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Brand Development

& Strategy

Your brand served you well in the past but is it time to evaluate, regroup and redefine the value you bring to your customers?

Does your brand still have the same appeal it once did to customers and employees?

If you haven’t measured how your brand is perceived in the past 12 months, it may be time to find out through a brand assessment. When you consider the pace at which changes happen in such a hyper-competitive industry, you need to stay on top of what people think about your brand and how they select a financial institution if you want to remain top of mind.

Your brand assessment will identify customer needs and financial institution selection criteria as well as promising opportunities for growth. It’s also an effective tool for assessing employee engagement, loyalty and advocacy in the spirit of building a stronger team culture around your mission, vision, value propositions and core values.

Once your brand assessment is complete, we will, in the following order…

  • Engage in a thorough competitive assessment to gain an understanding of how each of your competitors are positioned in the marketplace.
  • Schedule a brand discovery workshop. During this workshop, we will drill deep into the heart and soul of your brand – its  purpose, mission, vision and values to identify the best way to position your corporate brand to accelerate your sales process, grow market share and maximize profits.
  • Take your new brand through a series of tests to validate its intended message and purpose.
  • Provide the framework and process for an effective and engaging internal brand rollout event to ensure brand understanding and buy-in internally before launching it to your customers and other stakeholders.
  • Create a company culture strategy to make sure everyone internally understands and knows how to deliver on your brand promise. (Seroka Brand Development provides full implementation services to improve your culture.)
  • Create your external marketing and communications plan to market and promote your new brand to new and existing customers.

So, let’s schedule a time to connect and we can discuss taking the first step with a simple brand assessment.


Have any questions,
or would you like
to learn more?

Should You Rebrand?

Building or rehabilitating your brand would be necessary if your company is experiencing any of the situations or symptoms in the next slide.

You Need to Rebrand When

  • You have no brand tiebreaker (value proposition)
  • Sales are down
  • No messaging consistency
  • Unable to define your brand in a relevant or meaningful way
  • A change of business focus
  • Expanding through a merger or acquisition
  • Disorganized or confusing brand portfolio
  • Poor marketing ROI
  • Customer attrition

The Process: Internal Brand and Culture Research

Measure the health and strength of your culture through an internal brand and culture research study. The results of the study will uncover obstacles limiting your ability to reach your goals, and will provide you with insights on how your brand is perceived by employees in more than fifteen categories.

Employee Metrics We Aim To Improve

  • Employee engagement
  • Teamwork
  • Productivity
  • Innovation and creativity
  • Attract and retaining top-performers
  • Operational efficiency
  • Leadership effectiveness
  • Quality and accuracy
  • And much more…

Voice Of Client Research (VOC)

Our voice of customer research provides insights into how well your brand is performing and connecting with your clients. The feedback you receive will serve as a checklist of what you may need to do to strengthen your relationship with your customers. The result will be an increase in future business and referrals.

Client Metrics We Aim To Improve

  • Brand awareness
  • Brand relevance
  • Purchase consideration
  • Credibility
  • Equity
  • Loyalty
  • Sales
  • Much more…

Brand Identification And Restoration

As the leading branding agency for the mortgage, financial and manufacturing industries, our brand strategists will build a stronger and more compelling brand for your company. If needed, we can take you through the process of restoring a brand that may have lost its focus or relevance.

Brand Architecture And Portfolio Management

Are you growing through mergers or acquisitions? Are you creating new brands under your corporate umbrella? Do you need to rebrand your existing products and services? If so, you need a branding company that can construct a proper brand architecture system. See the next slide for aspects of a good brand architecture.

A good brand architecture system will:

  • Maximize the brand value of your umbrella brand and its sub-brands
  • Establish strategic guardrails for all brands in your portfolio
  • Lower the barriers of growth when acquiring or creating additional brands
  • Provide clarity for the unique value propositions of all your brands
  • Provide the logic supporting your company’s brand portfolio

Need some help in any of these areas? Give us a call. We have been creating successful marketing plans since 1987; read what some of our clients have to say about our efforts!

Have any questions, or would you like to learn more?  Contact us today!

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