| Brand Planning |
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| Take “know” out of knowledge and where do you stand? Precariously on a ledge. Precisely why we immerse ourselves in your business—before we initiate integrated campaigns, product launches, multimedia or collateral pieces. If you have a brand strategy in place, we’ll feverishly build upon it. Reinforce it. And defend it. If, however, you’ve not yet given wings to your brand, fear not. We know this path. We'll work with you to determine how to build the best brand strategy moving forward. |
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| A brand is not created just by placing an ad. Brands are driven by the perception of your product within the consumer’s mind. Brands portray a promise to the user. The experience the user has with the product or brand must match the promise for the perception to become reality. Your brand needs to reside in every action taken by every employee. If the brand experience is different than the brand promise, your business could be at risk. If the experience is the same as—or exceeds—the promise, your customer retention numbers should be on the rise. |
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| There are a number of very important actions that must occur before brand success can be achieved. We begin by examining your brand internally and externally. |
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| Brand architecture development |
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Product/Service/Brand features |
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Product/Service/Brand functional benefits |
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Product/Service/Brand emotional benefits |
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User values |
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Brand personality |
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| Value proposition development |
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| Brand guidelines development |
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Copy tone and feel |
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Imagery guidelines |
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Color palette |
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Font recommendations |
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Layout grids |
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| Internal Branding |
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| If your employees don’t understand the essence of the brand, they won’t be able to articulate it or effectively provide the desired experience. Translated: your would-be repeat customers may not be coming back. Brand training turns your employees into stakeholders. It empowers them to understand and evaluate how their area impacts the product or brand and ultimately the customer. They become brand stewards—a disciplined team fully engaged in developing action plans to ensure your customers have the brand experience they expect. The result? You retain more of your customer base. |
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| Services include: |
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| Brand training development |
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Brand essence video |
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Training manual |
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Training presentation |
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New employee orientation plan |
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Ongoing updates/Meeting plan |
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| External Branding |
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| Disorder and branding don’t play well together. Even with a superior product. Short of delivering on the brand promise, you’ll eventually take it on the chin. Not many products survive bad service or experiences. Ask five people about their best or worst brand experience. Most likely, a product’s attributes won’t even enter into the conversation. More often, you will hear about a bad experience and the claim, “I’ll never go there again and I’m telling all of my friends!” Statistically, the number of “friends” generally turns out to be about 16 people. Now, extrapolate that number. Imagine the exponential negative ripple effect through the masses. Why? Because most companies aren’t living the brand from the top down. In the end, all businesses face one of three fates: success, acquisition, or death. To avoid death like the plague—build your brand, build your brand, build your brand. |
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| Brand execution planning |
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Launch plan |
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Leadership implementation |
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Customer touchpoint review and outline |
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Individual area brand plans |
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