Building a brand with clarity and purpose
Your brand is a powerful strategic tool for achieving your business goals. Our proprietary Hierarchy of Brand Needs provides the strategic clarity to navigate a competitive Singapore market, guiding every decision to ensure your brand connects with customers and strengthens your position.
Our Hierarchy of Brand Needs. It’s the model for a coherent brand where each layer logically aligns with the next, from Brand Purpose to Brand Experience.
Our framework is inspired by the famous theory of human motivation, illustrated by Abraham Maslow’s Hierarchy of Needs: foundational needs must be met before higher aspirations can be achieved.
We apply this same insight to brand strategy. A business’s brand motivations must evolve in response to the market. In a competitive environment, it’s not enough for customers to know what you sell. They also need to understand why you matter.
The 5 levels of a coherent brand
Our framework identifies 5 distinct levels that make up a coherent and effective brand. While the ideal is a linear progression, our work often involves strengthening these levels in the order your business needs it most, bringing clarity and alignment from the inside out.
- Brand Purpose Your ‘why’. A clear purpose makes your brand more relatable, creating the conditions for a deeper, non-transactional connection with your audience.
- Brand Identity This is “who” your brand is, inside and out: the look, feel and personality that helps you stand out from the competition.
- Brand Message Your consistent point of view. It defines the role you play in your audience’s life and guides the actions you want them to take.
- Brand Content What your audience reads, watches and hears from you. It’s the story you tell, purposefully designed to capture attention and build trust.
- Brand Experience The story you invite your audience to become a part of. It moves beyond one-way communication to create a memorable, even lasting, connection between them and your business.
Our strategic consulting approach
Our collaboration with you always begins with your business challenges, not creative concepts. As your brand consultants, our role is to assess where your brand currently stands and identify the gaps in its foundation. This diagnostic approach ensures every investment in your brand directly supports your growth objectives.
We believe your brand is a strategic asset and our goal is to bring it coherence and strength, ensuring it’s engineered to create a real competitive advantage for your business.