Brand Strategy (including Brand Development, Brand Engagement and Brand Positioning)
Brands exist to help drive competitive advantage, so it is critical that your brand, and your brand strategy, is geared to what you want to achieve as a business. Balancing commercial and creative thinking, defining the functional and emotional aspects of your brand proposition, making sure that it delivers and communicates a solution to a customer’s real world problem – all are key to building a strong brand with last and value.
AAB’s brand strategy and brand engagement teams help businesses realise the true potential of their brand so that it ‘lands’ in the world in the right way, makes genuine connections with its target audiences, internal and external, and works as hard as possible for you as a critical business asset. We take an honest and straightforward approach, giving you the tools to steer future brand development across every aspect of the brand mix.
We establish the right strategic idea and a clear, single-minded positioning. Then, we make sure it is translated into brand-aligned messaging, effective design and integrated communications programmes – helping to bring the brand to life for the people who matter most, inside and out.
At AAB, brand strategy is delivered by Brandsmiths, our team which has worked with some of the biggest brands in the world across multiple sectors including Accenture, Nokia and Shell. Their work and expertise includes brand positioning, brand architecture, brand training, brand communications strategy and, along with AAB’s Management Intelligence, brand engagement. AAB’s brand strategy, brand development and brand engagement experience is significant:
Mubadala Development Corporation. Management Intelligence delivered an internal brand engagement programme for the Abu Dhabi sovereign investment vehicle, Mubadala. It included five leadership workshops and ten employee workshops rolled out across the business reaching over 300 members of staff.
Proctor & Gamble. Brandsmiths were appointed to develop a new brand for a line of personal care products for the chosen ‘busy and balanced’ customer archetype. Our work led to the development of a series of new brand launches in the Chinese, Brazilian and French marketplaces.
Shell. Shell’s European forecourts operate in 15 different markets, each in a very different stage of maturity, and at very diverse levels operationally. Shell turned to Brandsmiths to create a unifying central European brand positioning for the retail offer and, following extensive research, the team produced a raft of future-proof European positioning options.