Who are you really?
For many companies with established, legacy brands, the need for rebranding centers more on messaging than on naming. It really comes down to a question of where to focus. Typically these companies have undergone substantial growth, made new acquisitions, added new product lines, and expanded their service offerings. Amid all this activity, the “tip of the spear” becomes dull. What we refer to as the company’s “pivot point” becomes rounded and needs sharpening.
If you are in need of a brand clarification strategy, you’ve probably asked yourself one or more of these questions:
- What are we at our core, what is our essential reason for being?
- Are we occupying a unique position in our market?
- Do we need an internal and external communications strategy?
- Is our brand voice right for our desired audience?
- Does our brand architecture make sense?
- If we add a product to our existing portfolio, what do we name it?
- Do we have rules in place for product portfolio expansion?
“Just as there is a need for clarity in identity, there’s a need for clarity in purpose.”
This need to define a company’s reason for being, its core value proposition, is what drives our brand strategy work. Just as there is a need for clarity in identity, there’s a need for clarity in purpose. And defining, prioritizing, and highlighting a company’s key attributes can serve to focus and motivate the entire organization. Finding the right position, message or architecture is pivotal in establishing a clear and brilliant brand.
What we'll deliver
Verbal Strategy Development
Brand Architecture Audit
Brand Architecture Consolidation
Brand Architecture Creation
Brand Architecture Guidelines
Discovering you position
If every business has a proverbial piece of the puzzle, what is your piece? In other words, if others do what you do, how do you do it differently? Or better? Or faster? Or smarter? Determining your unique organizational strengths serves to simplify, streamline and highlight your brand messaging.
Finding the missing piece
Our brand positioning services will help to sort out all the various messaging components in your organization. After identifying your position, we'll carefully review, synthesize and prioritize your messaging into one cohesive communication strategy. Our process helps you examine your what, how and why to better reflect your core capabilities. Your staff can then consistently perform in a way that's on message, on point and on brand.
Here's what's included in our brand positioning and messaging services:
- Identification of company brand attributes
- Discussion of unique selling proposition or “pivot point”
- Analysis of competitive positioning in the industry
- Defining available white space for maximum differentiation
- Creation of three to four brand “positionings” based on inputs