Allity - brand strategy in the GSM industry
Brand and communication strategy for a new brand in the GSM industry
Allity is a brand that offers a wide portfolio of mobile accessories: from chargers, power banks, through cases and protective glasses, to accessories that facilitate the organization of electronics. The brand provides products that are all-in-one: they inspire trust (thanks to the materials and technology used), they focus on safety and maximum functionality and classic design. The brand is distributed on the Polish market and several foreign markets in the European Union.
Objective
- Introducing a new brand offering mobile accessories to the European market.
- Creating a brand strategy, based on which the brand name, branding, communication strategy, first product portfolio and sales strategy were created.
- Planning and coordinating the implementation and launch of the brand on the market (go-to-market strategy).
Solution proposal
- We started our work with an analytical and discovery process, which included: analysis of customers and the environment: qualitative research with customers and potential b2b customers, quantitative research with b2b customers on the Polish market and among foreign customers, analysis of communication of competitive brands; analysis of the brand and organization: interviews with representatives of various departments: from product, to sales, marketing and management;
- Preparation and facilitation of 3 strategic workshops with representatives of various departments and management.
- Naming process (creation of a name) for the brand along with analysis of the possibility of registering the trademark in the EU.
- Development of a visual communication system (Allity branding – read the case study here).
- Development of a brand strategy including: brand DNA, brand story, slogan, distinguishing features and recommendations regarding the offer, team structure, premiere. developing a communication strategy with recommendations for implementing brand communication at the time of launch and the first year of operation on the Polish and foreign markets.
- Coordination and assistance in implementing the brand on the market: product recommendations and close cooperation with the Product Manager, preparation of the first packaging designs, preparation of selected graphic materials, including sales offer, e-commerce layout, visual guidelines for photo and video sessions.
- Coordination of the work of the team implementing the brand on the market, coordination of the work of external agencies and freelancers creating content materials for the brand, ongoing advice and assistance for other companies cooperating with the brand aimed at ensuring consistency of communication with the developed strategy.
Results
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Brand and communication strategy
As a result of the analyses and strategic work, we have developed a document that includes: brand DNA, brand story, slogan, distinguishing features, recommendations regarding the offer, team structure, implementation of brand communication at the time of premiere and the first year of operation on the Polish and foreign markets.
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Development of a go-to-market strategy
As part of the prepared brand strategy, in cooperation with the implementation team (sales, product, management), we developed a detailed go-to-market plan containing recommendations for the first products, price benchmarks, communication and promotional plan.
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Coordination of strategy implementation and brand launch
As part of our cooperation with the Allity brand, after completing strategic and branding work, we started permanent cooperation, within which we are responsible for coordinating the brand launch on the Polish and foreign markets. We take care of the cooperation of the in-house team and external agencies involved in the project.
