Our Branding Process

The Brand Platform is a strategic document that defines a foundation and rationale for the brand. Generally speaking, the Brand Platform becomes the standard by which every brand building activity is measured.

It consists of four essential components:

• Brand Vision
• Brand Differentiation
• Brand Promise
• Brand Personality

The Brand Messaging distills the essence of the brand into a framework that includes the primary and secondary messages for each target audience. The messaging matrix includes the value proposition, the reasons to believe, and the proof points to support each message. The way we communicate with employees, partners and customers should adapt to the particular areas of interest for each audience - while at the same time the messages should support the overall brand platform.

The Brand Positioning defines the brand in its competitive environment and addresses the brand’s unique attributes and benefits. Working from the Brand Platform, we help clients develop brand positioning concepts and statements that focus on differentiation issues. Ultimately, positioning is about claiming a stake of the market in a way that makes it clear to our audiences why they should choose our brand over the competitive alternatives. This can be sometimes a challenging concept to achieve. However, our brand strategy team has plenty of experience assessing the issues that are relevant, credible, sustainable - and differentiated

The Brand Architecture illustrates the relationship between the master brand and the subbrands can become complex or confusing. That’s when our brand strategy team can help. We know how to evaluate and develop a framework for organizing existing and future brands. We’ve helped brands address what happens through mergers and acquisitions. And we can develop a structure that clearly establishes the relationship between your company and your strategic alliances.

The right naming can make the difference between a memorable brand, and one that goes unnoticed. We help determine whether a name should be descriptive, suggestive, arbitrary, or fanciful, and we develop corporate names, product names and entire naming architectures. 

Often, the logo is the most commonly recognized icon of a brand. In a world where brands are proliferating at an ever increasing pace, coming up with a good logo has become harder to do and more important than ever.

A good logo should be memorable and unique, and - ideally - it should help convey some important ideas about the brand it represents. Additionally, in the global and digital economy in which we live, good logos take into account how they resonate with worldwide audiences, and how they translate to the online experience.

The visual style is composed of a variety of elements that come together to create the visual language of a brand. They include typography, color palette, illustration and/or photography treatments, layouts, formats and other graphic elements that make a brand immediately distinguishable from its competition - and from anything else, for that matter. Of course, when it is done well, the Visual Style is scalable while being elastic enough to adapt to varying marketplaces and geographies.

Smart brands understand the need and value of consistency. For this reason we develop all sorts of guidelines - from brand guidelines to logo guidelines, to environmental guidelines. These documents provide in-house designers and marketers with a common vision - as well as the tools - that help our clients build strong, consistent brands across multiple disciplines and multiple geos.

The days when we designed lots of brochures may be long gone. However, there is still a big need for printed literature - and we know how to deliver pieces that get your potential customers excited to turn the pages.  We also design lots of literature that does not get printed. That’s because many companies are saving money and trees by distributing their literature as a PDFs - which is smart.

We focus on delivering what we call Brand advertising. We define this as advertising campaigns designed to build awareness about the brand, communicate brand messages, and inspire brand preference or brand loyalty.