Brand & strategy

Transforming businesses through strategic insight

We transform business goals into success through brand and marketing strategy with a uniquely commercial focus. Our strategic approach drives business growth, supports sales, motivates teams and unleashes motivating creative work that makes great things happen. We love what we do and we’re committed to building mutually rewarding client partnerships.

Frontline staff training

Anyone who has experienced poor customer service knows the impact that poor training of frontline staff can make. It’s essential that customers enjoy the same brand experience face-to-face that they do with your marketing. Our bespoke staff training courses combine the theory of how the brand is defined, with practical exercises exploring behaviour and language that dramatise its essence. Give your staff the understanding and confidence to deliver a brand experience that’s both authentic and effective.

Brand proposition

A successful brand proposition is a promise to your customers that encourages them to connect with you. It’s the promise of what makes you different and better. It must be engaging, relevant, understandable and, above all, consistently delivered. Mobas’ brand strategy specialists will work with you to identify how your business stands above its competitors and how this can be communicated. We’ll bring the brand to life, capturing insight from your customers and motivating your teams to achieve great things.

Brand strategy

Creating a successful brand that will stand the test of time and secure your market positioning requires a lot more than a well-designed logo. It needs a carefully considered and developed brand strategy: a reason for being which sits at the centre of your brand and from which you create experiences and messages that resonate with your audiences. We combine a thorough understanding of your marketplace and your business with our expertise to know when to challenge and to question, and remain focused on problem-solving and inspiring positive change.

Brand voice

The age of social means that the written word is king – it’s often the first point of contact that prospects have with you. A brand must have consistency in every message across every touchpoint, for every audience. That’s why defining and detailing your brand voice (language) is an important element of our offering. Through workshops with key stakeholders to shape the written personality of the brand, and providing the tools to ensure it’s consistently expressed across written and spoken channels, we can give your brand an authentic and trustworthy voice that will help you connect with more clients.

Campaign strategy

Whether it’s launching a new offering or bringing life to established brands, we create campaign strategies tailored to your target audiences and business objectives and that make your budget work hard. Once the campaign strategy is determined, we design and deploy creative concepts that bring it to life. Always focused on delivering ROI against objectives, for each campaign strategy we work with our clients to determine relevant key success factors and metrics, developing long-term relationships through which we monitor and build upon success.

Employee engagement and internal communications

Staff who are truly engaged with their workplace are proven to be happier in their jobs and more productive. What’s more, increased employee engagement has real impact on both turnover and profit levels. Your company’s internal culture is crucial to achieving it, so taking steps to shape and adapt that culture is key. We can help by developing tailored programmes to improve employee engagement and communication that deliver tangible change and success.

Go-to-market strategy

According to Nielsen, over 85% of new consumer packaged goods fail at launch, leading to damaged brands, bruised egos and balance sheet losses. At Mobas, we immerse ourselves in your business objectives, and test and explore the concept with target markets and key stakeholders, with an added layer of insight from our brand and strategy team. Our plans take the risk out of service launches, enabling partners to act with confidence and to face and overcome the challenges that innovation can bring.

Embedded marketing support

Upweighting your strategic marketing capabilities without adding to head count or overhead is a challenge. Mobas’ team of marketing strategists can join a client team on a part-time basis, driving change from the inside. Whether a specific corporate objective needs additional support, or the function of the marketing team requires refinement, our team members embed themselves fully to lend their skills and experience to your goals.

Marcomms strategy

With more marketing channels and touchpoints than ever before, and the evolution of traditional customer segmentation, choosing the right mix of channels and setting the right level of budget is more complex than ever. We’re skilled at creating successful and impactful marcomms strategies, tailored to each business offering and objective. We provide our clients with integrated strategies that are compelling and achievable.

Market scoping

At Mobas we understand that market need drives brand development and, while we might not have all the answers, we do know how to ask the questions. We combine in-depth discovery with potential customers and stakeholders, and more general insight into the marketplace, the areas where current competitors and brands fall short, and the trends that are driving future market growth. We take the guesswork out of targeting new sectors and launching new campaigns and initiatives, to deliver greater assurances around all-important ROI.

Planning workshops

Even the strongest marketing team can benefit from support with planning, and you can count on us to help you through the process. We run focused workshops with a flexible approach that means they can be pulled together quickly to address specific tactical issues, or shaped in close liaison with the client team to meet strategic needs. Whether it’s just a workshop, or it leads to us developing a full plan, our approach ensures that robust planning sets solid foundations.

Stakeholder research

We believe that the brand-owner’s view is only part of the picture, and to get true visibility you also need to consider how the brand, product or service is viewed from the outside: by customers, staff, stakeholders, opinion-formers and even rejectors. That’s why stakeholder research forms a vital part of many of Mobas’ strategic projects. It brings the consumer’s voice directly into the decision-making process, enabling us all to connect with them and create the best possible outcomes.

Business modelling

When transforming a business, acquiring a full understanding of the dynamics of the existing business can enable informed decisions to be made. This can increase the chance of achieving the business’s goals. The insight gained can be used to determine the likely impact on performance of any decisions, before they are executed. Anticipated performance can then be evaluated against the business’s goals and the decisions and /or goals refined if necessary. Performing this exercise before valuable resources are committed reduces risk.