Brand Strategy & Market Position

What is Brand Management?

Brand management attempts to increase a product or service's perceived value to the customer. When you conceive of the image you have for your company, that picture in your head is your brand. Our job is to help you communicate that image to your customers.

Branding also involves determining price, and in this way it is a more vital and strategic role than marketing alone. Price is a communication of a product's value. Branding and price work together in a delicate balance. Successful branding allows you to charge a high end price and charging a high end price can improve your brand. Similarly, if you are positioning your company as a low cost alternative, your prices reinforce that branding message.

Brand Directly Affects Your Bottom Line

If you are creating a high quality, high cost product, no one will buy it if your brand does not communicate quality. Your brand integrity must permeate every level of your marketing and you must never stray from the vision that your brand represents. Amalgam Design can help you create a lasting brand and sell it.

Market Position

You can't be everything to everybody. You have to choose. Are you the quality guy or the price guy? Are you fast or are you thorough? Are you high end or are you accessible? All these questions and more must be answered before putting together an effective marketing plan. We know what to ask.

Unique Selling Point

Your unique selling point is the thing that you have that others don't. Identifying this correctly is likely the single most important marketing task you'll ever do. It seems so straight forward - all our clients say they know what sets them apart from competitors - but it's our experience that most of our clients have been off the mark. It's not because you don't know your own business. The opposite is more likely true. Our clients are so close to their own industry, they can't see their strongest features and benefits.

How you'll know when you have it right. If your unique selling point is identical to your competitors (best service, freshest ingredients, highest quality) than it is not unique at all and isn't really your USP. The items put forward are more often than not supporting points or the results of the true unique selling point. Getting to the bottom of this riddle is what we do.

Your unique selling point is the key to everything else. Once determined, your slogan, advertising campaign, and design projects all reflect it. That's how we build your business.