Branding

Make Your Mark and Make it Memorable

The Secret to Branding Success

Branding in today’s business climate, where mergers and acquisitions and new product launches frequently disrupt the marketing landscape, is challenging. It’s more important than ever for marketers to understand the fundamentals of brand architecture prior to designing a clear branding strategy for your company and products. The implications reach far beyond brand names, brand identities and logos and brand taglines to achieve bottom-line results.

Building Your Brand Architecture

Brand architecture is the plan for structuring your company’s image. Most companies follow one of two common brand architecture models: House of Brands and Branded House. Often, complex organizations mix the two models.

In the Branded House strategy, the overarching company brand is the main source of identification. Examples of this architecture include Virgin and Apple, where diverse products are marketed under the company brand and draw their strength from it. Many smaller organizations use this strategy because concentrating resources into a singular brand is more economical and simpler.

With the House of Brands model, individual product or company brands have a strong presence, while the parent company brand is less visible. Examples include Proctor & Gamble (Tide, Pampers, Dawn) and Fortune Brands (MasterLock, Moen). Building multiple brands requires significant resources, including time, energy and investment. This strategy suits organizations with large marketing budgets and those offering products in different markets.

Which Model is Best for Your Brand?

Economics alone, however, shouldn’t dictate your strategy. It’s also important to consider the existing brand reputation, target market, products and goals. For example, when Toyota wanted to enter the luxury car market, instead of simply offering a new luxury model under the Toyota brand, it created an entirely new brand: Lexus. Separate brands (House of Brands model) enable distinct, independent identities.

Supporting Strong Brands

Content Marketing

Stand Out From the Crowd

With Responsory, you’re not just getting a nice logo or eye-catching color palette; you’re getting a partner who understands your vision. We combine creativity with strategic insight and a touch of innovation to ensure your brand stands out in a crowded marketplace.

Proven Success

With over two decades of experience, we have a track record of helping brands succeed across various industries.

Customized Solutions

We tailor our branding strategies to meet the unique needs of your business, ensuring that your brand reflects your values and vision.

Comprehensive Approach

From strategy to execution, we offer end-to-end branding solutions that cover every aspect of your brand’s identity and presence.

OUR DIRECT BRANDING℠ METHOD

1. Fact-Based Analysis

It's all about setting you up for success, right from the get-go. Diving deep into what makes your business tick, we'll look at your industry landscape, who you're up against, who you're talking to and where you stand in the grand scheme of things.

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2. Marketing Strategy

With a strong foundation of understanding, we'll sit down together to hash out some solid, measurable goals. From tactical executions to integrated campaigns, we'll find the best route to overcome your unique marketing challenges.

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3. Component Creation

This is where the magic happens. Led by project managers and account executives, our team of designers, copywriters and developers roll up their sleeves and get to work. Regular check-ins ensure deliverables are on time, on budget and on strategy.

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4. Campaign Execution

Before we release your campaign into the wild, we want to make sure it lives up to your expectations. This means ensuring it achieves our strategic goals, passes our quality controls and KPI tracking is in place. After that, it's all systems go.

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5. Measurement and Optimization

Our job doesn't end once your campaign launches. As your partner in measurable marketing, we analyze and optimize performance throughout the life of your campaign, then iterate to ensure future campaigns perform even better.

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