Brand, messaging, and communication to connect, convey, and drive action
CLAIM IT
Differentiate
NAME IT
Position
FRAME IT
Tell the story
Our competitors are selling to you.
Brandad is selling you to your customers.
In
detail
WHAT
we do
Marketing is more than ads and clicks; it’s how ideas connect with people.
What you say and how you deliver the message shapes what people feel, think, and do.
“In a world deluged by irrelevant information, clarity is power.”
― Yuval Noah Harari
Services
BRAND POSITIONING
How the world perceives your business, relative to the competition
UNIQUE VALUE PROPOSITION
The reason people stand in line and pay a premium price.
IDENTITY, MESSAGING & EXPERIENCE
What it looks like, what it says, and what it feels like to interact with
Attention
Gain awareness
COMMU NICATION
Shape perception and convey meaning
CONVER
SION
Sell, more
Brandad helps business become brands, and brands grow their businesses
HOW
Your customer’s, yours, and everyone else’s decisions are a result of complex cognitive processes.
If you want people to buy your product or act on your message, you need to understand how they think, position yourself accordingly, and tell them what they need to know to make a decision.
From the narrative that gets into the mind, to the story that builds a connection and the experience that drives action.
NARRATIVE
STRATEGY
STORY
EXPERIENCE
“You can use an eraser on the drafting table or a sledge hammer on the construction site.”
― Frank Lloyd Wright
Narrative
The central concept that ties it all together.
Unique, relevant, and simple.
Strategy
Built on an in-depth understanding of the customer and what drives their decisions, the strategy guides what the brand does, what it says, and how it delivers the message (design, words, and experience).
STORY
Stories are a big part of what makes us human. They help us understand the world around us, share information, and spread ideas.
An authentic, clear, and consistent story provides context, connects with the heart, and resonates in the mind.
EXPERIENCE
Experience shapes perception and drives action.
Small changes in framing and perceived experience can result in significant changes in customer behavior and business results.
We don’t remember or share mundane experiences, only the exceptional ones.
— Brandad (and many others)
WHY
Brandad
Brandad’s (not so) magic formula for impactful messaging, effective communication, effective design, and experiences that resonate:
Empathy
to understand
DIFFERENTIATION
to get noticed
simplicity
to be understood
EMPATHY
Most businesses and advertisers focus on what they want to say, neglecting what people feel, think, and care about.
empathy by brandad
Listen, observe, and walk a mile in the customer’s shoes to get into their minds and understand their underlying needs, wants, desires, and motivators.
DIFFERENT
People (we) have a limited attention span, a bias towards the new, and a narrow BRANDWIDTH.
Mundane and generic messaging blend with the background.
New seems better, and different sounds exciting.
Different by Brandad
Stand out by doing things differently or by doing a different thing. A salient customer benefit, a unique value proposition, and an original way to deliver the message.
SIMPLE
When we don’t understand, we stop paying attention. Simple products, effortless experience and clear communication (with customers as well as within the company) reontate better.
Simplicity by Brandad
Boil meaning down to the core, develop a consistent narrative, and trim the fat.
“It’s about bringing order to complexity.”
— Jony Ive
Brandad’s principles for creating meaning and value make it a good fit for companies that value the same principles.
HOW
Method and methodology
Behavioral insight, tailored messaging, and iterative optimization.
Understand
Build
ITERATE
“It may be true that there’s no structure without construction.”
― F.B. Skinner
DISCOVERY
Online or in-person Socratic discovery session with stakeholders and responsible parties to define the objectives, explore the brand, and determine its audience.
RESEARCH
Customers
Qualitative customer interviews and quantitative analysis to determine the audience’s sentiment and create a customer profiles
CompetitionÂ
SWOT analysis and thorough competitive research to understand the competitors’ game and gain.
What are they saying, what are they doing, and what aren’t they?
INSIGHT
Conversation: 35%
Observation: 45%
Tools: 20%
The way people use products, how they talk about the experience, and what they say about the brand guides Brandad’s messaging, communication, and interaction design decisions.
Build
Prep
Charting a roadmap, from discovery to purchase, loyalty, and brand advocacy
Create
Developing story, messaging, experience, and other collateral assets.
Test, measure, iterate
Qualitative interviews, split-testing, and idea validation with neuroscience (powered by Mindspeller)
Brandad supports businesses wherever their message is most impactful, whether on- or off-line.
WHO
is Brandad
Brandad is a strategic and creative brand advertising agency.
In-house
Full control but prone to biases
Consultant
Clarity, accountability and a shared interest (reaching your objectives makes Brandad look good)
Outsourced
Could be effective but costly and leaves little control
An advisor who understands your business, helps set clear objectives, and develops an actionable strategy to attain them.
Unique and simple ideas spread better.
—Brandad
MISSION
Change the way ideas are communicated and help the remarkable ones reach an audience.
VISION
Less annoying advertising, complicated messaging, and corporate lingo. More authentic stories, clear communication, and products that make people’s lives better.
PEOPLE
1 strategist, 1 copywriter, 2 designers, and 1 digital marketer with 60 years of combined marketing experience.
Re-active brands compete with each other for a place on a shelf and a place on the web.
Pro-active brands earn a place in the mind with a relevant message and drive action with a human-centered experience.
Which is yours?
People can’t buy what they don’t know
