Brand strategy
Brand strategy
Clarity, focus, and differentiation are hallmarks of the strongest brands. Brand strategy serves as the foundation for this strength by capturing the intent of a brand as well as its personality and style.
Our approach
Brand strategy begins with diagnosis—gaining a deep understanding of your business, your customers, and your competition. Informed by these three perspectives, we devise a strategy that stays true to your brand and business objectives, resonates with customers and other key audiences, and helps your brand stand out in the crowd.
01
Kickoff and materials review
We lead a kickoff meeting to confirm project details, then dive into relevant documents to begin immersing ourselves into your brand and business.
02
Internal research
Through a mix of in-depth interviews, workshops, and other qualitative and quantitative methods, we gain insights into your current brand strategy and vision for the business.
03
Customer/external research
To get an outside perspective of the brand and understand what motivates customers, we conduct research with external audiences.
04
Competitor review
Competitors and peers are assessed from a branding perspective.
05
Brand platform development
Based on research findings, we develop recommended platforms—core ideas, pillars, personality traits, and other components—that stake out areas you can “own” in the marketplace.
06
Refinements and finalization
With your collaboration and feedback, we ensure the platform’s credibility, distinctiveness, and relevance and discuss broader implications for the brand and business.
Blog posts, articles, and presentations about brand strategy
The CMO Club: 5 Brand Fundamentals Startups Must Get Right From Day One
BrandersFest 2024
The Drum: Yes brand archetypes are pseudoscience. Does that make them completely useless?
FAQ
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We think of it as a clear articulation of the ideas upon which a brand is built.
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Start with research. Get to know your own business and brand, your customers, and your competitors. Position your brand around an idea that is true, compelling, and distinctive. That’s a pretty good start.
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The best strategies are well-informed and well-thought-out. While there are no guarantees in business or branding (or life?), a solid strategy provides focus, uncovers opportunities, and clarifies what to do next.
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Ha! Will Ferrell used it while imitating President George W. Bush on an episode of Saturday Night Live. President Bush, however, believed that he had coined it.
What our brand strategy clients are saying
The strategy they built touches and strengthens every area of our business. … Sales have grown, and the brand’s image is much more closely aligned with its available services.
Jane / EMyth
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