Laying the groundwork
Whether you are launching a new business, product or service, or rebranding an existing one, clarity is key. Clarity creates interest, grabs attention, and calls for action.
Gaining that clarity requires insight into what truly drives your business. (And it's not your products and services!) We call it "finding your pivot point." Once you identify your pivot point, you can build your brand around it, create a following, and command a premium. Then life becomes more enjoyable. Then it’s smooth sailing. Your audience “gets it.” When you’re clear, so is everyone else. Suddenly you find yourself in a different space; no longer battling the competition, but leading your company in new and innovative directions. Once you identify the key stakeholders for your branding process and determine your project budget, it's time to dive in.
step 01 - gather
Collecting background info
The branding process begins with a meeting of the key stakeholders. This is where you tell us where you currently stand in the process. You may have already formulated some thoughts and ideas. You might have names that you love but can't use for various reasons (i.e. trademark conflict, the domain was taken, etc.) Or you may just be at a dead-end, wasting valuable staff time.
In this meeting, we discuss the recommended timelines and milestones. We look at your slide decks, creative briefs, business plans, and any other supporting documentation that would help explain and convey your marketing objectives.
At this point in the process, we're here to listen, gather information, and ask lots of questions.
step 06 - refine
Reviewing and refining
Oftentimes, in the discussion of the brand names the team will have their "ah-ha!" moment. Someone will share a new twist or insight that transforms a good name into a great one. Or one name sparks a train of thought that leads to other possibilities. That's the purpose of this process, to help find and define the essence of the brand. Once in a while, a name will pop right out, but most often, one or two of the names begin to rise to the top and make more sense with each discussion. The "story" behind the brand will begin to emerge and the name will gain traction.
step 08 - develop
Developing the marketing platform
We won't stop at a name, tagline, logo, and domain name, we'll work with you to develop a marketing "lexicon" or language set to further enhance and support your brand message. By developing a language set, you will be able to create a more meaningful and congruent brand message, one that highlights your core strengths. This gives your brand message more substance and makes it more engaging and believable.