Brand Compass

JUST LIKE A MAN LOST IN FOG WILL FIND HIS WAY HOME USING A MAGNETIC COMPASS…A BRAND IN DESPAIR WILL ALWAYS FIND ITS FEET IF IT LIVES BY THE BRAND COMPASS.


As the scuffle for consumers deepens day on day, a strong brand becomes invaluable. It’s imperative to spend quality time in researching, defining, and building your brand.

After all, your brand is the source of an assurance to your consumer. It’s a foundational part of your marketing communication and one you do not want to be without.

And helping you build a brand that robust is what Foolish’s Brand Compass exists for.

It works on a very simple premise:

Everything is defined by a NAME, the noun.
Communication should lead to a CALL TO ACTION, the verb.
Change needs to be QUALIFIED by desire, the adjective.


WHAT DOES THE BRAND COMPASS DO?

HELPS FIND THE RIGHT PATH FOR YOUR BRAND.

In order to reach your destination, you need to ensure you’re headed in the right direction. The same is applicable to brand building as well. And that’s exactly where Foolish’s proprietary tool, the Brand Compass comes in handy. The Brand Compass is a unique and potent strategic instrument that has been developed to assist clients characterize the idyllic route for the brand. It aids in steering the brand towards its preferred objective by methodically arriving at the precise positioning.


HOW DOES IT WORK?

BY MAKING IT SIMPLE TO DETERMINE AND CAPITALIZE ON YOUR BRAND’S POTENTIAL.

The Brand Compass, facilitates the brand to ascertain the right way to its goals by helping uncover a plethora of universal truths about your offering. The below segments form what we call the Brand Landscape.

PRODUCT: What are we promoting, what it means to the consumer and how is it distinct from competition and who really the competition is.

TIME: When is the product or service used, researched, purchased and interacted with.

USER: Identifying the costumers, consumers, influencers along with their various triggers and barriers.

USER EXPERIENCE: The journey that a consumer goes through before, during and after purchase.

SPACE: How the product or the service engages with the minds of the consumer whether it is in the homes, in the marketplace and on the shelf.

Subsequently, the information collected for the segments above proceeds to form guidelines for arriving at the following fundamental areas:

VALUE PROPOSITIONS

WHAT THE CONSUMERS THINK OF YOUR PRODUCT/SERVICE

A superior customer value proposition will offer persuasive rationale as to why a consumer should purchase a product, and would also help differentiate your product from the competitors’ products. It is an unambiguous, concise and compelling enunciation of how the aspects that are essential for the consumer are satisfied by your product. A robust value proposition outlines the tangible outcomes that consumers can plausibly expect from the product or service. It also takes into account what the consumer’s perspective and opinions should eventually be about the experience and benefits once they use the product.

The brand compass ensures a profound knowledge of the consumer’s perspective on the product, category and competition through exercises like retail visits, exit interviews, unboxing experiences and product demos.


BRAND ESSENCE

WHAT THE CONSUMERS THINK OF YOUR BRAND

Brand Essence is essentially what a brand stands for in the minds of customers and stakeholders. It represents the brand’s core competencies, advantages, culture and ideals. For the consumers, it symbolizes the associations and fundamental values that the brand offers.

As part of the Brand Compass, developing, forming and capturing Brand Essence entails extensive secondary research, vox pops and other forms of interactions with consumers and non-consumers to obtain an ardent understanding of their need and desires.

WHETHER YOU’RE JUST STARTING TO EXPLORE, OR SEEKING TO REJUVENATE A RECOGNIZED BRAND, A BRAND COMPASS IS A COMPREHENSIVE TOOL THAT LETS YOU BUILD AND REALIZE A UNIQUE AND INFLUENTIAL BRAND THAT REVERBERATES WITH YOUR AUDIENCE.