Category: Branding (EN)

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Branding (EN) Featured-Post-BrandStrategy-EN

The Importance of Brand Portfolio

The Importance of Brand Portfolio

Having a brand portfolio means having many popular brands under one big brand.

Advantages of having a brand portfolio

Having a good brand portfolio gives you many advantages, such as:

  • Working on many different market
  • Working on diverse consumers
  • Creating cross-promotion between brands
  • Building the credibility of new brands by using already established ones

Types of brand portfolio models

There are 2 types of brand portfolio models. One is called the house of brands and another is the branded house model.

House of brands model means to have all of the brands operating separately. In many cases consumers do not even realize that the brands they are using are under one ownership, because of its diversity. For example: Coca-cola company, which is one of the most popular soft drinks brand around the world, owns several other brands, such as Fanta, Sprite, Dasani, Smartwater and etc.

Under the branded house model are brands that have connection to the primary brand, while operating on its own. For example: federal express, which has many different brands such as FedEx office, FedEx express, FedEx ground and etc.

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Creating brand portfolio strategy

There are companies on the market that use the combination of two recognized brand portfolio models. They are called the hybrid house model. For example: the most popular company Microsoft is the representative of hybrid house model, also it has many brands under its name like Microsoft office and Microsoft azure and it also manages Xbox brand separately.

Now let’s get to the strategy part itself. You may know, that regular analysis of brand portfolio is really important for the success of the company. It assesses the performance of each brand individually, but before that you need to assess the market itself and compare your performance to the needs of the market.

When developing a brand portfolio strategy, you need to take into account the following things:

  • What are the market needs
  • How existing brands can be differentiated
  • What role does the prospective acquisition play
  • What is the risk tolerance and what are the risks of the proposed acquisition
  • If a newly acquired brand damages already existing ones in any way

Tips for successful brand portfolio strategy

Creating brand portfolio strategy that will be the most effective is really difficult. Here are 10 guidelines of well-defined brand portfolio strategy:

  1. Have well-defined role and meet customer expectations

It is really important to have a well-defined role for each brand and take into account the customer needs to become successful.

2. Identify the strategic brands

Not every brand will be on the same level of success, so first of all you need to identify which one bring more to the table and use them as drivers in supporting major businesses in the future.

3. Understand the roles of sub-brands

When you decide to brand a new offering, you will need to understand what role does sub-brands play in it and how much distance is needed.

4. Brand portfolio strategy is connected to the business strategy

You have to clearly state your business strategy using brand portfolio to support growth directions.

5. Find branded differentiators

It means to find any activity, service or program to create a meaningful impact point of differentiation.

6. Use more energy

Some brands that are already well-known on the market may face tiredness, so it is important to use branded energizers to give a new energy to the brand.

7. Leverage strong brands

Getting extension opportunities that will enhance the visibility energy and communication is a must for the future success.

8. Risky but sometimes necessary vertical extensions

You may say that vertical extensions are risky, but actually they are sometimes necessary to create new brand.

9. A corporate brand

A corporate brand can become a powerful master as long as it has something meaningful and positive, be it a heritage, assets, values and etc.

10. Reduce the size of portfolio

It is important to not create brands that have no value for your company. Hence, it is important to eliminate brands that have no role.

Conclusion

Having a good brand portfolio equals to success and it shines new light to the brand identity.

Categories
Branding (EN) Graphic Design & Illustration (EN)

A Helpful Guide To UX Research

A Helpful Guide To UX Research

UX has taken the world to a whole new level. Some companies were able to adapt to the idea, that UX has become more customer-centric, which is an ability to not only meet customer needs, but meet it flawlessly, some unfortunately have not. There are four approaches that need to be taken into account:

  1. Attitudinal – where you listen to what your customers say
  2. Behavioral – where you observe their actions
  3. Generative – it helps you define the problem that you would to create a solution for
  4. Evaluation – helps you evaluate already existing design

Data-based UX: a key to customer retention

Nowadays, having a good product is not enough to attract customers, you have to have a good representation of it by showing to the customer that you care about them, which will result in the growth of your brand popularity.

