Make Your Mark in the Marketplace
DHD approaches brand development as the first building block in the construction of a new entity. A strong brand is a foundation from which to grow, and it's the big picture reminder of the desired end result. A brand is a set of defined expectations, and should provide a promise. DHD always keeps the following four key branding principles in mind when developing a new brand:
- Claim — Who you are and where you are going?
- Image — How you are perceived?
- Position — Where you are located in the customer mind?
- Ownership — Your level of command in the competitive market(s)
Keeping these essential branding principles top of mind enables the development of strategic goals. Clearly, the overarching desired end result is ownership (or brand loyalty) in all competitive markets. The DHD brand development process helps work companies toward that ultimate goal, and does so by adding another layer of process sophistication. DHD takes a triangular thinking approach to branding — one that takes three different perspectives into account. These perspectives are the customer attitudes, the products or services, and the benefits of the products or services. Below is a representation of our approach.
