Branding & Brand Development

Establishing a memorable brand is about more than a logo and a color palette. It’s about identifying your audience, and developing ads, logos and a voice that connects. 

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Our team are experts at developing new brands and breathing new life into existing brands. We help you identify the best strategy for reaching the right audiences through media and marketing channels.

Brand development requires thorough analysis your client demographic, understanding your customers’ wants and needs and creating a strategic plan for defining who your brand is. Brands don’t come to fruition overnight and require a lot of research, analysis and ongoing commitment to ensure your brand’s consistency.

Developing Your Brand Strategy

Your brand sits at the core of who you and your business are. A strong foundation of mission and values, understanding of your client demographic and the proper messaging, tone and placement will set your brand apart from the competition.

Four Key Brand Development Questions:

  1. Who Are You?
  2. Who Needs to Know?
  3. How Will They Find You?
  4. Why Should They Care?

We Work in Three Phases:

  1. Research to align your strategy with your business goals and objectives.
  2. Development of your branding assets that will work together in a cohesive way to communicate your brand, such as your logo, timeline and website.
  3. Strengthening your newly created or updated brand.

10-Step Brand Development Process:

  1. Define Business Goals & Strategy
    A strong understanding of your company and goals will help you grow your brand more easily. Who are you and who do you want to be? Your overall business strategy is the foundation and your brand is the vehicle for reaching your business goals.
  2. Identify Your Client Demographic
    The most successful companies have clearly defined their target clients. While it’s tempting to believe that your service or product should be marketed to everyone, you’ll see faster growth and higher profits by clearly defining a narrow target demographic.
  3. Understand Your Target Clients
    By thoroughly researching and understanding your target clients’ perspectives and priorities, you can anticipate their needs and craft your tone and message to resonate. Additionally, it helps you understand more about how your clients perceive your brand, why they buy from you and your marketplace weaknesses and strengths.
  4. Market Positioning
    In step three, you learn a lot about your companies strengths and weaknesses. Use these to your advantage to develop a positioning statement (about 3-5 sentences) that captures the essence of your brand position within the market, and why clients should work with you. It should be realistic, but should also be inspirational to drive future growth.
  5. Hone Your Message
    Divide your target audiences to create brand messaging that will address their specific concerns and resonate with each. Target audiences extend beyond your clients to potential employees, clients, partners and the community. While your core brand position will remain consistent across all audiences, each will be interested in unique aspects of it.
  6. Name, Logo & Tagline Development
    Your business name will often not need a change; however, there are times when it should. Your business name, logo and tagline are elements that support and symbolize your brand, but they are not your brand. Remember that everyone within your firm may not agree on the logo, but these elements are not for you… they are for your clients and should be assessed based on how well they work for your audience, not your employees and partners.
  7. Develop a Strong Content Marketing Strategy
    Content marketing is one of the best ways to increase confidence in your brand by setting you apart as the market leader. Developing a strong content marketing plan keeps you relevant to your audience, and helps strengthen your reputation and visibility.
  8. Develop Your Website
    A strong website with a consistent brand message will become the nucleus of your search engine optimization (SEO) efforts allowing you to find and communicate who you are to prospects and potential employees. Use the site to tell your story and generate leads.
  9. Build Your Marketing Collateral Toolkit
    From one-page sales sheets to describe the core services your company offers and markets you serve to e-brochures and “pitch decks.” Additionally, this very often includes videos: company overviews, product introductions, case studies and key employee introductions.
  10. Implement, Measure and Make Adjustments
    You may be surprised to learn that many companies go through the process of a brand development strategy session to never implement the strategy. So, make sure you don’t put off the final step in the process … Implementation.  Once implemented, make sure to track the success of the brand strategy and make adjustments as needed.

 

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Brands like Coca-Cola and Nike have perfected the art of building a brand. Our team is ready to help you do the same.

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