Branding essay part 2
Challenges and opportunities
At the moment, Natural Kitchen faces the problem of several design challenges. First of all, the company has to focus on the improvement of the consumer trust which is essential for the creation of a reliable and reputable brand. If customers do not trust with the brand, the company cannot gain any considerable success in the market and improve its competitive position (Brown, 2003). As the company can expand its business nationwide as well as internationally, it can use its brand to expand but still keep core identity. The core identity is essential for the maintenance of the brand that means that the company should not change its brand along with the expansion of its business. The creation of a stable, recognizable and popular brand should become priorities of the company. Finally, at the moment, the company faces the problem of the co-operation with other organisations (environmental, fair-trade, lifestyle, charities, etc.). Such cooperation can influence kids and shoppers to think about environmental and sustainable issues. The interaction with public organisations, wider involvement of the company into community activities and other forms of the cooperation of Natural Kitchen with other organisations contributes to the improvement of the public image of its brand and the overall formation of the positive attitude of the public to the company’s brand.
The process for selecting a suitable branding agency
The selection of a suitable branding agency is very responsible and important process. In this regard, Natural Kitchen should elaborate key criteria for the selection of the branding agency (Peters, 2007). At this point, the selection of the branding agency should match the marketing goals of the company and its marketing strategy. Taking into consideration the opportunity of the development of the company’s operations nationwide and internationally, Natural Kitchen should select the agency that operates in the UK and takes one of the leading positions in the UK branding industry (Mohrman, 2009). At the same time, the company should not refer to the branding agency which has a large staff and multiple customers because, in such a case, the company may face the problem of the standard approach used by the branding company to the creation of Natural Kitchen brand. Instead, Natural Kitchen needs the branding agency that uses the personalized approach to each customer and is capable to meet specific needs of the company and understand its uniqueness. Therefore, a relatively small agency may be the right choice for Natural Kitchen. In this regard, Rareform is the right choice of the branding agency for Natural Kitchen because this is one of the most successful branding agencies in the UK, although its annual revenue does not exceed $1 million that means that the company does not involve a large number of serious projects that may distract the best human resources of the branding agency. Instead, Natural Kitchen may count on the involvement of the best professionals of the successful branding agency for the creation of the new brand of the company or the improvement of the existing one.
Chosen branding agency and the approach to the brief
The chosen agency, Rareform, is the successful branding agency which main approach is based on the personalized, customer-centred approach to each customer (Gitlow, 2009). In such a way, Natural Kitchen can gain considerable benefits from the cooperation with Rareform because the agency will take into consideration specificities of the company and meet its branding needs and goals (Bamberg, 2000). Rarefrom can provide Natural Kitchen with an opportunity to create the unique brand that mirrors the vision and mission of the company and helps Natural Kitchen to implement successfully its marketing strategy oriented on the national and international market expansion.
Plan
The rollout of the new brand, phases and plan and budget
The new brand of Natural Kitchen is the brand oriented on the delivery of healthy food products to its customers. The primary concern of the brand is the customer health. This is why the company is supplying organic food products that are healthy and safe for human health as well as natural environment. The first stage of the development of the new brand is the identification of the brand philosophy, which is the philosophy based on the healthy food for mass customers (Viardot, 2001). The next stage is the identification of the target customer group, which is customers in the UK and this customer group may expand steadily internationally. The next step is the elaboration of the methods of the brand promotion. In this regard, the company should identify tools and methods that may be applied successfully. In case of Natural Kitchen, the company should focus on the development of close company-community ties that means that the company can promote its brand within local communities throughout the UK. For instance, the company can sponsor health programs informing the public of the importance of the healthy food for their health. The company can sponsor meetings of health care professionals with local community members. In such a way, the company will create the image of the socially responsible company that takes care of customers’ health and offers products that may be useful for their health. The budget of the project (See App.) will need to raise funds for the implementation of the plan of the new branding policy of the company but the project will start brining return on investment during first years of the implementation of the project.
ROI and testing
The company can start receive return on investments during the second and third years of the implementation of the new branding policy. The first year will be the most difficult one since the company will need to invest in the creation and promotion of its brand. The overall success of the project and its effectiveness can be measured with the help of the assessment of the recognition of the brand by customers in the UK. The assessment of the recognition of the brand of the company can be conducted with the help of surveys conducted online or via phones.
Conclusions
Thus, Natural Kitchen has extensive opportunities to develop its business successfully. However, the company needs to enhance its brand image because the brand of the company is very important for its marketing success. The brand influences the perception of the company by customers and influences its competitive position. Natural Kitchen should use the branding agency’s services to reach the target customer group and create a strong and attractive brand that is recognised nationwide.
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