At its core, brand portfolio strategy determines the number of brands that a company's portfolio should contain. It explains how to deploy those brands within the business and in the market. A long-term approach to growth is provided by establishing each brand's strategic roles and including what it should contribute to the company.
In all likelihood, a lot of other companies out there do something similar to what you do and likely sell similar products or services. So, if you had just 15 seconds to tell a potential customer what your brand is all about, you would want to prepare a statement that truly captures the essence of how you want your brand to be perceived.
Before we get started, let’s dispel one of the most common misconceptions around branding: Your logo is synonymous with your brand — it’s not.
Ready for your brand to be truly indispensable? We’re here to help you build one the world can’t live without.
