A great brand begins with your great idea. Your brand starts with an innovative and remarkable product or service built on a standard of quality that solves your customer’s problems. A brand can lend status, enhance an experience or make the price feel right. Your idea’s branding must connect with your customers on a personal level. You must know who they are, what makes them tick and how to best deliver your idea to them. It takes thought, research, analysis, and investigation to answer the four questions every brand must answer: Who are you? Who needs to know? How will they find you? Why should they care?
Our brand strategy and process address the four growth-driven development phases for marketing and sales effectiveness:
Brand Development Interview Guide
Building or discovering your brand starts by asking your customers the right questions. In this guide, we give you a framework that helps you interview your stakeholders and customers to uncover what they think of your brand so that you can create your buyer persona.
Our brand strategy development process was built on 30+ years of combined experience with over 20 branding assignments and 100+ branding projects working with start-ups, entrepreneurs, small businesses, large corporations and marketing teams just like yours.
We build strong brand foundations through our growth-driven brand development process—that aligns the customer and employee experience with brand perception to create authentic human connections. We then empower those connections through digital and cost-effective inbound marketing, influencer marketing, and customer service methods to achieve your business and sales goals.
- Industry trends and opportunities
- Competitor analysis
- Customer insights and expectations
- Communication audit
- Stakeholder and brand alignment
- Business strategy and goal setting
- Mission, vision and purpose (the why behind the what)
- Value proposition
- Go-to-market planning
- 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Our identity is outdated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 stakeholders and employees lack direction, meaning, and purpose
- Attract talent
We are not attracting the right people
The truth is we live in a branded world. Whether you choose to brand or not—good or bad—a brand exists (or eventually will) that represents your company’s people, products and/or services. 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
- Attract talented employees
1. Clear Goals
Most businesses do not know where to start when it comes to growth—and if they do, their goals are not SMART (specific, measurable, attainable, realistic or timely). Our process will help you clearly define your goals and move your business towards the objectives that directly impact your bottom line.
2. Clear Messaging
Products and services that can communicate clearly—will be more successful—even if their competitors have a better product. Our process will help you clearly communicate your brand’s message and how it solves your customer’s problems.
An amazing thing happens during our process, you are forced to think about your business in new ways that fosters innovation. The brand strategy is then interpreted and dramatized into a world-class creative platform (logo, website, collateral, packaging etc.).
4. Grow Well
To compete in today’s ultra-competitive marketplace your brand must cut through the clutter. And it must also keep the customers you have and turn those customers into promoters through great customer service. Our process will help you grow well.