Proper branding can affect the bottom line and a company’s good will. Brands that have market equity, that is, are trusted by customers and can demand a premium. Equity also translates into good will, an accepted asset that carries value and is reflected in accounting statements.

For multiple brands and brand extensions to work hard for their companies, they need to be integrated into a branding architecture. An architecture ensures they will not unintentionally cannibalize one another and that their interrelationships are easily understood by the marketplace. An architecture also is a guideline for new brand development.

First Team can help you evaluate the status of your brands. An internal analysis will gauge how they could better support the company’s business, marketing and sales objectives. 

An external analysis will show how the brands are perceived by the marketplace. Independent analysis often identifies issues that customers and prospects usually do not share with the sales force or other company personnel.

Recommendations report gaps between what the company believes the brands represent and how the marketplace perceives them vis-à-vis competitive brands. The recommendations also suggest a strategy for closing the gap.

First Team can help you define and build your brands’ equity.