Services > Brand & Packaging > Brand Direction

Brand Direction

Product branding strategy, looking at colours

Our Brand Direction service delves deep into the competitive landscape, identifying unique positioning opportunities. We harness insights and industry nuances to craft a brand identity that stands out and resonates deeply with your target audience.

Our Process

Deep Dive Analysis

Objective: Understand the market landscape and the brand’s current position.

  • Competitive Mapping: The journey begins with a comprehensive look at the key players in your market segment. We dissect their brand narratives, visual identities, and core messaging to understand the predominant themes and gaps.
  • Client Engagement: We engage in an in-depth dialogue with you at this juncture. This is more than just fact-finding; it’s about understanding your brand’s aspirations, values, and history. Through workshops and interviews, we delve into what makes your brand tick.
  • Opportunity Identification: From our findings, we isolate the “blue waters”—areas where your brand can distinguish itself. We see the potential for genuine and lasting brand differentiation in these untapped spaces.

Brand Positioning Strategy

Objective: Define the brand’s unique value proposition and its direction.

  • Core Messaging Development: We craft a set of core messages based on the insights from the analysis phase. These messages encapsulate the essence of your brand, ensuring every communication resonates with authenticity.
  • Visual and Tonal Blueprint: Beyond words, the brand’s visual and tonal attributes are pivotal. We define the style of imagery, the tone of voice, and other sensory touchpoints that will shape how the audience perceives the brand.
  • Stakeholder Alignment: Before moving forward, we ensure all key stakeholders are on board with the new direction. We provide a unanimous understanding and agreement on the brand’s trajectory through presentations and discussions.

Implementation Roadmap

Objective: Chart the course for translating strategy into tangible brand assets and communications.

  • Brand Asset Recommendations: Here, we list out the assets (like logos, taglines, colour palettes, and more) that will need to be created or revised to align with the new brand direction.
  • Communication Strategy: It’s not just about having a great brand; it’s about communicating it effectively. We outline a plan for how and where the brand message will be disseminated, ensuring maximum reach and impact.
  • Feedback Loop Integration: To ensure the brand remains vibrant and relevant, we set up a mechanism for continual feedback. This involves monitoring customer perceptions and being open to iterating based on real-world responses.

In today’s competitive market, having a clear and impactful brand strategy is crucial. Our three-step process is designed to provide a clear, in-depth, and genuine brand narrative that resonates with contemporary customers.

D2M’s Brand Direction service ensures that your brand is visible but also meaningful and relatable to your customers. Consider our work with the Arc pushchair: we developed a branding strategy centred on prioritising the baby’s experience, shifting away from the prevalent focus on seasonal style and long-lasting construction.

This approach effectively established Arc in a distinctive position within the crowded baby equipment market, fostering a connection with consumers that was both real and enduring. This success exemplifies the strength and effectiveness of our structured brand direction process.

Crystal Clear Differentiation: Stand Out in a Saturated Market

With many brands clamouring for attention, how does one stand out? The answer lies in clear differentiation.

Our Brand Direction service delves deep into market dynamics, isolates the “blue waters” of untapped opportunities, and places your brand in a unique, genuine, and compelling position.

  • Strategic Positioning: Beyond merely looking distinct, our focus is on strategically positioning your brand to resonate with the target audience’s needs and aspirations. This ensures long-term brand loyalty and customer engagement.
  • Avoiding the Me-too Trap: With keen insights into the competitive landscape, our service ensures that your brand doesn’t just become another face in the crowd. By evading clichés and well-trodden paths, we carve out a space exclusively yours.
  • Leveraging Uniqueness: Every brand has its own story. We don’t rewrite it; we highlight its unique facets. By doing so, we ensure that your brand’s narrative isn’t just heard but remembered.

Product design strategy meeting

Cohesive Brand Image: Consistency Across All Touch points

Our Brand Direction service ensures your brand is robust and coherent across all platforms and touchpoints.

  • Unified Messaging: Whether it’s a billboard ad or a social media post, we ensure that your brand speaks in a singular, consistent voice, building trust and making your messaging memorable.
  • Visual Harmony: From logo design to colour palette selection, we ensure every visual element is in sync, painting a pleasing and recognisable picture.
  • Tangible and Intangible Consistency: Beyond the visual and verbal, we delve into the more intangible aspects of brand experience. This includes everything from customer service scripts to the ambience in a physical store, ensuring a uniform brand experience.

Product branding strategy, looking at colours

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Future-Ready Strategy: Paving the Way for Long-term Success

The market is ever-changing, and brands that adapt stay caught up. Our Brand Direction service doesn’t just focus on the now; it lays a foundation for the future.

