Brand & Content · Brand Strategy & Identity
A brand answers the question of why people choose you, even when cheaper options exist. We find that answer in audience research, define the insight and value proposition and turn them into a brand platform, tone of voice and visual identity. Then we spell out how the brand sounds in every digital channel.
The problem
What you get
Who it’s for
When your brand doesn’t stand out, all that’s left is competing on discounts. Strong positioning gives people a reason to pay more.
Products, markets and audiences have changed, but the brand is still the one from launch. We rebrand based on research, not taste.
The cheapest time to build a brand is before the first ad campaign. The name, positioning and identity work together from day one.
Scope
Take the full scope or only the parts you need. We agree on what you’ll get before we start.
An in-depth look at the business problem, your current brand, competitors and category.
In-depth interviews, the four forces of choice and motivation-based segments of your audience.
The insight, value proposition, mission, values, personality and positioning.
How the brand talks, a tone matrix for different situations and sample copy.
Logo, colors, typography, graphic language and guidelines with usage rules.
The customer decision journey, the role of each channel and the balance between brand and performance.
In detail
What happens at each stage of the work and why.
A brand strategy written in a conference room rarely works in the market. We run JTBD interviews with customers to find out what job they hire your product to do, what pushes them to switch and what keeps them on their old solution.
An insight is a non-obvious truth about your audience that a brand can be built on. The value proposition grows out of it and explains why you specifically. We draft several options, test them and choose the strongest.
A brand platform comes to life through how the brand talks and looks. Tone of voice sets the rules for copy, and identity sets them for everything visual. We make both documents practical, with examples, so designers, writers and contractors can actually use them.
Today most brand touchpoints happen online. We map your audience’s customer decision journey, define the role of each channel and balance reach-building communications with performance, so the brand drives sales instead of competing with them for budget.
Process
Clear stages, weekly reports and decisions based on data.
We define the problem, study the category and interview your audience.
We define the insight, value proposition, brand platform and positioning.
We create the tone of voice, visual identity and guidelines.
We carry the brand into the website, social and ads and write the communications strategy.
Documents, setups and reports that stay yours after the project.
We agree on targets at the start and send a report every month.
If your tools do the job, we work in them. We suggest replacing only what gets in the way.
Don’t see your question? Email us at [email protected].
A logo is just one part of the visual identity. Brand strategy defines who the brand is for, how it’s different, how it talks and what it promises. The identity puts that strategy into visual form.
Research and strategy take four to six weeks, and the identity another three to five. The full cycle usually fits into two to three months.
Jobs to be Done is an approach that uncovers what problem a person is solving when they choose a product. It reveals the real motivation behind a purchase, which demographics often hide, and gives you a foundation for strong positioning.
Often it’s enough to sharpen the positioning, rewrite the tone of voice and refresh the identity while keeping the recognizable elements. We decide what to change after the audit.
Through branded search demand, direct traffic, website conversion rate, average order value and surveys of brand awareness and perception. We compare the numbers before and after.
Works well with
Together with this service, they work as one program and make each other stronger.
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