THE SCIENCE OF BRANDING
It wasn't all that long ago when it wasn't called "branding." Terms like "corporate identity," and "visual impact" were used to describe the look and feel of your company as well as your products and services. But over the past three decades, branding has developed into a science that serves as a vital part of the success of your business. It encompasses everything from logo design, product placement, initial impressions, positioning, messaging, and psychology., and it is so important not to incorporate all aspects of branding into the marketing strategy for your company or organization.
Brand development and strategy is one of our strongest areas of expertise. We've been developing corporate identities for more than 30 years. We know how to make you look good and how to get results. Let us help develop the brand that will bring you the kinds of results you've been hoping for.
Brand Identity: Name, Logo Design, & Tagline
You know who you are. Your name, the way you dress, your personality are all defining elements of who you are. It's the same with your business or organization. Of course, the name is arguably the most important component. That's what you want people to remember. But the way you communicate your company name is equally as important. The logo must convey the personality of your business and how it is perceived by the public. And the tagline is the finishing touch on how you are seen among your competitors and within the community. But how do you know if you are presenting the right image to the public with which you will be interacting? Does your logo adequately represent the kind of business you want to build? We'll do a complete analysis of your business model and existing logo and how it is perceived by the market you serve. We'll also help you create the overall image that best communicates your message and tells the world exactly what your company is all about.
Messaging & Storytelling
We love stories. Since our earliest days when we were first discovering the world around us, we loved storytime. Stories painted a picture in our minds and helped determine how we see the world. Even as adults, we still communicate through stories. That's why storytelling is one of the most effective communication tools to promote your company. It needs to be an integral part of your overall messaging effort. But it's more than just telling the story. It's how you tell the story and the various platforms and channels you use to reach the right audience. We'll help you find your best voice and the best platform with which to use that voice---and make sure it is heard.. And we'll help you say what needs to be said in a way that will elicit positive responses from your target audience.
Brand Positioning
Where does your product fall in comparison to your competition? Are you in the position you want to be? Think of all the different products we use---the ones we are loyal to for one reason or another. We may come to like some products because they are the least expensive, but they still get the job done. Or because it works better than any other product we may have tried. Or because we know that a portion of what we spend is being donated to a certain charity. These are all reasons why we choose one product over that of a competitor. Do you want to be thought of as the least expensive? Or the most reliable? Or the one that helps to save the planet? We'll develop a strategy to secure the right position for your company or product, identify how it relates to your direct competitors and how to gain the advantage over your competition.
Equity, Experience, & Differentiation
What is the value of your brand? That is brand equity. It may include tangible financial value such as market share and revenue as well as intangible aspects such as strategic benefits of the brand. Brand experience, as the name implies, is a combination of everything that a customer goes through while purchasing and using that brand. And brand differentiation is how a brand stands out in the crowd---what differentiates you from your competition. All of these elements are integral parts of the overall brand strategy, and we'll help you define each area and show you how to incorporate all of them into your branding plan.