Brand Communication Strategy

When evaluating the communication strategy for your brand,

you need to know the space you already own in consumers’ minds, and where they will let it stretch. From developing your brief and picking the right spokesperson, to understanding the competitive landscape, Ameritest’s consultative approach and suite of strategy solutions helps you identify and communicate the message that best meets your brand’s goals.

Here’s an overview of the brand communication solutions Ameritest offers:

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Bridging the gap from creative brief to creative campaigns.

Developing distinct, compelling brand positioning can be a challenge. Executing it can be even harder. That’s because winning propositions are functional AND emotional, which can be difficult to capture in words alone using traditional concept positioning ‘boards.’

BrandTakes™ is a powerful tool Ameritest uses to define and refine specific elements of your brand positioning, including the best RTB, benefit articulation, insight, or persona.

We identify the best approach to uncover the story elements that most strongly connect to and create memories for your target audience. We study how to visually and verbally bring that positioning to life to build winning branded memories. We use traditional competitive assessments, as well as custom stimulus, to evaluate and determine your brand’s unique cues and the white space available for your communication strategy.

BrandTakes™ helps sharpen brand positioning and bring it to life.

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spokesperson

Spokesperson Research

Your brand’s spokesperson can be a powerful tool in brand communication, brand strategy, and brand memory. We use consumer research and brand research to better understand how and why they are working.

We also utilize research and testing to identify opportunities to shift or morph the spokesperson’s presentation, making them more powerful on behalf of your brand.

Logo Testing

A logo is a highly visual yet compact messenger for your brand. Logos often communicate in layers, conveying things that are not obvious on the surface and forging brand memory. Through consumer research and testing, we can analyze not just whether one logo is better than another, but the “why” behind that comparison.

We use brand research and brand strategy to compare a logo to the different aspects of what you are trying to communicate. This gives us a much more in-depth understanding of the logo, and helps us identify the strongest solutions for visual messaging.

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Message

Message and Benefit Testing

You have spent considerable time honing your message and presenting it to consumers. How does that message land? What are the benefits to your brand of successfully communicating that message? Message and Benefit Testing helps us understand how brand attributes influence benefits, and why those benefits are valuable.

This solution enables a brand to tell its strongest story. This method of testing requires a lot of flexibility – it can be relatively simple, or require a higher level of analytics. What we work to determine is how the messages are resonating with audiences, and what value high resonance can provide to your brand communication.

COMPETIVIEW™

Competitive space testing.

With this consultation solution, Ameritest looks at the competitive space as a whole. Here we’ll use consumer insights to better understand what the competition is doing in your field, or in a given category of media. We take a look at your advertising, and how you perform, and compare it across the competitive space to understand best practices in the category.

This method of testing can identify strengths and weaknesses of the competition, and what you’re up against in the market right now. After looking at the research, we help you identify how to adapt or capitalize on the data in a strategic way.

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emotionalstrategy

Emotional Strategy

Developing distinct, compelling brand positioning can be a challenge. Executing it can be even harder. That’s because winning propositions are functional AND emotional, which can be difficult to capture in words alone using traditional concept positioning ‘boards.’

BrandTakes™ is a powerful tool Ameritest uses to define and refine specific elements of your brand positioning, including the best RTB, benefit articulation, insight, or persona.

Even brands within the same niche market can employ highly variable emotional strategies. It’s common for brands to employ a limited view of emotions and miss an opportunity to create strong brand memories. At Ameritest, we know that a more sophisticated understanding of both basic and complex emotions can drive a superior brand strategy.

Emotional strategy is a heavy influencer of memories, which drive decision making in consumers. Understanding the best emotional strategy to have for your brand is key to driving that decision-making, inspiring consumers to engage with your product or service.

Find out how to optimize your brand’s strategy

To start the conversation with Ameritest today