Branding And Brand Positioning

Spark Connections’ particular combination of expertise and skill sets – embracing branding, marketing, business development, operations, and employee engagement – is a reflection of our approach to the development and positioning of a dynamic brand.

More than a logo, a firm’s brand is a representation of its personality – who it is, what it believes in, and how it works. It is manifested not only through its brand collateral, but also through its tone of voice and the way that it engages its employees and stakeholders to create passionate brand ambassadors and loyal clients.

A brand is a company’s story and a vital building block for its culture, not just a design and marketing exercise. How that story is composed and communicated lays the foundation for a dynamic, forward-looking, committed firm to achieve growth, success, and loyalty.

By strengthening and changing the way that a firm is perceived, the stage is set to attract more business.

Spark Connections has a specific expertise in developing dynamic brands in the engineering and consulting sectors, a marketplace where a focus on brand as a competitive advantage is a differentiator.

The Spark Connections team has delivered successful branding solutions in the following areas:

Development of:
- Compelling and multi-tiered brand platforms
- Dynamic global brands
Rebranding
Brand integration
Brand positioning
Employee branding

Our ability to partner with our clients to deliver successful branding solutions is a result of our ability to understand:

The importance of a strong, aligned brand
That a brand must be comprised of a dynamic internal culture in addition to market-facing initiatives
That brands need to be compelling and must resonate with a wide range of stakeholders
That brands must stay relevant
The needs of the business, its vision, purpose, objectives, and aspirations
The business’s stories
That any action related to brand has emotional aspects; attachment to a brand can be personal and strong. Logic or strong business rationalization may not be sufficient to change mindset.
That brand loyalty cannot be dictated or forced
That brand cannot stand on its own; it must be in alignment with the business’s strategic plan, business development, and client relationships.
That a strong, aligned brand plays a key part in the development of reputation and client trust
That an ineffective brand strategy can result in:
- Brand confusion and lack of clarity
- A brand with which stakeholders cannot connect
- A reduction in brand loyalty
- Disconnected and demoralized employees; employees like to feel pride in their employer
- An inability to capitalize effectively on thought leadership and innovation

“A brand must be comprised of a robust internal culture in addition to a logo and market-facing initiatives.”