Functional Practices > Product & Service Identity

A Company’s value proposition and brand strategy connect its awareness of external opportunities with internal capabilities to execute against those opportunities.  A brand promise will fail if the internal competencies of the organization are not unique and differentiated, if the target customers do not care about the competencies, or if the means of communicating the message of these competencies fails to enable target customers to understand that message. 
Acclaro typically assesses:

• The Unique Selling Point
• The Customer Target
• The Message
• Brand Strategy
• Consistent Message

Brand Strategy

Great brands don’t just happen.  A powerful brand is both a creative and strategic task.  Brands personify organizations, products, services and experiences.  It is important because a brand can cut through the clutter of today’s information-saturated marketplace to build business/product value.

It is the summary of what a consumer perceives about a product and/or service.

Brands create expectations about a company or its services. Tom Peters said it best: “A brand is a ‘trust mark’, it’s shorthand. It’s a sorting device.”  Acclaro helps companies to identify their strengths and the opportunities to create strong brands.