What is a brand strategy? To most it’s a set of understandings – about the identity, style and tone of the brand, through to their commercial landscape, objectives and target audience – and while it’s all of that to us, fundamentally we see brand strategies as stories in search of purpose. We use a mix of data and experience to bring that purpose to the brand story.
It Starts with Why
Before we can tell you the how of a campaign, we first need to understand and define the why. What are you trying to achieve with your campaign? Who do you want your campaign to reach? What do you want that audience to do? Why will they do it? We don’t expect you to have the answers to these questions – that’s what we do. Once we’ve answered these questions, we have the foundations needed to tell a compelling story.
Understanding Your Audience
At the heart of every brand strategy is our unique data-driven understanding of audiences. We look at demographics and psychographics, generational differences, economic drivers and emotional resonance. Each distinct audience type requires a different approach in order for brand stories to resonate. Our partner brands work with us because our unique insights into audience motivation leads to higher engagement and conversion across the life of the campaign.
Stories with Purpose
Once we have the why and the who, we strategise and conceptualise the how. From in-store retail activations, high street window campaigns, digital and VR, we have a broad range of techniques to energise your audience and deliver the results you’re looking for. Every brand strategy we devise is a story with a purpose – whether it’s driving more footfall, increasing dwell time or digital engagement, or driving retail sales, we have the experience and skill to drive results.
An IPOS brand strategy is a bible for a successful campaign. Some of our partner brands prefer working with different agencies for each stage, and we’re happy to work with preferred partners to oversee the successful execution of our strategies. IPOS also offers a full-service approach and this is how the majority of our partner brands prefer to work with us, allowing us to execute the delivery of the brand strategy piece. Using a mix of in-house talent and trusted delivery partners, we can handle the delivery of creative campaigns end-to-end