Abrand is more than a name, logo, and tagline. It represents the relationship a product or service has with its audience.
Enhancing that relationship at every touchpoint to ensure a consistent brand experience is crucial in making a difference and improving a business’s bottom-line in today’s consumer-conscious market.
However, consumers are inundated with content and messaging of all kinds, making it increasingly difficult to be heard above the din. This requires stepping away from the siloed myopic branding and focusing on marketing strategies and their creative delivery in a more unified way.
Propaganda makes this happen by helping brands strike the right chord with consumers. It triggers the right emotional drivers that create unhinged bonds.
Propaganda’s expertise lies in offering fully integrated branding solutions to CPG, restaurant, retail, beauty, food, and hospitality brands. From strategy development to market research and design services, there are many moving parts in a branding journey that affect the brand and the way a customer experiences it. Putting strategy at the core, Propaganda has helped numbers of brands across the restaurant industry identify effective strategies to position and market themselves to connect with and expand their consumer base.
“We believe the success of a brand is rooted in its guest experience. Our aim is to build a complete brand management package that helps companies deliver that strong emotional branding quotient coherently across the brand journey,” Flint Finlinson, co-founder and CEO of Propaganda.
Driving Success through a ‘True Branding’ Process
True Branding is Propaganda’s proprietary process for a fully integrated brand transformation aligned with customer desires. By identifying the true essence of a brand that connects it with consumers, True Branding creates a strategy that accurately positions them in the right market and among the right audience.
We believe the success of a brand is rooted in its guest experience. Our aim is to build a complete brand management package that helps companies deliver that strong emotional branding quotient coherently across the brand journey
It dives into the core DNA of brands and helps them speak with authenticity. Propaganda does this through a strategic approach that incorporates the founding story and the inspiration driving the company, as familiarity with a brand and its story is a key driver of brand authenticity. Being genuine goes a long way in turning prospective buyers into loyal customers, and that’s what Propaganda helps brands achieve.
This is done through various qualitative and quantitative research on the management, operations, and the full DNA of a company to understand the key elements that resonate with customers.
Data-driven research and analytic capabilities help Propaganda gather insights for creating strategies that effectively position brands and bring value to clients. Identifying the core audience is essential for maximizing this value, and Propaganda employs demographic and psychographic segmentation to determine the right customer population. The research also throws light on key emotional drivers that set brands apart from their competitors. Understanding the brand’s core pillars that resonate with the audience is central to organizational, marketing, and cultural success. This also helps build customer loyalty, which is the most valuable asset.
These pillars are aligned with a client’s business model through tailored branding strategies to create a singular purpose for the brand. It aids in the effective delivery of promises, so the brand is better reflected among its consumers.
Once the strategies are established, Propaganda brings a creative and communication strategy to articulate the brand voice to consumers. This includes various services like creative direction, digital development, video production, and promotion.
Hitting the Right Target with Authentic Brand Positioning
Propaganda is adept at positioning brands to create market differentiation. Mature brands often struggle to keep up with the times due to outdated strategies. Relying on age-old strategies prevents them from evolving with the customer needs. Propaganda helps these brands find their relevance for the younger generation. It also enables up-and-coming brands to find their “it” factor, align it with suitable marketing strategies, and position them in the right spot in consumers’ minds.
With over 20 years of experience, Propaganda is passionate about the restaurant industry. The integrated branding solution employs a detailed strategy that permeates every constituent making up the restaurant ecosystem. For instance, the decor, the amenities at the table, the music being played, and the way customers are greeted. Aligning the restaurant’s ambience, products, and services with the brand voice, Propaganda ensures a unique guest experience that doesn’t compromise on quality. It transforms restaurants from a place that caters to food to a site that delivers a memorable dining experience. This holistic approach drives more restaurant traffic and helps them set a standard.
Expanding Brand Network with Internal and External Branding
“One of our key differentiators is we create strategies for the internal team as much as we do for the external stakeholders, the consumers. We make this possible by internally retooling our client organizations, focusing on company culture and values, so brands are equipped with the right team to ensure the best guest experience,” says Finlinson.
The tailored branding strategies engage, motivate, and inspire the internal consumer, as they are the primary audience that determines a brand’s success. Having excellent internal branding strategy results in employees becoming the best advocates for the brand and delivering on the brand promise to the consumers, through their social circles. It automatically expands their market reach as the employees, on average, have a collective network that is 10 times bigger than a company’s follower base.
Brand Marketing through Creative Communication Services
Brand insights gathered from research are used to build a comprehensive creative and communication strategy with a unique point of view that speaks the consumer’s language. Creative language connects brands to customers, and Propaganda understands this better than anyone else. Right from the color palette to the patterns on the packaging cover, it creates a strong visual appeal to entice the audience. Along with the visual language, Propaganda creates creative and engaging content that speaks to consumers.
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Data-driven research and analytic capabilities help Propaganda gather insights for creating strategies that effectively position brands and bring value to clients
These creative services bring Propaganda’s marketing strategy to life, made easier with in-house marketing operations. This way, brands can save substantial costs, effort, and energy by not spending it on another service provider.
Propaganda optimizes brand marketing with digital media placement, social media influencers, in-store merchandising, and store concept and design. It conveys clear and strong brand messaging, establishes brand values, and enables brands to communicate with customers and prospects. Propaganda has an activation team that brings marketing campaigns and fully integrated communications alive, helping clients connect with their audience across digital channels.
Accelerating Brand Growth with End-Consumer Insights
Besides creating and delivering an array of branding essentials, Propaganda partakes in assessing and measuring a client’s progress. Propaganda begins by looking into their internal team.
After gaining an understanding of the internal team, the workings, and the history of the company, Propaganda carries out various qualitative and quantitative research to learn the consumer response and their growth trajectory.
This data-driven research helps arrive at an understanding of the brand’s status from their target consumer base. It throws light on how the brands are performing from a value perception standpoint, which helps Propaganda position the brands more effectively in the right market through active marketing campaigns.
Stepping Ahead with Teamwork
The ability to think beyond one’s skillset is the prerequisite for becoming a part of Propaganda’s stellar team. Propaganda has built a solid work culture based on the idea that everyone is a contributor, regardless of their expertise. Having a hands-on team enables Propaganda to develop services backed by a well-balanced and grounded strategy. Professionals like creative directors, consumer researchers, writers, and graphic designers work in synergy to develop creative strategies from a 360-degree viewpoint of the project. Propaganda attributes its success to this collaborative and productive work culture.
Branding strategies must evolve with the spirit of the times, and Propaganda envisions making this process easier. Leveraging over two decades of branding experience in the restaurant industry, Propaganda continues to help position brands for maximum appeal to their core audience and elevate meaningful brand experiences. While embracing the tools and tactics of the social media-oriented brand-building space, Propaganda underlines that all branding techniques boil down to connecting with consumers. Helping brands find the sweet spot to emotionally connect with their consumers makes Propaganda a true branding partner.
