In a post-consumer environment we have 10 to 20 of everything. Today, companies must stand for something to influence choice. Our brand development approach seeks to uncover what makes your brand unique, relevant and worth considering. It answers the questions: Who are you? Who needs to know? How will they find out? Why should they care?
A brand is the collection of feelings, thoughts, emotions and experiences (negative or positive) one person has about your product, service or company. Valuations of the top companies in the world suggest that close to thirty to seventy percent of the company’s value (all assets included) account for brand equity. A strong focused brand makes it easier for the customer to buy and makes it easier for the sales force to sell. It is this premise that makes brand development an important central aspect of starting and growing a business.
Starting a new company
I’m a start-up and need a logo, business card and website
Name change
Our name no longer fits who we are
Revitalize a brand
Our identity does not represent us any longer
Revitalize a brand identity
Our identity is outdated
Create an integrated system
Our visual materials do not look the same
When companies merge
We need a new brand to represent the new company
When internal teams lack clarity
Our employees lack direction, meaning and purpose
The truth is we live in a branded world. Whether you choose to brand or not, a brand exists that represents your company’s products and/or services – good or bad. Below is a list of why top companies invest in brand development.
• Make it easier for the customer to buy
• Make it easier for the sales team to sell
• Brand clarity and delivery spurs employee motivation
• Increase the value of your company over time
• Brand definition brings clarity to your business goals and direction
• A well developed brand works for you 24/7
• The brand development exercise creates innovation
• Saves money on future design and advertising costs
• A strong brand creates preference which equals profit
Brand development is the process of taking your business strategy and discovering what makes it unique and distinct.
Our best-practices process is designed to “dig” for the “claim of distinction” that can be developed into a comprehensive plan that outlines the customer value proposition, positioning statement and brand attributes (personality, promise, mission etc.).
Below is a brief description and outline we take to uncover your business’ brand essence:
1. Prepare, Survey and Goal Setting
Your input will lay the foundation on which the success of the brand is built. We seek to understand your goals, culture, competitors, ask questions about your internal initiatives and external marketing objectives and other insights to understand where you are now and where you want to go.
2. Discovery and Development
The second step is the discovery and development of the brand strategy. Here we gather all of what we have learned in Step 1 and divide our information into a comprehensive plan that details the brand’s 20 key points of communication. If more information is required, secondary research is conducted.
3. Create and Execute
The brand strategy is then interpreted and dramatized into a creative platform. Upon approval of the creative platform the brand concept is then executed across designated media touch points that may include: logos, websites, newsletters, stationery, emails, intranets, posters, direct mail, demos, collateral, advertisements, packaging etc.
4. Internal Alignment, Adoption and Delivery
Brand adoption and alignment can only be accomplished by your organizations key stakeholders and employees. Adoption starts from the top down. To be successful the process must include the involvement of the company’s leadership to ensure a successful rollout. We help you designate the brand steward(s) within your company and implement the tools necessary to equip your employees to accurately deliver the brand to your customers.
We innovate the creative strategies and ideas that cut through marketplace clutter. To learn more about our processes and approach contact us or call 303.847.4981.
