BRAND
DEVELOPMENT

Your brand is not what you think it is, it’s what other people say it is. You can accept what they’re saying, or shape the narrative and steer the conversation.

EXAMPLES

Case studies
and examples from
a variety of projects

Position, develop,
and grow your brand

IN DETAIL

Instead of just pitching
Brandad’s services, this page
provides information and insights

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The fundamental building blocks that define the brand determine what it is, what it does, and where it’s headed.

Building
Blocks

PURPOSE

The reason, the mission, and the driving principles

POSITIONING

What the brand is known as relative to the competition

VALUE PROPOSITION

What the brand offers and the benefit it provides

A clear foundation provides context, sets the tone, and aligns expectations.

Lack of commitment to the fundamentals or inconsistency in execution lead to indifference, attrition, and churn. Conversely, an intentional, consistent, and outstanding experience spurs conversion, dedication, reputation, and admiration.

“Products are made in a factory but brands are created in the mind.”
― Walter Landor

PROCESS

1. Interviewing the stakeholders to uncover the first principles that drive the brand

2. Analyzing the competition, and interviewing customers

3. Synthesizing the essence into an authentic narrative that communicates meaning, substance, and sentiment

4. Testing and iterating

A brand is not in the store, a brand is in the mind.
―Rory Sutherland

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People’s visual, emotional and tangible perception of the brand over time shapes what they think, feel, and do.

Every word, action, and detail can be molded to shape the intended perception and drive meaningful action.

STORY

NARRATIVE

The central concept, summarized in a byte-size

VOICE

Brand’s authentic communication, tone, language, and expression style

MESSAGE

The first thing people say about the brand and the one thing it’s known for

EXPERIENCE

The details that communicate meaning and value without saying a thing

Just like a people’s, a brand’s personality is a combination of its story and identity.

IDENTITY

LOGO

The face of the brand and the most common part of the brand people see

VISUAL
LANGUAGE

Shapes, colors, and details that make the brand recognizable wherever it is

DESIGN
GUIDE

The rules and principles that drive design and communication consistency

Island is the tip of an underwater mountain

The brand is the visible island at the tip of an underwater mountain

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Brands grow as they gain exposure, awareness, reach, penetration, recall, loyalty, and advocacy.

Brandad’s growth methods and methodology combine strategic adjustments in messaging and experience, with organic content, and paid advertising.

CONTENT

WEBSITE

All roads lead back to the company website, the default customer touch-point

SOCIAL

Organic content and engagement on brand-appropriate social channels

COMMS

Business and corporate communications to support the main message

Brand reach and recall are a multiple of message quality and exposure quantity.

Even the optimal message could be fueled by advertising to amplify its reach.

ADVERTISING

SEARCH

Copy and creative that connects with the emotional and compels the rational

SPONSORED

Content, generated by the brand, for the brand, or with the brand’s participation

EXPERIENTAL

The next stage in the evolution of brand advertising; experiential advertising goes beyond the traditional to leave a lasting impression

“It may be true that there’s no structure without construction.”
― F.B. Skinner

PROCESs

DISCOVERY

Defining growth metrics, analyzing the comeptition, and reesearching the customer

Inititives

Editing and optimizing, adding content, and launching campaigns

MEASURING

Testing (split-testing and interviewing customers), measuring the impact, and iterating accordingly

MANAGING

Tracking brand equity growth over time and making strategic/ fundamental adjsutments (as needed)

Generic companies compete on price and quantity. Brands compete on ideas and quality.
Ferris Bueller- Are you Still here?

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