Brand Strategy
There is nothing more fundamental to your marketing efforts than an effective brand strategy. Defining your competitive differentiation in your authentic voice is the only sustainable path to long-term success because your audiences need a short-hand to understanding why they should choose you.
How Brand Strategy Works
01.
Brand Discovery
Discovery is a 2-4 hour deep dive with your "brain trust" to learn what you do, why you do it, and why anyone should care. Even companies with a strong vision will benefit from this brand interrogation by closely examining what you and the rest of your team believes about your brand.
02.
Brand Analysis
From Discovery, I'll expand my insights by speaking to members of your team, current or former customers, investors and other partners to get a more well-rounded view of your brand. Laying these internal and external viewpoints out to analyze is often the first time my clients have ever pressure-tested if what they think about their brand is resonating with audiences.
03.
Brand Strategy
Brand Strategy includes everything from your Brand Keywords (the ideas and emotions pertinent to your brand) to your Unique Selling Propositions (what makes you truly different) to your Brand Essence (your WHY). This strategy document will set the course for your brand marketing for the foreseeable future.
04.
Brand Expression
Brand Strategy will impact every marketing and communication, from messaging to design, and Brand Expression is the launch point. Beginning with mood boards and brand messaging, we will "express" this new brand visually to better articulate how your new brand shows up in the world.