Branding & Design

Branding and positioning are at every companies core. The right message—whether you just received funding or are preparing for an exit—dictates to your market, customers, employees and investors what you stand for and why you do what you do. It’s the foundation for how you create competitive differentiation, find the white space in your category, and dominate it.

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Branding

Why is branding so important?

Replace brand with reputation and you understand that importance and value behind building your company’s brand. A strong brand helps your customers recognize your products and services.

Strong brands have many different aspects from the customer care, style, and uniform of your team, to marketing and sales materials and advertising strategies.

Why is a brand identity necessary?

As the embodiment of almost everything your business is and does, a brand identity can inspire customers and increase a sense of loyalty for your brand. Brand identity, therefore, is crucial to your business’s future and being easily recognizable, and distinguishable.

So, if your brand is more than just its logo, how can you replicate what brands like Coca-Cola have done and instill other unique elements into your business’s identity?

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Building a Brand Identity

The steps a company should take to build a strong, cohesive, and a consistent brand strategy will dictate the brand recall to customers and audiences. Our analysis can help elevate your brand loyalty and ensure your target market is building enough positive impression to your consumers minds.

This is more than brand colors, logo design, and any prototype created. This requires a strong vision statement, understanding the emotional connection you want people perceive and what type of customer experience and customer loyalty looks like to your brand.

Identifying your brands customers by conducting surveys, convening focus groups, and holding one-on-one interviews can help a company identify its consumer group. But that old way of doing things can take a lot of time and you need something now. Creating your mission statement, visual identity, and brand personality, will get you moving towards producing strong brand content and building your business across social media posts, emails, podcasts, etc.

Brand Identity & Value

Building a brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall message and business goals. It can include a companies name, logo, and design elements; its style and the tone of its copy; the look and composition of its products and of course its social media presence.

When you’ve combined a narrative that is both practical and creative with your brands core elements, you have created a distinctive brand identity that will endure.

Credibility and Trust

Having a brand identity doesn’t just make your product more memorable; it makes your brand more authoritative in the marketplace. A brand that established a face, and maintains that face consistently over time, develops credibility among is competitors and trust among its customers.

You build trust by sharing posts that are consistent to your brand, showcasing your brand values, and always building upon the loyalty of its customers.

Brand Discovery

Discovery answers the brand’s core business questions. To effectively comprehend the heart of the brand, discovery reveals your brands strengths and weaknesses. It defines what customers value most in your offering and why.

The intent is to gain insights into the competitive landscape and market, based on consumer motivations.

Brand Strategy

Strategy aligns every aspect of the brand offering within a single actionable plan to define objectives and achieve goals. To effectively shape perception and articulate the brand’s position, the strategic plan navigates existing and potential competitive threats; maximizing strengths and opportunities.

Brand strategy is successful when it connects the brand experience to the emotional needs of an engaged and loyal customer. This connection establishes brand preference and then, builds brand equity.

Brand Identity

Identity is the outward representation of the brand as it is recognized in the market — specifically, the distinguishing verbal and visual elements and messages that appeal to the customer. From the brand name, to the logo, typography, tagline and tone, brand identity synthesizes the discernible components of the brand offering to present a recognizable image in the mind of the consumer. It presents the brand’s singular promise.

Brand identity provides an organization with a distinct position relative to the competition and communicates a clear, consistent brand message. It also establishes the brand’s reputation among both internal stakeholders and external audiences.

Brand Management

Brand Management is the continued analysis and execution of all techniques utilized to maximize the value of the brand over time. Guided by the strategic objectives of the organization and informed by the perceived quality of the customer journey, the Brand Management process measures and adjusts strategies, resources and metrics.

Brand Management entails sustained refinement as the brand and its customers evolve, as brand influence grows, and as competition enters (and exits) the market.