proBRAND is a strategic brand consultancy founded in 1993 to help technology companies better understand, manage and leverage brand equity for competitive advantage.

Our mission

Our mission today is to help technology-related and other companies transform the way they build and manage brands for competitive advantage.

What makes us different?

• Branding is a core business issue and we treat it accordingly.
• We recognize that branding is fundamentally more about people, emotions and relationships than products, technology and spending.
• We are relentlessly customer-focused (actionable insight is key).
• We bring a multi-disciplinary viewpoint to every assignment.
• We recognize the importance of behavioral branding and can actually do something about it.
• We believe in accountability; the proper metrics and measurements are critical to success.
• We are passionate, pragmatic, easy to work with and determined to make a difference for every client.

Our approach to brand development is based on these key planning considerations:

Brand strategy is a critical component of business strategy. Understanding branding as more than a communications issue allows companies to leverage a brand strategy to measurably increase intangible assets of the company.

Branding is a process, not an event. Brand development makes a real and measurable difference when the brand is seen as vital to business success, supported throughout the organization and practiced every day. Our proprietary and proven TBM approach is designed to help companies deal successfully with complex branding challenges and make branding an on-going process, not an event.

Treat brand as an experience. The brand is constantly being shaped and influenced, for better or worse, by the communications, people, products and services of the company. That's why we focus as much attention on guiding behavior as we do on more tangible expressions of the brand. Customers view brand as an experience; you should too.

Critical success factors

In our experience, we've found that there are several critical factors that make a brand strategy project successful:

• The involvement of key people, including senior management, throughout the process.
• A systematic and ongoing learning program to educate the organization on how to implement the brand strategy and to personally contribute to building strong brands.
• Internal and external metrics developed measure the ongoing progress of the brand building strategy.

In addition, customer research is an essential step in developing a brand foundation strategy and naming, identity and brand communications strategy. At proBRAND, we approach customer research with a "brand forward" view.

Finally, we take an unbiased approach to brand strategy. We tailor our brand solutions to your specific needs rather than one particular solution.

A comment about change management and brand strategy implementation

Many of our client engagements develop from internal change management initiatives. This has been especially pertinent with technology-related clients, who are constantly evolving, going through mergers and acquisitions activity, and redefining their strategies and business directions.

We approach change management projects with sensitivity, especially in regards to the Brand Team and other parties involved. We spend a significant amount of time training the teams in Total Brand Management™ such that they all begin to feel comfortable with the process and the possible outcomes. This has been particularly important when dealing with cross-functional Brand Teams; the team members find themselves feeling empowered (rather than threatened) and ready to "champion" the company's brand building process.

Read on and learn more about the proBRAND team and the partners we work with around the world.