WHO YOU ARE. WHAT YOU DO. WHY ANYONE SHOULD CARE.
A clear, differentiating message and defined market position helps customers understand and appreciate what you sell. However, the process of distilling effective messages from complex, technical data can be almost impossible for many companies to do for themselves. Line executives are often simply too close to the problem, while equally expert leaders within an organization often hold different views regarding the true value of their offering and what should be communicated. The Yvonne Tocquigny Branding Group uses a rigorous process, designed and refined through dozens of engagements, to facilitate the creation of positioning and messaging that lay the foundation for a strong brand. We gather customer research, generate a competitive analysis, solicit internal stakeholder ideas, and review third party research to deliver objective findings to your executive team. Through a carefully orchestrated workshop format, we gain alignment across teams and define the best way for your company to present itself. This common set of beliefs is then creatively shaped into a formal communication framework.
The outputs of these efforts are a clear market position and message that all key company leaders support and your customers value. These are then transformed into the creative expression of your brand to reflect the soul of your company and form an emotional bond with your audiences. The result is a memorable combination of words, pictures and big ideas that leave a lasting mark in the minds of your customers and create preference for your offerings.