Insight
Jan 31, 2018
How the go-to-market strategy influences brand perception

IDENTITY AND RELATIONSHIPS: TWO SIDES OF THE SAME COIN

What does constructing a brand identity mean? Form a personality for the brand through a visual and iconographic language, effective communication, or even the design of every single touchpoint: these are all elements which determine the perception and reputation of the brand from the point of view of its public. A perception which is not only rational but also profoundly emotive and instinctive, on which the approval and the consequent success of the brand depends.

The visual image is, however, not the only answer.

How can I get my brand onto the market? How can I reach my consumers? Through which channels and actions? Through what forms is the brand perceived by its consumers? How can we reach the heads (and hearts) of users? The go-to-market strategy is the answer. Answering these questions means planning a strategy aimed at constructing a relationship with our clients. According to the combination of factors chosen for implementation, brand perception by users varies considerably and, consequently, the brand identity is also affected.

Brand identity is therefore not (only) the result of its visual image but also of the combination of all channels and actions which are carried out by the brand in order to construct a relationship with its clients.

The various combinations create differing brand perceptions and, consequently, this significantly influences the brand identity.

Vorwerk Folletto

The German company entered the Italian market as far back as 1938 with a new sales technique, the door-to-door model, a technique which is still in widespread use for a number of product types. The main value that the brand wanted to project to the consumer was (and is) loyalty. The brand uses the strength of the relationship economy, based on authentic human relationships, which generate a positive feeling of trust in consumers, in order to position and differentiate its products on the competitive scene. The product that it sells costs more than those of its competitors, and it is often difficult to understand all its functions or use all of its modes. A demonstration at home, accompanied step by step by interaction with the sales representative, is fundamental in order to convince and impress the target. Consequentially, this generates a bond of trust with the seller and the brand it represents.

Nestlé Brasile

The same door-to-door sales strategy is applied by the multinational company Nestlé in the main Brazilian cities, which uses a network of micro-distributors and individual sales representatives who, with a cart, manage to reach the most inaccessible areas of the city. By using this strategy, the brand has managed to provide employment for a large number of women from the poorest areas, and to sell its products in difficult-to-reach or completely inaccessible areas. Furthermore, by selling food at low prices, the brand has been well-received by the population, creating a feeling of trust and reciprocal support. A brand which is “close” to you, not only via that which it communicates, but also in the way it reaches you wherever you are.

Supreme

One of the currently most fashionable and talked-about strategies is that of the “drop”. Supreme applies this sales model by releasing new products every Thursday morning in its online store and its five physical stores world-wide. This strategy has generated an unprecedented level of physical and virtual traffic, approximately 1 billion views in one drop in 2016, increasing the traffic on its website by 16,800% and creating queues in front of the stores days before. This strategy, accompanied by a communication campaign which transmits the same values of exclusivity, has permitted the brand to achieve this elite, inaccessible and extremely fascinating image.

The experience of the three case studies shows how the go-to-market strategy, the choice of channels used to reach one’s clients, the method of interaction with them, the frequency of the relationship and the key actions carried out by the brand, are an integral part of the very identity of the brand. Being a loyal brand comes through the human and profound relationship with those who sell the product (in the case of Folletto); brands which respond to daily needs are those which reach you wherever you are (Nestlé); and lastly, being exclusive is not only a question of gold and sequins, but of intelligent sales strategies (Supreme).

The way I contact and address my clients is the very heart of my brand identity.

Irene Serafica
Strategic Design Lead

Share it !

CBA Paris

96, rue Édouard Vaillant
92300 Levallois-Perret, France
Map

+33 (0)1 40 54 09 00
Email

© 2016

All Rights Reserved

CBA is a design agency.
It is composed of a network of 13 offices located across the globe, sharing the same mindset.
Our 305 professionals work passionately everyday on projects for more than 30 countries.

CBA Global en
CBA France FR / EN
CBA UK EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN / TR
CBA Middle East EN
CBA Asia Pacific EN
CBA US EN
CBA Latin America EN / PT / ES

Type your search and hit return

SUBSCRIBE TO OUR NEWSLETTER

First Name

Last Name

Your email

You will need to confirm your address to activate your subscription
By clicking "Subscribe" you will be agreeing to our privacy policy

Terms and conditions

LEGAL MENTIONS

This site is edited by:
CBA Paris
SASU with a capital of 1 150 000€ Euros
RCS Paris
Headquarters : 96 rue Edouard Vaillant, 92 300 Levallois-Perret, France
Tél : 01 40 54 09 00

Director of Publication : Louis Collinet

This website was developed by :
CB’A Srl
Headquarters: via Lecce 4, 20136 – Milan, Italy

The information displayed on this site concern all CBA Paris entities. These companies are referred hereafter by the name « CBA Group ».

Property rights
Copyrights

All data, text, information, images, photography, videos or any other content shared on this website are protected by copyright. Any reproduction, representation, use or adaptation, whatever the form, of all or an element of this site without the written consent of CBA group will be considered as a counterfeit act and falls under the penalties of Intellectual Property Code.

Brand copyrights
All named and logotyped brands and other distinctive signs which appear on this website are CBA group’s property and / or of their clients. Consequently, any reproduction or representation, and any use of these distinctive signs is prohibited, except with a writtent consent of their owners.

Links generation to www.cba-design.com
The website allows the set up of an hypertext link pointing towards its content, except using the technic of « deep linking », i.e the pages of www.cba-design.com should not be integrated within another website pages, but accessible through the opening of a new window.
This authorization should not apply in any case to websites displaying controversial, pornographic, or xenophobic information or which could tharm sensibility or cause public disorder.

Website editor 's responsibility
Website content :
CBA Group has attempted to ensure the accuracy and the update of the information contained on this website ; CBA Group reserves the rights to amend, at any time and without notice, the content. However, CBA group cannot guarantee the accuracy, the precision or the comprehensiveness of the information carried on this website.

Website access :
CBA group companies cannot be held liable for any incovenience or damages related to the general use of Internet, notably in case of service breakdown, external intrusion, downloaded viruses, or damages caused to the equipment or software which would be linked to the use of this website.

Links to other sites :
The site might include links to other Internet websites. Given that CBA group can’t control these sites, CBA group cannot bear the responsibility towards their contents, advertisments, products, services or any other material available on or from these websites. Moreover, CBA group cannot be held responsible for any damages or loss related to a trust relationship to the content, goods or services availables on these sites.

Privacy policy
Visitors are made aware that all personal date collected on this website are automatically processed. Data collected are kept confidential and are aimed at the exclusive use of members and services of CBA group.

These personal data fall under the dispositions of law « Informatique et Libertés » of January 6, 1978.
It is understood that the visitor is given a right of access, amendment or deletion of any personal data related to them, by sending a mail to :

CBA Fabien Godimus 96 rue Edouard Vaillant 92300 Levallois-Perret
or by sending an email to fabien.godimus@cba-design.com