THE [VIRE]Brand™
The VireBrand™
BRANDING FOR THE DIGITAL AGE.
A BRAND IS NO LONGER A STATIC IDENTITY, COMMUNICATING TO A PASSIVE AUDIENCE. A BRAND IS THE LIVING, BREATHING EMBODIMENT OF YOUR BUSINESS – AN EXPERIENCE CONSUMED BY AN ACTIVE ENGAGED AUDIENCE. IT IS THE POWERFUL FORCE THAT SHAPES YOUR REPUTATION AND DEFINES WHO YOU ARE AND WHAT YOU OFFER.
WHILE A BRAND DELIVERS AN IMMEDIATE IMPRESSION OF A COMPANY, A [VIRE]BRAND™ IS THE CULMINATION OF THE THOUGHTS, PERCEPTIONS AND FEELINGS ASSOCIATED WITH YOUR COMPANY OVER TIME. IT CONVEYS YOUR BRAND’S VISION, VOICE, AND VALUES THROUGH EACH CUSTOMER TOUCH POINT. A [VIRE]BRAND™ CONTINUALLY EVOLVES, COLLECTING CUSTOMER FEEDBACK, ADAPTING, AND INNOVATING WITH CHANGES IN TECHNOLOGY AND CONSUMER BEHAVIOR.
The [VIRE]Brand™ CONSTRUCT
CREATING AN ENGAGING BRAND EXPERIENCE.
The [VIRE]BRAND™ CONSTRUCT
A [VIRE]Brand™ IS COMPRISED OF THREE COMPONENTS – RATIONAL, EMOTIONAL, AND CULTURAL. THESE 3 COMPONENTS COMMUNICATE THE VALUES, STORY, AND PHILOSOPHY OF THE COMPANY IT REPRESENTS TO ITS TARGETED AUDIENCE.
RATIONAL
THE RATIONAL COMPONENT CONVEYS TO THE CONSUMER THAT THIS PRODUCT WILL MEET THEIR NEEDS. THIS IS THE TANGIBLE, MATERIAL ELEMENTS OF THE PRODUCTS AND SERVICES, THE COMPANY’S APPROACH, AND THE INTEGRITY OF DELIVERY. THIS IS THE REALM OF THE LOGICAL, WITH A FOCUS ON THE FUNCTIONAL BENEFITS OF THE PRODUCTS OFFERED – FEATURES, PRICE, AND UTILITY.
EMOTIONAL
THE EMOTIONAL COMPONENT DETERMINES WHICH BRAND THE CUSTOMER WILL CHOOSE. THIS COMPONENT IS DESIGNED TO CONNECT WITH THE CONSUMER’S EMOTIONS, MOTIVATING THEM TO BUY WHILE CREATING LOYALTY TO THE BRAND. THIS IS THE REALM OF FEELINGS, SENSORY EXPERIENCES, AND PERCEPTIONS OF VALUE, WITH IMAGERY OR DESCRIPTIONS THAT ARE ENGAGING, INTIMATE, PLEASURABLE, AND GRATIFYING.
CULTURAL
THE CULTURAL COMPONENT IS THE TAILORING OF THE BRAND TO THE LANGUAGE, VALUES, AND STYLE OF THE AUDIENCE THAT IT IS TARGETING. TO BE INFLUENTIAL AND INSPIRE ACTION, THE BRAND MUST SPEAK THE SAME LANGUAGE AS THE COMMUNITY AND SHARE THE SAME BELIEFS AS THE AUDIENCE IT TARGETS.