  • Scalable Solutions: As your business grows and diversifies, the brand direction we establish can scale. Your brand remains relevant and potent, whether entering new markets or launching new products.
  • Feedback Mechanisms: Recognising that the brand journey is continuous, we incorporate feedback loops. This ensures that as market dynamics shift, your brand can pivot, keeping it always in the limelight.
  • Staying Ahead of Trends: With an eye on global shifts and emerging trends, our brand direction strategy ensures that you’re not just reacting to the market but leading it. By being proactive, we provide your brand is always a step ahead, setting benchmarks rather than just following them.

In conclusion, the D2M Brand Direction service goes beyond identity creation; it is about constructing a lasting legacy. By offering clear differentiation, consistent messaging, and a strategy prepared for the future, we don’t just set your brand up for immediate success—we lay the foundation for long-term greatness.

Product design strategy outcome, Tatty Head, a pet accessory that holds treats for your dog


What is a product branding strategy?

A product branding strategy is a comprehensive plan that defines how a product, or a range of products, will be presented to the target audience. It encompasses everything from the product’s positioning in the market, its unique selling propositions (USPs), and visual elements like logos and packaging to communication messages and mediums used to reach the audience.

Essentially, it’s about crafting a distinct identity for the product and ensuring it resonates with and appeals to the intended consumer base.

Product branding focuses specifically on an individual product or a range of products, aiming to differentiate it in the marketplace and establish its unique identity. On the other hand, corporate branding focuses on the brand image of the entire company.

It’s about crafting the company’s overarching identity, values, culture, and perception in the market and the minds of stakeholders. While product branding might emphasise features, benefits, or user experience, corporate branding revolves around trust, reputation, and the company’s mission and vision.

A compelling product branding strategy typically includes the following components:

  • Product Positioning: Clearly defining where the product stands relative to competitors.
  • Unique Selling Proposition (USP): Identifying and communicating what makes the product unique and why it should matter to consumers.
  • Visual Identity: Design elements like logos, packaging, and colour schemes that create a distinct and memorable image for the product.
  • Brand Messaging: Crafting compelling narratives and messages that convey the product’s value proposition.
  • Target Audience: Defining and understanding the specific group of consumers the product is meant for.
  • Channels and Communication: Identifying the best platforms and mediums to reach and engage with the target audience.

A logo is a vital branding component, but it’s just one piece of the puzzle. A logo provides a visual identity, a symbol that consumers can instantly recognise. However, a product branding strategy is holistic. It includes visual elements and encompasses product positioning, messaging, market research, etc.

A logo is a vital branding component, but it’s just one piece of the puzzle. A logo provides a visual identity, a symbol that consumers can instantly recognise. However, a product branding strategy is holistic. It includes visual elements and encompasses product positioning, messaging, market research, etc.

Overview of Brand Direction

Using a holistic approach, we first examine the competitive environment, studying key players and understanding their positioning. An illustrative case study is our work with the Arc pushchair, a premium product entering the crowded nursery sector.

When developing Arc’s brand strategy, we took a different approach than market leaders like the trend-focused Bugaboo and the durability-centered American brands. Our research identified a unique opportunity: to prioritise the comfort and happiness of babies themselves rather than catering primarily to parental fashion or lifestyle statements.

While we recognise the importance of keeping up with current trends and ensuring product resilience, our branding philosophy centres on creating genuine, long-lasting value. This led us to position Arc as a brand dedicated to the baby’s experience, offering products that stand out for their thoughtful, child-centric design.

This clear focus on infant well-being allowed Arc to differentiate itself in a competitive market. By emphasizing a baby-first approach, Arc connects more meaningfully with parents looking for products that put their children’s needs at the forefront. It’s a strategy that not only sets Arc apart from its competitors but also aligns closely with the core concerns of our target customers.

What are the prerequisites for the service?

Before beginning the Brand Direction journey with us, we ask clients to provide:

  • A comprehensive understanding of their current brand identity.
  • Information about key competitors.
  • Any existing market research or customer feedback.
  • A willingness to engage in open dialogue about the brand’s goals and aspirations.

What is likely to come next after we’ve delivered this service?

Upon completion of the Brand Direction service, the following steps often involve:

  • Brand design and visual identity creation.
  • Crafting of brand messaging and tone of voice.
  • Website design and digital presence enhancement.
  • Marketing and advertising strategy development to promote the new brand direction.

Why use D2M to deliver the service?

D2M brings a wealth of experience and a proven track record in brand positioning. Our holistic approach and a keen understanding of market dynamics ensure your brand finds its rightful place in the market.

Furthermore, our dedication to understanding the heart and soul of your brand means we’re not just service providers; we’re partners in your brand’s journey.

What are the limitations of the service?

While our Brand Direction service is comprehensive, it’s important to note:

We provide direction based on available data and market insights, but external factors and market shifts can impact results.

The service focuses on brand positioning and not on operational or product changes.

Implementing the direction provided requires additional steps and investments in marketing and branding efforts.

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Bonus 40min extended case-study video!