Do not focus only on opinions, they should also be backed up by relevant data, which can be obtained from social media, since nowadays it has the biggest influence on potential customers. The data that you collected must be thorough, unbiased and comprehensive.

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UX research methods

There are several methods that allows you to conduct a UX research:

  • Remote usability testing

It allows you to interact with the users of your product in a natural environment that it is being used, be it the office, home or any other specific location. Using usability testing allows researchers, designers and product managers to uncover the pros and cons of the product and improve it later on.

  • Diary studies

It is a research that is conducted for a long period and requires self-reporting of how the product works on a long run, what are the good parts and what is frustrating.

  • Card sorting

In a way, it is creating cards with specific descriptions, which will be given to the clients, who will later on sort it out and give it to products based on their experience. It gives you a sense of what direction you need to work.

UX research tools

There are many types of user research methods and they use different tools. For example:

  • UX research survey – which means to design a specific questionnaire about user experience.
  • User groups – focus groups or targeted audience. Ask them about their experience, views or expectations, it is better to involve neutral parties for honest opinions.
  • User interview – one-on-one interview with the targeted audience members.
  • Ethnographic interview – it contains field studies, observation on the environment.

How to conduct UX research in 5 steps

  • Objective

List the things that you need to find out about your users and their needs.

  • Hypothesis

Discuss what information you already hold

  • Methods

What methods are you going to use based on your project type

  • Process

Consists of collecting data, using UX research methods

  • Synthesis

This step is about analyzing the collected data to fill in the gaps, then presenting your hypothesis and creating a plan to improve your product based on all above mentioned information.

Conclusion

In the past, UX research was used to solve a problem that was already known.  For example, if a company had less visitors and they wanted to find the reason behind such unusual low rate compared to others, they would use UX.

But that changed and UX research has become embedded in everyday processes for the teams. It has increased the value of getting fast human insights. If in the past it only focused on problem-solving, now it changed to first find a problem that needs to be solved. UX has become customer oriented and the companies are trying to adapt to these changes, to be more competitive on the financial market.

So can you put up a competition?

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Branding (EN) Non classé

Why Re-Brand Now and How To Do It?

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Why Re-Brand Now and How To Do It?

  • Tags Re-Brand, Re-Branding

Re-branding to Maintain Image

Maintaining an image is one of the most critical components of any business. Times always surprise us with unexpected happenings, new trends, and varying client expectations. To stay up with the times and changes, businesses must be imaginative, original, and ready to adapt at any time. Re-branding is one of the finest ways to rediscover yourself on the market along with a good marketing strategy.

Unfortunately, this is also an option that many businesses neglect. Many need to be made aware of how advantageous a rebranding strategy can be to a business. You don’t have to change your company’s image fully; you can simply refresh it to be modern and trendy at all times. Re-branding is one of the major factors that can assist you in retaining your image and staying ahead of the competition in your industry.

Determine if Your Company Needs a Brand Overhaul

First and foremost, you have to determine whether or not you require rebranding. Ask yourself why you started thinking about rebranding in the first place. There might be several reasons for this; you may have considered it because your client base is shrinking, or you may have seen that your competitors made certain modifications that appeared to work to their advantage.

After that, attempt to figure out what kind of adjustments you’re thinking about. You must understand what will work best for you, and what your target market values the most. Keep in mind that this procedure must be detailed because investing sufficient resources in such tasks yields greater profits and everlasting rewards.

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Re-Branding Due to Internal Changes

Companies frequently find themselves at a crossroads in the volatile business landscape, forced to reinvent and adapt to changing times. These changes can be triggered by a variety of circumstances, including changes in leadership, new strategic objectives, increased product offers, or a fundamental shift in company culture.

Internal reforms, although necessary for development and survival, sometimes entail a re-branding exercise that goes beyond aesthetics; it’s about reinventing a company’s identity. Changes can take numerous forms. A new CEO may have taken over or you might be going through an organizational reform aimed at increasing efficiency.

Regardless of the drive for change, re-branding is the mechanism that combines these shifts into a unified story. This method communicates to workers, customers, and partners that the organization recognizes its history and is actively crafting a potential future. Furthermore, it presents the organization as one that is in step with modern market demands and expectations.

