Brand Development

Brand Strategy

Your brand is more than your image; it’s more than your colors, your fonts, or your logo. Brand is an intangible; however, done right it adds very tangible value to your business. We specialize in brand development. And brand strategy is how you get there.

What is a brand strategy? For us, developing your brand strategy is both a love affair and a burden. Our modus operandi is to do a deep dive strategic assessment of a client’s business and take a hard look at their marketing challenges. In other words, we make sure we understand you, your environment, your competitors, and what makes you special.

It’s what defines us: We are inspired by understanding.

Your brand is who you are, what you do, how you do it, what your customers think you are, and how those things meet at a point of differentiation. We develop a brand plan that is a bespoke platform tailored to each client using our own proprietary brand development process.

Brand Development

Through consultation, review, and analysis, we will define your business into six short, easy-to-understand ideas that summarize what makes you who you are:

Brand Architecture: The relationship between your main brand and any sub-brands, supporting brands and programs that you have.

Brand Vision: A tangible statement about where you are and where you want to be based on the company’s objectives.

Brand Positioning: There are dozens of definitions floating around, we try to capture it simply – it’s how people talk about you.

Brand Pillars: Brand pillars are definitive, factual pieces of proof that support why your brand positioning is true.

Brand Personality: Your personality is a snapshot of how your brand behaves — its tone, its voice, and who it would be if it were a person.

Brand Promise: The promise is a distilled statement of what your brand will always deliver… what it will be famous for.

Michael Pickard, our Senior Vice President of Strategy & Branding explains our approach to brand strategy in more detail in “Brand is Not a Dirty Word.” Check out Our Work to see real-life examples of our brand strategy at work.

Industry Spotlight

Branding Higher Education

Universities spend more on marketing than ever before, but everyone seems to have the same message. Find out how to elevate a college or university brand so it stands apart from its competitors.

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