Our Services

We scale assignments to your specific needs, but for now, this overview will provide you with an introduction of the work we can do as we develop, position, and evolve brands:

Develop

Developing a foundation from which you can grow requires answers to deceptively simple questions:

• Who are we? Why do we exist?
• Who is our audience? Whose needs must we always meet
• Where are we going?
• How will we get there?
• What will guide us?

Our Brand Foundations answer those questions after we analyze brand perceptions and relationships with internal stakeholders, influencers, customers and consumers, and in contrast to your competition. We identify your Brand World, Promise, and the Principles or Values that are core to your business and your Passion Group.  Then, we link all of this to your overall business strategy through a well articulated Vision Statement and Brand Architecture Strategy.

Position

Positioning to realize your goals is both an internal and external task. Key questions addressed in this phase are:

• How do we truly connect with our audiences?
• How do we manage our brand–not only in marketing, but in product, sales, and operations? And, in consumer controlled media?
• How do we track progress for our brand?

Our focus is on helping you organize and share your brand internally, so that your efforts–and  those of your marketing partners–have greater impact externally. This starts with adoption of a clear Positioning Statement and the narrative of your Brand Story. Then we help craft a Brand Plan that is the umbrella to Customer Segmentation Profiles, Brand + Product Messaging, Marketing + Communication Plans, and Structure + Roles Alignment. Your brand is impacted by the entire organization, so we develop Brand Management Tools + Training relevant to responsibilities both inside and outside of Marketing.

Evolve

The third phase of brand management we support is helping you answer questions key to evolving in the future:

• What is changing in the landscape of our business?
• How can we build on who we are and what we’ve already done?
• How do we prioritize product and consumer opportunities?
• How do we continue to increase brand value?
• Do we have the brand foundation to support the next 3-5 years of our growth?

In this phase we are often working with Brand Benchmarks and Consumer Segmentation Analysis to identify strengths and opportunities for the brand. This often results in a refresh of the existing Brand Foundation and Evolution Strategies for growth from products, customers, and markets that don’t currently exist.  We help shift internal brand perceptions through Internal Communications that get your teams out of the past and ready to move you forward.