Brand Strategy | Marketing Strategy and Planning | Evaluation and Optimisation

Brand Strategy

Brand strategy is ultimately about defining a brand to give it differentiation in its market or markets. The process usually includes establishing both expressive and functional values, a personality, purpose, and crucially, clear market positioning. Along with other disciplines including brand identity, brand strategy is a component part of ‘branding’.

The brand strategy process can be applied to an existing brand on the basis of a review, or a start-up business. It can also equally be used for brands operating in either B2B or B2C markets. It might also include ‘brand architecture’, which is a discipline to give clarity on a hierarchy of brands where an organisation has more than one – for example a parent brand with different product brands sitting below it. With a clear brand strategy in place, a brand identity can be created which is fully aligned with it!

Marketing Strategy and Planning

Probably the biggest single mistake SMEs make with their marketing is that they end up wasting some or even all of their budget because they don’t have a clear and appropriate strategy and plan in place.

So before embarking on any marketing, there needs to be a clear strategy and plan in place, with the strategy’s purpose being to deliver a business objective or objectives. Quite often, a marketing strategy is summarised in a simple statement, and the plan that aims to achieve it goes into detail on the specific channels, media and targeting etc. Crucially, it’s an actionable marketing plan and something that can then be executed by us, or can be taken in house by our client – or a combination of both.

At MCS we can develop your strategy from scratch, which would be driven by a business objective or objectives you give us (perhaps it’s to increase market share or for a new product launch), or if you already have this in place we can review and refine it. A marketing plan would then follow, and it’s fair to say that no two plans are ever the same – nor should they be!.

Evaluation and Optimisation

Whether it’s longer term entity like a website or a more tactical advertising campaign, we can help you to measure and, most importantly, interpret the results. We use our combined agency experience to evaluate and provide clear and meaningful insights. We can do this as part of a specific project or campaign, or on an ongoing basis as part of a retained relationship.

At MCS we feel that it’s important to continually optimise – taking ongoing learnings and identifying what isn’t quite working and what could be improved. This could include changes to the user journey, the creative, the copy – in fact any number of factors to ensure that your campaign/site is performing at its very best.

We work in close collaboration with our clients to develop and agree on a set of KPIs at the very start of any campaign. It helps our team to focus on what’s important to the client; to ensure that we deliver a robust and measurable solution aimed at hitting these KPIs.