Brand Strategy Enterprise
Brand strategy is the art and science of evolving and sharpening your brand to raise your company’s profile, differentiate from its competitors and influence potential customers.
Our Enterprise package provides businesses with a fully articulated blueprint for brand marketing to customers and boosting their own teams’ confidence in communications. This provides the client with a comprehensive toolkit packed with bespoke personas, brand archetypes and personality insights, key messages, tone of voice (TOV), values, mission, vision, SEO insights, visual and verbal brand analyses, content recommendations, a unique writing style guide and more.
Marketers can use this to fuel their communications, campaigns and content as well as guide their important marketing decisions. It’s the foundation for our website and thought leadership services and the launchpad for your long-term marketing success.
It’s an enhanced version of our Pro package that includes extended workshops, expanded personas and buyer journeys and more in-depth recommendations.
Why Articulate?
- We combine rigorous, data-driven analysis with creative client immersion and decades of experience to deliver exceptional brand strategy consultancy work.
- Differentiation is at the heart of what we do as marketers. We believe every successful company has a Difference Engine and our Enterprise brand strategy package will supercharge yours.
- Partner with Articulate and get the marketing expertise, strategy and tools you need to build an unstoppable marketing machine. We’ll make informed recommendations, provide valuable insight and honest creative opinions to fuel your brand’s direction.
- We are a progressive marketing agency working with clients that help people live healthy, sustainable, flourishing lives. We have been a B Corp since 2018.
Who is it for?
Enterprise brand strategy is for large or complex organisations with equally complex considerations for their brand marketing. It’s for companies that need a full and comprehensive blueprint for their brand, developed using data and insight, desk research, industry and marketing best practices, and expert consultancy. It goes above and beyond our Pro package with the addition of values development, detailed SEO recommendations, and a bespoke writing style guide. You might be:
- Repositioning or refreshing a legacy brand
- Trying to create cohesion across complex products/services
- Positioning the business for investment or an exit event
- Supporting a change of business direction, such as the launch of new products
- Responding to changes in the competitive landscape
What’s included?
Discovery
- Discovery workshop
- Ideal client profile (ICP) and personas workshop
- Brand archetype and personality workshop
- Interviews with stakeholders and personas (up to eight)
Research insights
- Internal and external brand questionnaires explore how your brand is perceived by customers and employees.
- A visual and verbal brand analysis of up to six of your competitors to help you identify where you can stand out from the crowd.
- Up to 10 hours of desk research to:
- Review your existing brand and marketing documentation.
- Get to know your sector and target market.
- Source additional insights that will underpin the strategy work.
- Search engine optimisation (SEO) benchmarking and a keyword gap analysis for up to six of your competitors that flags areas of opportunity and shares our initial recommendations.
Validation
A presentation and workshop where we run through our findings from the discovery and research phases of the project.
Strategic brand definition
This is where we get creative. We deploy all our experience and our Difference Engine (TM) framework to evolve and sharpen your brand.
Our consultancy work is delivered as a presentation, delivered in a workshop that includes:
- Playback and recommendations from positioning and buyer journey mapping workshops.
- The development of six personas based on the information you provide to use during a series of workshops plus Articulate’s own research.
- An SEO keyword strategy and recommendations, enhanced beyond our Pro package with more detailed keyword research.
- A keyword gap analysis that identifies the SEO keywords your competitors rank for in Google searches that you don’t.
- The development of a verbal brand identity which includes:
- Mission and vision statements
- Values
- Brand positioning
- Value proposition
- Core messaging
- Service-based/persona-based messaging
- Tone of voice
- A Writer’s Style guide that supports clear and consistent application of your strategic brand definition to web copy and content.
The timeline
The Enterprise brand strategy package is our most comprehensive option, including more workshops, research time and recommendations. It has a longer timeline than our Starter and Pro packages, but we’ve designed it to run just as efficiently.
Required workshops
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A three-hour discovery call to get to know you and your brand on a deeper level.
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A one-hour ideal client profile (ICP) and personas workshop to better understand your audience, their needs, your unique selling points and how you want to be perceived by potential customers.
- A one-hour positioning workshop to understand your current and desired brand perception within your market.
- A one-hour buyer journey mapping workshop to understand how your business attracts, nurtures and converts customers.
- A one-hour messaging workshop to discuss your current messaging priorities and identify the unique value and strengths you should be shouting about to your personas.
- A one-hour values workshop to explore and define the values that underpin the culture of your organisation.
Where will you be after completing a brand strategy Enterprise?
You’ll have:
- A clearly defined verbal brand identity that supports confident, consistent and differentiated brand building.
- Up to three personas that help tailor your marketing plans and assets for greater impact.
- An actionable brand keyword strategy to focus your SEO efforts and budget.
- A comprehensive brand platform that guides and accelerates key marketing decisions.
- Additional insights and expert recommendations to fuel your brand marketing plans.
- A custom Writer’s Style guide that supports clear and consistent application of your strategic brand definition to web copy and content.
This datasheet provides a general overview of Articulate Marketing’s services. Each project is unique, and our processes evolve over time, so we reserve the right to make adjustments. Out-of-scope client requests must be mutually agreed by both parties in advance and may impact the project’s cost and timeline.