Aligning your value proposition with your customer values
In this stage of the process, we develop a marketing strategy and build the perceptual language and branding aligned with identity profiles uncovered during the research phase. This part of the work is divided in two sequential steps.
Identify alignment opportunity
We compare your offerings’ functional and emotional values with the values and needs of your audiences to identify the optimal value proposition
Then we take the value proposition identified and use EcoAlign’s proprietary market opportunity tool, the DeMo, to help you to understand where greatest opportunity lies (what segments), what is the best strategy to pursue it and how to allocate your resources to maximize results
Build the brand identity system
Based on the opportunity identified, we develop the brand idea and its associated verbal and visual messaging, focusing on:
The comprehensive value construct and personality that defines an offering: brand identity system
What you want people to think when they hear what you say and see what you do: brand positioning
What you say: messaging, naming
How you look: visual identity, logo and signatures
What you offer: brand architecture
ALIGNING YOUR VALUE PROPOSITION WITH CUSTOMER VALUES
