely at consumers who are the most likely to buy.
• Sales-rich messages: The brand playbook identifies messages that are the most likely to influence your target audiences’ decisions to choose to use your company’s services.
• An agreed upon marketing approach: Documenting your marketing approach in writing prevents repetitive ongoing debate over how promotions should be directed.
• More effective use of marketing channels: The brand playbook considers the effectiveness of the promotional mix and subsequent promotional channels in relationship to their ability to reach and teach customers to buy.
• Clear direction for training purposes: The brand playbook also provides the basis for training employees, vendors, spokespeople, associates, colleagues, etc. It clearly states who your market is and what is to be said to them.
• More persuasive marketing: In addition to keeping the focus clear on the primary value points, this guide also spells out how you are different. Helping your target audiences to understand the difference between your company and other similar services alleviates their need to do research on their own.
