Brand strategy

Elevate your brand. Amplify your impact.

Align your organization strategy and operations to your employee and customer experiences.

Brand fundamentals

An organization's brand is the manifestation of its mission, vision and values. Through both tangible and intangible experiences, how an organization positions itself in-market articulates what it exists to do more than any words on a wall or catchy slogan ever could.

A refined, focused brand strategy is fundamental for employee engagement, building customer loyalty and achieving long-term growth; encompassing a comprehensive approach to defining, articulating, and expressing an organization’s identity, ensuring it resonates with target audiences and stands out in the competitive landscape.

    • Stakeholder interviews and surveys: Engaging staff, community, members. customers and strategic partners, to gather insights into brand perceptions, values, and expectations.

    • Competitive analysis: Reviewing competitors and similar organizations to identify differentiation opportunities and market positioning.

    • Brand Audit: Evaluating your current brand assets, communications, and touchpoints to assess consistency and effectiveness.

    • Core brand elements: Articulate and/or realign your mission, vision, and values based on data.

    • Brand archetype and persona: Defining the brand archetype and persona that aligns with your organization’s values and audience expectations.

    • Value Proposition: Developing a clear brand statement that articulates your organization’s unique value proposition and provides evident propriety.

    • Brand mapping: Aligning the relationship between any parent brand and sub-brands, programs, or services, ensuring clarity and coherence.

    • Naming conventions: Establishing guidelines for naming conventions, ensuring consistency and alignment with the brand’s overarching theme and strategy.

Creative system development

A unified creative system is the embodiment of visual representation of a brand. Aggregating mission, vision and values and translating it into a coherent visual and verbal language, it ensures that every touchpoint resonates with the same core message and emotional accumen.

A robust creative system acts as a strategic framework guiding all creative decisions, removing opportunities to dilute brand equity and establishing long-term awareness, affinity and loyalty.

    • Brand persona and voice: Defining the brand's persona and voice to guide tone, style, and personality of all communications.

    • Visual identity exploration: Exploring visual themes that reflect the brand's essence, incl. color palette, typography, imagery styles, and other graphic elements.

    • Iterative design: Developing a suite of creative systems, working key stakeholdets through a test and learn process to adjust, refine and align.

    • Logo and identity marks: Designing or refining brand logos and other identity marks to ensure they are versatile, memorable, and reflective of the brand's ethos.

    • Visual guidelines: Creating comprehensive visual guidelines that detail the use of color, typography, imagery, and layout across various media.

    • Verbal guidelines: Developing guidelines for brand messaging, incl. tone of voice, key messaging themes, and language style.

    • Marketing materials: Applying the new creative system to all marketing materials, incl. digital content, print materials, advertising, and packaging.

    • Digital presence: Updating digital platforms to reflect the new visual and verbal identity.

    • Internal branding: Ensuring the brand's internal communications, from email templates to internal reports, align with the creative system to foster brand advocacy among employees.

    • Brand guidelines distribution: Sharing the new brand guidelines with all stakeholders, incl. employees, partners, and vendors, to ensure everyone understands how to correctly implement the brand's creative system.

    • Training sessions: Conducting training sessions to educate and onboard core brand champions and tacticians.

Brand activation

Activating a new brand is a pivotal moment that requires meticulous planning, strategic communication, and comprehensive engagement strategies to ensure a successful introduction to the market.

This process involves not just unveiling a new visual identity or messaging, but fully immersing your target audience, stakeholders, and internal teams in the essence and promise of your brand.

A full holistic brand activation includes a series of touchpoints and experiences that bring the brand to life, making it immediately relevant and resonant.

    • Marketing materials: Applying the new creative system to all marketing materials, incl. digital content, print materials, advertising, and packaging.

    • Digital presence: Updating digital platforms to reflect the new visual and verbal identity.

    • Internal branding: Ensuring the brand's internal communications, from email templates to internal reports, align with the creative system to foster brand advocacy among employees.

    • Brand guidelines distribution: Sharing the new brand guidelines with all stakeholders, incl. employees, partners, and vendors, to ensure everyone understands how to correctly implement the brand's creative system.

    • Training sessions: Conducting training sessions to educate and onboard core brand champions and tacticians.

    • External communications: Developing the external communications plan to ensure absrluoa awareness, third-party advocacy and immediate adoption.

    • Internal launch: Supporting internal communications teams to develop and deliver employee engagement events that d ound employees in the new brand.

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