BRAND STRATEGY
& INNOVATION

At Kaleidoscope, we create a clear vision for your brand with a cogent strategy that ties all its assets together. From points of difference, naming, and positioning—to story, architecture and whitespace opportunities—your brand strategy will ensure you’re resonating with consumers, disrupting the category, and on track for future growth.

Category & Industry Immersion
Consumer Insights & Trend Analysis
Naming
Brand Equity & Positioning
Storytelling & Communication Strategy
Brand & Portfolio Architecture

CATEGORY &
INDUSTRY IMMERSION

Our first step to developing a brand strategy involves learning everything we can about your brand. We conduct a deep dive into your brand while immersing ourselves into the industry and your competitors through retail and category audits. Our Account Team works closely with you to understand your challenges so we can determine early on how your brand can disrupt the category.

CONSUMER INSIGHTS &
TREND ANALYSIS

Who is my consumer? What are current trends in my industry? How can I find untapped markets or opportunities? If these are the questions that keep you up at night, our Strategy Department can determine and contextualize the research findings that are relevant to you.

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NAMING

Finding the right name for your brand requires more than just Post-Its and a thesaurus. A good name is memorable, but a great name ties all the components of your brand strategy together. The goal is to spark consumer curiosity and the desire to engage (and re-engage) with you.

BRAND EQUITY & POSITIONING

When it comes to brand positioning, we have a guiding principle: Pointing North™. Our proprietary methodology gives us a tried-and-true structure that allows us to clearly address your brand challenge through four strategic lenses that yield distinct and viable market-ready brand solutions.

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STORYTELLING & COMMUNICATION STRATEGY

Simply, your brand story brings your strategy to life. It’s not enough for your brand to sell something, but rather, your brand has to be about something, too. Your brand story allows consumers to know what you stand for and demonstrates who you are. A good brand story not only resonates with consumers but also allows consumers to champion your brand and tell your story on your behalf.

BRAND & PORTFOLIO ARCHITECTURE

The purpose of a Brand Architecture is to develop a future roadmap for how to deliver on the full potential of your brand and maximize the potential for differentiation and growth. Built on a combination of strategically defined pillars, Brand Architecture connects consumer insights, product categories, and design strategies into one unified strategic brand foundation.

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