Name + logo + voice + colors + typography. But what emerges—when done right and built to last—is so much greater than the sum of its parts. True, differentiation and recognizability are among the most visible assets of a brand but the best brands don’t simply chaperone a consumer through the funnel and towards the “Buy Now” button. They foster brand love and a loyalty that’s felt throughout the industry and beyond.
It all starts with research. A smart brand rests not with preferences or gut instincts of executives or creatives. It centers the ethos of the consumer. Here’s how we uncover it:
+ Customer/Employee Surveys
+ Market Insights (Owned/Created)
+ Social Listening
+ Executive Interviews
+ Stakeholder Interviews
+ Competitive Analysis
+ Existing Brand Materials
+ Past Proposal/Presentation Materials
+ SWOT Analysis
The foundational layer to a successful brand is writing. And lots of it.
This is your positioning statement. The first thing a potential brand advocate wants to know is how you see the world. They want to understand the lens through which you view it. A brand simply can’t be neutral.
These are defining, values-driven pillars of your brand. They fortify the brand positioning statement and are less about what your organization sells, creates, promotes as much as it’s about the “why.” This helps us uncover and talk about the reasons your team gets out of bed in the morning. It also begins to establish vocabulary usage, sentence structure, and rhythm.
This is a piece of writing that’s separate from your target audience. Here, we use analogy as a device for illustrating the positioning statement and attributes of your brand. This is crafted specifically to help future brand writers and creatives “get into character” when they create new branded materials for you.
This is where we sharply define who’s coming with us on your brand journey. Less about demographics and psychographics, we use this element to pinpoint the perspective and lens of your audience so we know how to appeal to them emotionally.