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Every successful brand strategy starts with a compelling idea that should produce real value for your organization and your audiences.

Your Essential Brand

There are a lot of different beliefs about brand and brand strategy. Here’s our take…

A brand is not a trademark, a mission statement, a logo or slogan, a product or service, or an advertisement.

A brand is a vehicle and a strategic point of view to create customer value beyond sound bites and images, a tool to create and sustain competitive advantage, an intangible asset that resides in our hearts and minds and is built through perceptions, promises and experiences.

You can learn much more by visiting our Brand Glossary.


Today’s Marketplace

Whether wellness marketing or hospital marketing, your market is overcrowded and noisy. Consumers have so many choices that it diminishes their ability to differentiate or choose what they truly value.

Brands help us choose. They shortcut the decision-making process by breaking through the clutter to help us make choices based on our perceptions and experiences. Which means that brands, not products or services, move mindshare and marketshare.

Many people assume that brand strategy is only affordable to larger organizations because of their size. But this is far from the truth, as every successful business, large or small, global or local, must have a brand strategy.  Which means a documented brand purpose, promise, personality, positioning, architecture and messaging – that aligns and guides business and marketing activities — and takes into account the consumer and competitive context.

To realize the full value of your brand, our Trajectory team can work with you to craft powerful brand strategies that put customers at the center, appeal to both hearts and minds and deliver tangible results. The right strategy reinforces your brand’s promise, boosts your brand equity and economic value, and drives real business performance.

Since 1999, Trajectory has created robust and winning brand strategies for organizations across the health and wellness landscape —skin care and beauty, spa and fitness, healthcare services and technology, physician groups, hospitals and health systems. Because our approach is grounded in fact and rooted in consumer and category reality, we ensure that each unique brand strategy will succeed for our clients.


Where Our Trajectory Team Can Help  

  • Revisit brand mission, vision and values
  • Create a new or refreshed positioning for organizations, services and products
  • Develop new organization, product and service names
  • Improve financial performance through brand architecture optimization
  • Streamline and strengthen messaging through brand message platform
  • Evaluate the equities and liabilities of both client and competing brands
  • Segment customer needs and value propositions
  • Align branded customer experiences and patient experiences with purchase and loyalty drivers

For more information, reach out to Dan Jovanovic.