Your brand is the sum of everything your customers experience and feel about your company. It’s beyond the surface components like the logo. Thorough knowledge of your brand is essential to everything. From company procedures and products to your advertising and marketing, everything contributes to your brand.
Your brand is more than a logo.
We use a simple process to help you discover and communicate your company’s authentic brand. We’ll help you reveal what’s at the core of that emotional connection you share with your customers. And we’ll help you live the brand. Whether you need a complete rebrand or just a logo update, we’ll work with you to establish a process and a plan that addresses your company’s unique challenges.
How we work
Discovery and Strategy
The first step is rediscovering and articulating what is authentic about your company. What’s the core of your unique emotional connections to your customers? We use several tools to accomplish this, including:
- Online Focus Groups – a unique, anonymous process for gathering vital emotional intelligence from staff, volunteers, customers, and potential customers. This is honest, unfiltered data you simply can’t get from traditional surveys or focus groups.
- Immersion – Our team spends a day or two on location recording video interviews with key staff and volunteers and gathering information to help understand what is truly unique about your company, and allow everyone to be heard.
- Brand Audit & Market Research – This is a comprehensive review of all existing materials and website data, and strategy/planning materials, as well as demographic, market, customer behaviors, and competition research. We’ll make the most of the data you already have and can access, and use this to develop a deep understanding of your existing strategies and decisions.
- Presentation of Results and Recommendations – We’ll return to present our findings and recommendations, answer questions, and facilitate decision-making about the next steps.
After the discovery and strategy phase, everyone should know your brand and how it’s defined. There should also be an agreement on values, audiences, emotional messages, and short and long-term strategies. Now it’s time to make the brand come alive and generate growth with world-class creativity. The various options depend on your needs, but could include:
- Renaming Options – If renaming is on the table, we’ll help you explore and understand the options and make the best decisions. Depending on your needs, we could survey staff, volunteers, and customers, and hold a name contest or vote to make sure every stakeholder has a voice. We can also generate name options, perform initial market research, facilitate decision-making, and arrange trademark searches.
- Brand components – based on your needs, we can assist with all the elements to support your brand, such as:
- Logo/Identity, Brand Colors, Typography
- Website & Marketing Materials
- Brand Manual
- Articulating your brand and values through taglines, brand phrases, standards, etc.
- Brochures and Collateral Templates
- Marketing & Social Media Templates
- Signage & Branch Materials
- Card Design
- Brand Launch Campaign