At UNICconsult, we understand the strategic and operational branding process as the core of brand management. We work with the TCR Brand Steering Model, which forms the conceptual framework of our work.
The T stands for Branding Tools, the toolbox of brand management. This includes the Customer Insights and the Brand DNA, the definition of Brand Identity and Brand Values, but also the strategic options of Brand Leverage, i.e. the exploitation of unused brand potentials. Also included in the tools are the processes of creating Brand Visuals and Brand Claims, documented in a (digital) Brand Book. Finally, the tools of interaction are important: who are the Brand Team, the Brand Heroes and the Brand Agency, how does Internal Branding work?
The C naturally stands for Brand Communication, among other things for the determination of the Brand Media Menu: what is the ratio of Paid, Owned and Earned Media? What Brand Stories are there? How is the Brand Dialogue controlled? How are the Brand Ambassadors and the Heavy Users looked after?
No brand management without a clear result orientation. The R stands for Brand Results. What is the most important result dimension of branding? The price. The Brand Pricing Power and also the Brand Equity, the brand value, are the decisive target and result sizes, which ultimately more than justify the investments in a brand. Of course, the measurement of brand loyalty and brand recommendations are also important, and at the interaction level, the Brand Virals and the Brand Traffic in the relevant target group can also be traced.
Our clients include not only FMCG companies but also B2B companies that have recognized the opportunity that there is also an emotional side to business with business customers and that Total Cost of Ownership analyses, despite all the rationality of decision-making processes, are ultimately only a help size for the decision.
