Brand Identity

Almost like giving birth (but not near as painful)

So what is a brand and why do I need one?

Creating a well defined brand identity for your business ensures that the day to day interactions with your brand are simple and effective for your employees and your clients.

The foundation of your brand is your logo, and each of your public platforms (websites, social media, print collateral, and other promotional material) should consistently incorporate your logo and other brand elements. Simply put, your logo and your branding is your promise to your audience, serving to remind them of what they can expect from you in each and every encounter.

In order to design and implement successful long term brand strategy, we’ll go through all of your current content, background, platforms and ideas in order to inform what will soon become your brand identity. If you don’t already have a solid start on this, we would ambassador the defining of your current brand identity (including colors, logo, and historical messaging) to help us to better understand what legacy elements to include in the creation of a visual identity.
What’s a logo and why does it matter?
A logo is an identity, it identifies your business, brand, culture, meaning. While your logo may be beautiful, just the right colors or have just the right icon… this is really not as important as that it identifies who and what you are. In fact, perceptions about your logo will deepen in time as people interact with your business and form a character for it (the logo). Sure, your logo can LOOK great too, but it’s most important function is identifying you and what you stand for.
We are creative experts with decades of graphic design experience, which we use to create your unique logo that accurately and visually delivers on the promise of your brand. We generally follow a multi round logo design process. So, we will go through a logo questionnaire series to dig into feedback and history right from the start. Next we go through multiple steps depending on the depth of the project (basic logo all the way to brand messaging framework and guide).  We are extremely hands on with the development of each logo and pride ourselves in providing everything you need to absolutely adore the logo that embodies your brand.
Brand Guide
For the development of a brand guide we clarify the vision for your brand through further meetings, questionnaires, and a collection of all current marketing materials. This helps us compile a profile so that we can best represent the visual identity of your brand, and specifically, lay out guidelines for how the brand should (and should not) be visually represented. The successful marketing of any brand requires that every expression of the brand is congruent and consistent with each other, regardless of medium or method . This includes providing a digital guidebook that can be easily distributed within your organization.
Messaging is not copy; it’s subtext. When our brand speaks, it must be honest, it must be inspired, and it must be singular across all mediums, at all times. The Messaging Framework provides a well-built architecture for how your brand communicates on behalf of itself; both internally and externally. In the Messaging Framework Workshop, we will guide your brand through the process of deep discovery. What are the foundations of the brand? How did it get it’s start? What do you stand for, and why do those things you stand for mean so much to you? Every brand has a story worth telling. Let’s work together to define and articulate how to tell it really well.
Take a look at what a workshop will do for your team
Here’s the financial impact that this work has on company culture and operational health:

  • 4X more successful than “like” companies or competitors who have no clarity in messaging, positioning, and brand identity
  • Employees are 40% less likely to be absent
  • Employees are 24% less likely to leave their job (high-turnover industries)
  • Employees are 59% less likely to leave their job (low-turnover industries)
  • Employees have 28% lower impact on shrinkage (inventory loss or damage)
  • Employees are 70% less likely to have a safety incident
  • 40% better overall quality of work
  • 10% better overall customer satisfaction, engagement, and loyalty
  • 17% increase in productivity
  • 20% increase in sales
  • 21% increase in profitability
But, how do we determine company cultures that are filled with “engaged employees” or “disengaged employees?” Forbes defines the engaged employee as one who is passionate about the brand, believes in its mission, and shares its values. If a brand has no published internal clarity or understanding on brand positions, vision, mission, values, etc., than it’s dangerous to assume that the employees in that environment are truly “engaged.”

Belief in the mission and alignment in values are necessary for employee engagement – so, if those are things that we don’t have clearly defined for our employees to engage directly with and become passionate about; then we are directly contributing to our own employee disengagement.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Seth Godin

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