OUR BRAND DEVELOPMENT APPROACH
We are more than a brand development team; we are a brand implementation team. Our work focuses on a comprehensive, data-driven process that is customized to meet your unique needs. And because we understand the value of a lasting brand, our process emphasizes sustainability and ownership.
The objective of developing a brand identity is threefold:
- To identify specific differentiating aspects and establish a competitive positioning strategy
- To capitalize on this differentiation by presenting the most compelling identity possible
- To ensure consistency and congruency across all communications channels
Our framework offers flexibility while ensuring the greatest opportunity for stakeholder input, organizational buy-in, and differentiation:
- Research and Analysis
- Positioning and Marketing Planning
- Creative Development and Testing
This process creates a consensus-based foundation that will allow your organization to improve its efficiency and effectiveness, and deliver an authentic and sustainable brand.
A strategic and consistent visual expression of a brand has considerable influence on the way in which your institution is perceived in the marketplace.
As consumers, we make judgements every day about products and services. Ultimately, these decisions boil down to a single factor: trust. Branding is the process of distilling the essential attributes that differentiate your brand in the marketplace.
Brands are built from the inside out based on core values, differentiating attributes, and a shared vision of excellence.
Thus, creating a differentiating brand identity requires much more than the consistent use of a logo. It involves aligning the organizational mission and vision with the external expression of the brand, and requires stakeholder consensus around a positioning statement that articulates the position your organization wants to own in the marketplace. The strength of the brand comes in its ability to define a well-rounded identity that is representative of the entire organization.
Brand equity is achieved over time through the focused and consistent implementation of a sustained strategy. Thus, the brand identity should be founded on fundamental attributes that will not shift due to short-term changes in the marketplace. Indeed, it should remain constant, evolving slowly, only as the organization itself evolves.