For example, the return of Steve Jobs marked a significant internal transformation at Apple. The “Think Different” campaign and the introduction of the iMac highlighted a reinvigorated brand that contributed to Apple’s renewal. In addition, IBM, a century-old firm, underwent rebranding several times to adapt to new technology and new goals.

Re-Branding Prompted by Social Changes

Companies have an unusual challenge in a world where cultural norms, attitudes, and expectations are constantly changing: adapt or risk falling out of step with the times. This adaptation is not simply about satisfying customer demand, but also about responding to bigger social shifts that impact how organizations are regarded.

Cultural revolutions, technical developments, environmental concerns, or alterations in consumer preferences can all inspire social transformation. These shifts are frequently seen in how individuals view companies and make purchasing decisions. Companies that comprehend this changing market recognize the importance of quick rebranding.

Companies are increasingly portraying themselves as agents of good change in order to stay relevant. Re-branding is a technique that allows companies to communicate their commitment to making the world a better place. This can include implementing eco-friendly methods, encouraging ethical corporate practices, and so on.

Nike, for example, is the “Just Do It” brand that underwent a re-branding to promote social change by partnering with athletes who were speaking up for social justice, delivering a powerful statement about their dedication to the cause. Dove’s re-branding, also known for its “Real Beauty” campaign, focuses on encouraging body acceptance and self-esteem in response to social concerns about beauty standards.

The Primary Benefits of Re-Branding

One of the most significant benefits of updating your brand’s appearance and feel is the opportunity to reach new customers. When you concentrate on new parts of your business and properly advertise them, you can improve your company in the most favorable way. You would also be able to distinguish your organization from its competition. You’d be able to show potential clients that your services are unique—and that you are professionals in your field.

Rebranding your firm to have its own voice, style, and feel will help position your organization as an industry leader with a personality that appeals to your target audience. Furthermore, keeping your appearance updated tells your consumers that you are aware of industry trends. Your appearance and design immediately draw the attention of your consumers. It makes you more memorable to them and helps them determine whether or not to trust you right away.

If your company has grown to encompass additional services, added new products, or established new goals, rebranding is an excellent way to demonstrate that it is growing. The advantages of rebranding will not only enhance your entire inbound strategy but will also make your firm more profitable.

Starting the Rebranding Process in a Company

There are several essential steps that will help you to do the rebranding process successfully. Identify the reasons for rebranding, whether it’s a change in company vision, outdated branding, or a need to align with evolving industry trends. Understand your target audience, market competition, and industry trends. Don’t forget your existing brand identity and look at everything with fresh eyes.

Define specific goals and objectives for your rebranding or partial rebrand effort. Maybe you want more traffic or just wish to improve brand recognition. After defining clear objectives assemble a team responsible for overseeing and implementing the strategy. The team should have clear ideas about your actions and every aspect involved in brand building.

Outline several different aspects of the rebranding process and what you will do about them. For example, a timeline, budget, logo, website, marketing materials, etc. Revise your logo design, color palette, typography, and any visual elements that need updating. Also, make sure that your website and social media profiles reflect the new branding.

Communicate the changes with your employees. They should be well-informed about the rebranding and its objectives, as they play a crucial role in representing the brand. Implement a marketing and promotional campaign to introduce the new brand to your target audience. Collect feedback, analyze data, and make necessary adjustments to ensure that the rebrand meets its objectives.

Understand that rebranding is not just about changing your logo but about maintaining consistency and relevance in the long run. Rebranding requires careful planning, strong leadership, and a commitment to change. By following these steps and maintaining a clear focus on your objectives, you can successfully initiate the rebranding of your company and position it for future growth and success.

Make Your Brand Unforgettable, Powerful and Effective

Edana is a Swiss-based branding company with a team of specialists who can assist you in achieving your goals and delivering the desired results. We can help you to successfully rebrand your company. The visual features of a brand can leave a significant impression, and we all know how important first impressions are. We collaborate with you to define your visual identity and create your logo, brand images, and unique iconography.