A new way of looking at your business, brand, and marketing
Introducing the Value Architecture Model
In a lot of businesses, there’s a disconnect between business, brand, and marketing. Our Value Architecture Model helps you counter that challenge. In this article we’ll lay out the essentials.
Storytime.
Marketing, brand, and business walk into a bar. Marketing starts screaming. Brand stares at their own reflection for the entire night. Business eventually picks up the bill but isn’t sure why they’re the one paying.
It’s a shitty joke. True. But shitty. 💩
How can you fix this? Reconnecting business with brand and marketing is a good way to start. By broadening up the conversation about marketing to every department you have. To customer experience, to product development, to customer service. Thinking true marketing mechanics through from tagline to workflow.
Broaden up the conversation about marketing to every department you have
This is without a doubt a difficult thing to do. However, there is a way to lay or fix the foundation of your business. A way to detect and improve points that actually create value.
Introducing our Value Architecture Model
The Value Architecture Model consists of 5 different value points. Proposition, Brand, Audience, Relationship, and Organization. The sum of those parts shape and steer your company. If something isn’t working for your company, the solution to your problem lies somewhere in those 5 value points.
Let us walk you through it.
Proposition: Fixing what you sell
It’s what you sell. Your product. Its features. Your service. The way that service is designed. The core of your business. It’s the starting point. Like we’ve written before: You can’t market a poor product to greatness.
Brand: Not just your logo and tagline
Most brands are built like shopping windows. Colors, logos, flashy stuff. But nowadays your brand is more like the shop’s employee Robin. Customers ask Robin questions. The interactions between Robin and the customer influence whether the customer’s experience is good or awful. This means you need to look at your brand from more levels than just the flashy stuff. That’s why interaction design and experience design are an integral part of how we approach branding briefs.
Most brands are built like shopping windows. But nowadays your brand is more like the shop’s employee Robin.
Audience: Behavior, needs, and dislikes
Knowing your audience is not enough. Aligning your brand’s message and goals with the information needs of your audience; that’s the key.
Relationships: More than just campaigns
Campaigns, unboxing experiences, customer relationship management, your HQ, employer branding, internal comms, pitch decks. We can go on and on giving examples of valuable ways a business can connect with its audiences. Businesses can truly create distinctive experiences when they dare to look outside the traditional campaign-frame. 💡
Organization: How to make it work
Who’s going to challenge your in-house creative team? Are you briefing your creative suppliers in the right way? Are your workflows still… well… working? We believe every brand needs a creative ally to help counter these organizational questions.
That’s our Value Architecture Model. Our guiding compass in everything we do. Whether we design a brand identity, deliver behavioral insights, or develop a new proposition. Everything to increase the value created within your business. We hope this brief summary can guide you and your business to success.
Oh and if you want to take the first step, check out our Value Mapping Session during which we swiftly analyze your company’s Value Architecture.
Go get ‘m.
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If you just want some additional info; just schedule a call via this link and we’d be happy to talk you through the process in person. ☕️
