DON'T RELY ON SERVICE PROVIDERS WHO DON'T UNDERSTAND YOU...

There are 5 steps to defining the ultimate foundation for your brand. Using this tried and true structure, we build your brand one piece at a time, ensuring that your story maintains integrity and is impactful in the marketplace.

1. Substance

We start at the root and develop the brand core - the heart - to breathe life into it. During workshop sessions, we partner with founders and leadership to understand the essence of the business and the individuals steering the ship. As a result of the deep dive, we will determine why customers choose your brand (purpose), what the company stands for (values), and what the company hopes to achieve (vision & mission).

2. Personality

Next, we will decide on the brand's personality. The art of developing a personality is one of the most important, yet seemingly invisible parts of a brand. Do you want to be compassionate, or bold? Do you want to be quirky or educational? Regardless on what you decide, your customers will come to know you by your personality and anyone who comes across your brand will form opinions based on the brand's voice and archetype. Danger! Brands that change their personality philosophy too often are at risk of confusing customers and prospects or even unintentionally influencing them against you. Do not despair, as part of the process we deliver copywriting and style guidelines to help your team stay consistent and true to strategy.

3. Positioning

Understanding your targets is foundational to nearly any marketing effort. Also, having deep knowledge of your potential customers is a crucial step before developing any specific messaging to reach them. What are their demographics, what motivates them, and what are their daily challenges and lifelong dreams? Moreover, who are stakeholders, decision-makers, and influencers within the organizations you are pitching? That's a lot to work out. Don't worry, we will take on the heavy lift of personas mapping for you.

4. Messaging

Now we are ready to start weaving the story. This is arguably one of our favorite parts of the process because it's quite like completing a puzzle. We take all the information and decisions we've made thus far, and build a messaging framework that starts with an overall brand positioning statement and ends with core brand pillars that are used as the source for any marketing derivatives. This is also where we will develop an inspiring brand story. Not only will it resonate with your audience, but EVERY SINGLE WORD will be authentically yours. Working with leadership, we ensure they are armed with the tools to tell the brand story to all.

5. Visual Identity

Finally, we arrived at the place where you thought that we would begin! It's not that we don't believe it's important, but rather we believe that all the other pieces of the brand are helpful when developing a visual identity. From logos and imagery to fonts and colors, it's no secret that appearance can help or hurt a brand. While our secret sauce lies in strategy and words, we partner with exceptional organizations that can deliver first-class designs that will impress your audience.*

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