Brand Strategy and Business Value

Type 2 Consulting provides C-level advice on how to use branding to increase business performance and value. Our work involves an explicit integration of the marketing and financial perspectives on business — how to create value for customers, and how to capture an appropriate proportion of it.

Brand Strategy and Business Value

T2 Consulting specializes in working for companies with strong science, engineering or finance cultures who are, frankly, somewhat brand skeptical. Our focus is on showing how brand strategy can enhance overall business performance and valuation.

Typically, our clients engage us to address two questions: ‘How do we increase the strength and depth of our relationship with our key audiences?’ and ‘How do we demonstrate the contribution of branding to business performance?’

In addressing these two questions, we provide insight on the following five issues:

• What is the scale of the value uplift that branding can provide within your industry context?
• What are the sources of customer value on which you can build a sustainable advantage?
• What is the correct strategic positioning for you to adopt?
• How should you modulate your messaging to meet the needs of different audiences?
• Which are the appropriate business metrics on which to monitor progress?

The hallmark of our work is explicit integration of the financial and marketing dimensions of business strategy – understanding the drivers of business performance; and the sources of customer value. This ensures that our recommendations deliver an increase in both brand equity and shareholder value.

Our work has two main components:

• Value creation: How to increase brand equity
• Value measurement: How to demonstrate marketing accountability