Establishing a strong, defensible brand identity and strategic positioning is a make or break proposition. Yet many companies view their brand initiatives only in terms of communication, or fail to effectively link their branding efforts to the overall business strategy.

Trend And Sport works with clients to define, differentiate and position brands to maximize customer relevance and competitive differentiation. We then identify specific brand action plans, including communication objectives, strategies and plans, delivered across the many points of brand contact.

Key issues addressed:

	What is the brand image today? What are the relative strengths to leverage or gaps to fill?
	What are the rational and emotional benefits sought and key decision drivers among target customers?
	How are competitors positioned? What "white space" positioning opportunities exist?
	How does the brand strategy translate into a brand action plan, including the creative brief, communication plans and touch point strategy?
	How should we monitor and measure brand performance over time?

Approach and anticipated results:

An internal and external brand audit is conducted to confirm the current image and generate potential identity and positioning platforms. Focused ideation is then used to create potential benefit-based solutions for delivering on the customer requirements. Alternative positioning statements are developed and optimized with customers in "real time," to maximize relevancy and differentiation. Brand action plans are then developed to identify clear, specific action steps for bottom-line impact.