Branding Process

Using a discovery session, stakeholder interviews, and other forms of research, we start by examining your business, your goals, your industry landscape, and the primary components of your current brand experience. By understanding how your brand is currently positioned, and knowing how it’s perceived by audiences, we set a solid foundation to begin redefining your brand.

Equipped with an in-depth understanding of your business, brand, and audiences, we build your new strategic brand platform. This platform provides essential marketing guidance through personas and key messaging themes, but it also provides larger strategic direction by defining and articulating who you are, what you believe, what you value, and why you do what you do as an organization.

Once we’ve provided a clear strategic framework to guide decision making, the various elements of your brand come together. In some instances, this begins with naming and architecture. Whether you’re in need of a new name for your business, product, or service, or you’re trying to clarify complex brand relationships, we’ll develop recommendations and help guide the review process to ensure viability.

With the foundational components all in place, we shift our focus onto the visual representation of your brand. How will it look and feel? How will it be executed across touchpoints? Our team thrives when seeking creative solutions that bring brands to life. But, to us, the best identities are also consistent and sustainable, so we provide practical guidelines to help our clients carry their brand forward.

Launching a brand requires a substantial amount of planning and execution. We collaborate with our clients to develop a thorough list of action items to ensure the updated brand is properly represented across touchpoints. In some cases we also work with our clients to develop a launch campaign designed to introduce the new brand to internal and external audiences before shifting into stewardship mode.