BRAND IDENTITY AND BRAND STRATEGY

Situation/Challenge

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Our client was one of the fastest growing ultra-premium Tequila brands in the industry and has been approached to sell the brand by almost every major multinational conglomerate. After such a rapid rise to success, our client wanted to firmly establish its brand identity and develop a brand strategy process to help it make better marketingand expansion decisions with an eye towards remaining an independent supplier.

Approach

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We conducted our proprietary brand audit with the founders and brand team, to hone their brand identity and help them develop a brand strategy process. Our audit included an exhaustive review of the category and competitors, the brand’s performance, the brand-consumer connection, the brand-trade connection, and the functional and emotional benefits of the brand, ultimately resulting in a new brand strategy: brand core values, a proprietary brand promise and badge value. The above was conducted with an eye towards a brand growth acceleration strategy centered around remaining independent.

Results

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Today, our client has a brand strategy framework that effectively allows them to review consumer engagement, to prioritize expansion activities and to develop marketing plans; all through a prism that is 100% adherent to the brand identity and builds upon what has made them successful to date.