Expertise
Brand Architecture
The Voyager Brand Model begins by establishing guidelines that form the foundation of an exceptional customer experience.
The model
The Voyager brand model
Developing an adventure your customers will want to experience.
The Voyager Brand Model treats the customer experience, B2C or B2B, as a human to human (H2H) experience. Each person, acting for themselves or for an organization, has different needs and wants. Our goal is to serve as a guide as they cross the brand landscape and help them navigate the paths and options open to them.
The model is a guide we tailor for each person or group that engages with your brand. We use a set of exercises and approaches to build a model driven by data and purpose.
Eight layers
From summit to base
- 01
Brand Purpose
The difference an organization is trying to make in the world. Its fundamental reason for being.
- 02
Brand Values
The fundamental beliefs of an organization. The cultural glue that holds it together.
- 03
Business Imperatives
Business objectives, strategies, and goals, defined both rationally and emotionally.
- 04
Brand Position
A differentiated customer benefit, delivered to the target. It should relate to the customer on both rational and emotional levels.
- 05
Reasons to Believe
Proof points that back up the customer benefit, driven by product offering and data.
- 06
Brand Archetype
Collectively inherited, unconscious ideas, patterns of thought, and representations present in every individual psyche.
- 07
Human Brand Experience
The human characteristics that define the brand's interactions. How people feel when they engage with the organization in a personal, memorable way.
- 08
Campaign and Message Platform
The territories, ideas, themes, and activation treatments that empower customers to buy and engage. They place the company in an area that is defensible and ownable.
Work
Selected work
Brand architecture in practice: purpose, position, and platform.
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