Your Brand's Agenda
All managers of brands have a firm idea of what their brand stands for and what its values are. That's the ground in which all other brand communications are seeded. But it's what you're talking about everyday that changes people's perceptions of what you're about. Of course you'll be covering all the issues that come with competing in a particular market. So, for instance, all banks are talking about 'accounts' and 'savings' and so on. That's why we take that sort of vocabulary out of the equation; because we're interested in the agenda that makes a brand, well ... a brand.
You're probably putting resources into understanding what people are saying about you out here in the digital space. But surprisingly few brands are totally on top of their own side of the conversation. Ask yourself a question - 'what exactly are we talking about right now? And how different is it from the generic market agenda?' OK, that's two questions, but they're intrinsically linked. Because if your brand agenda doesn't differ from the market agenda then it's just commoditised.
That's why Linguabrand listens to everything the market and your brand has to say. We've some dry old management deliverables in there for you, like benchmarking your agenda differentiation. But it's also incredible what fresh, new thinking it can reveal. Like, 'Are we really talking about that??' Or, 'we'd no idea our agenda was so generic until right now'. And, excuse our immodesty, 'In ten years in control of brand communications I've never seen anything as insightful as this'.
Best of all, it's all actionable. You might find there are some great things you are talking about but you just need to do so louder. Or there's a generic hygiene factor that can be pruned back. Or perhaps you'll want to take the lead on a subject by discussing it differently to everybody else.
We'll separate and weight your primary from your supporting brand agenda. It'll give you the evidence you need to make good decisions. As we get to know one another we'll be able to show you how your market's agenda is changing over time. And we can help you on specific issues, too. Like the work we did for some industry big-wigs on understanding better what 'Green' actually is. Fascinating stuff. But for us, the best thing is our clients hearing their own brand clearly for the first time - and then taking control of their side of the conversation.
