Why do the majority of marketing efforts fail?

Because steps are skipped and best practices are not followed.

Brand advertising and marketing is mature science. There are well-documented marketing best practices. There are right and wrong ways of doing things in marketing and there are no shortcuts to marketing return on investment. When shortcuts are taken the likelihood of marketing success diminishes.

Effective brand marketing is designed to tell a story that will ultimately drives sales, but if the marketing story doesn’t align with the sales story, then the business will fail to perform optimally. We know that by using a disciplined approach and by working together with management, the right answers emerge and can be quickly implemented with remarkable results.

Brand is at the center of what we do.

First, we position and create your brand by defining and visualizing the primary idea that resonates with your target audience. Once a strong, strategic brand is established, it is then rolled out to the three core audiences: External, Internal and Trade.

Brand is at the center of what we do

“Effective brand marketing is designed to tell a story that will ultimately drive sales, but if the marketing story doesn’t align with the sales story, then the business will fail to perform optimally.”

STEP 1: DEFINE THE BRAND

INDUSTRI’S BRAND STRATEGY SERVICES

RESEARCH & ANALYSIS

Strong brand strategies are built on a solid foundation of research and analysis. That’s why each branding project begins with a comprehensive brand discovery process. Based on where an organization’s existing brand stands, we analyze key stakeholder brand perceptions (management, employees, customers and suppliers) in order to identify gaps in the understanding of a company’s purpose and mission.

STRATEGY & POSITIONING

Brand strategy is a company’s long-term plan for developing competitive advantage by leveraging what’s unique in your business against the market opportunities (some of which you may not be aware of yet). This is critical to success because when you know yourself, you’re better prepared to ensure that you’re working to your full capability and capacity to deliver next level financial returns.

ARCHITECTURE

A brand’s architecture is critical to how the market perceives your organizational structure and the business assets that generate revenue. With the pace of business today critical brand messaging and identity can quickly spiral out of control, particularly if acquisitions are made to facilitate expansion and growth. Our approach ensures all marketing and communication intuitively links back to the parent brand and core purpose of the business. This aids synergistic growth and, where appropriate, cross selling between divisions in the business.

BRAND VISIONING

Every company needs a vision and this need to link intrinsically to the brand. To further employee engagement a clear understanding and sense of a company’s purpose is critical to success. Internal marketing and communication can sometimes be as important as what happens externally. Brand visioning helps codify a company’s culture, purpose and goals to give employees clarity with regard to their roles and how they fit into the bigger picture.

INDUSTRI’S BRAND DEVELOPMENT SERVICES

NAMING

Developing and launching a new brand, business name, products and / or services is a very challenging exercise to undertake. In order to be successful we have developed a proven process that has been tried and proven with some of the biggest brands in the world. At INDUSTRI we’ve successfully created numerous naming solutions for clients by skillfully guiding the process from a position of strategy over subjectivity. Our process also links strongly to your revenue strategy to ensure alignment across all facets of your business.

IDENTITY / LOGO CREATION

Visual identity development includes your logo, whether it be a refresh or a new design, along with all supporting visual assets that will underpin and define the new visual language of the brand. The visual language of a brand must be unique to successfully express itself in the market.

BRAND VOICE

A company’s brand voice is another critical point of differentiation and must be as unique and distinct as the company’s visual identity. The tone of voice, and lexicon used to express it, helps establish the overall personality of a brand.

GUIDELINES

Brand Guidelines act as the roadmap for how to effectively and consistently use the brand. A brand can erode very quickly if the rules of use are ignored or let slide. Typically the internal brand guardian will work closely with the INDUSTRI to establish an intuitive ‘user manual’ that will cover most use cases for the internal and external application of the brand.

INDUSTRI’S BRAND ENGAGEMENT SERVICES

GO-TO-MARKET STRATEGY

How you choose to introduce your brand to the world is one of the most critical steps in ensuring financial success post launch. The purpose of a well considered ‘Go to Market’ strategy is to quickly communicate to key audience groups (prospects, customers, investors etc.) your points of differentiation and purpose. Existing perceptions of the business must change quickly to ensure the success of the strategy, and the best way to do that is to simply articulate the value exchange you offer as a business.

INTERNAL BRAND ADOPTION

The success of any branding exercise is dependent on the ability of a company’s management to incorporate it into the company’s internal culture and gain acceptance from its employee base. If the core tenets of the brand aren’t properly understood internally, the brand promise that accompanies them can never be fully delivered externally. Ideally staff should feel comfortable taking about and living the brand.

STEP 2: BRING THE BRAND TO MARKET

ONCE THE BRAND IS ESTABLISHED, WE CREATE WORK TO COMMUNICATE YOUR BRAND MESSAGE CONSISTENTLY-TURNING EVERY POINT OF CUSTOMER CONTACT INTO BOTH A BRANDING AND A SELLING OPPORTUNITY.

Clients that adhere to the process make more money and our experienced team is thoroughly trained at applying these branding and marketing best practices, and use them everyday to help our clients succeed. We look at three core areas of focus for to bring the message to the market: External – which is your message to the industry, Internal – which is your message to your team, and Trade – which is targeted directly to key audiences in your sector. For each group, there are specific best-practice tactics that we look to use.

Industri’s go-to-market services

INDUSTRI External Services
INDUSTRI Internal Services
INDUSTRI Trade Services

Website Development

Mobile Development

Social / Digital Media

Traditional Media (B2B / B2C)

Email / Database (B2B / B2C)

PR / Communications

Signage / Collateral

Sponsorship Programs

Internal Communications Strategies

Culture Building

Incentive Programs

Recognition / Rewards Programs

Team Building Events

Intranet / Email Development

Social / Mobile

Collateral

Merchandise / Swag

Internal PR / Communications

Sales Strategy & Training

Key Target Identification

Sales Presentation / Collateral

Email / Database

Social / Mobile

Merchandise / Swag

Events/Symposiums

Trade PR / Communications

Sponsorship

industri develops category defining brands in the construction, architecture, engineering and building supply sectors.

To talk to our DIRECTOR of CLIENT SERVICES about your brand today, contact:
ed.maglione@industriagency.com | 212-634-9383 Ext. 703