Brand development isn't a single project. It's a continuing process, and it's the lifeblood of your business. It's impossible to attract great customers and great talent unless your brand strongly resonates with them. Your choice isn't between having branding and not having branding, it's between effective, memorable branding and a poor and muddled one.
That means you can either ignore your brand and let the chips fall where they may, or you can be proactive and craft a brand that meshes with your strategy and your identity.
Your brand isn't just a logo or a color scheme – it's a core ethos that translates into the way you do business. A weak brand means a weak sales process and an inability to communicate exactly what makes your business unique. It also means that individual people inside your company will fill in the blanks and describe what they think the brand is: and you'll be hurt by the lack of a unified message.
We can help. We tackle brand analysis with a ground-up analysis of what the brand means to the people inside the company. We start at the top and work our way down, asking leaders and loyal workers what the brand means to them, what the values of the company are and what they'd like them to be. We also get insights from clients on these same elements. The discrepancies can sometimes be surprising, but this isn't just done to amuse ourselves. It sets the pace as we plan your future.
A brand is more than a promotional tool – it's a promise to deliver. Once we understand what the brand is, we work to craft it's personality and promise into a message that everyone can appreciate and, just as importantly, act upon.
When the brand was first invented, products in the market were indistinguishable, and the brand stood for something – a consistent marker of quality. When it lived up to expectations, it created trust that led to repeat business. Does your business engender more or less trust than your competitors? It's impossible to measure what you can't manage. That's why we make a concerted effort to improve your brand's position in the market. We then continually monitor your brand's performance over time.
We have a regular process that revisits the brand and makes changes that reflect your growth. We can also look for people and ideas that make you stronger.
It takes outside-the-box thinking to create a strong brand, and strong discipline to stick with it. But the benefits are real. When you know what you stand for, it frees you up from a race to the bottom against increasingly desperate competition and allows you to sell based on your value instead of just on price.
Branding is a driving force in your business, and something you can point to as a filter for all of your most crucial business decisions from marketing to hiring to strategic partnerships. And we’re one of the companies that has turned branding into a tangible, results oriented science. If you have the experience to know how valuable a strong brand is, we have the experience to help.