Build An Understanding

Complete a business and brand audit, category review, competitive analysis and develop a portrait of who the people are that a business serves.

Construct A Foundation

Develop the brands positioning (who the brand is and what they do) and brand purpose (why the brand exists, why a business does what it does).

Develop Brand Messaging

Develop the brand’s value proposition that will deliver on its positioning/ purpose and the key messages to support this. Typically these fall into 3-4 messaging pillars that can be reinforced consistently to ingrain them in a target's mind.

Define Brand System

Based on the foundations and key messages, define how the brand should look, feel and sound. This informs the brand design brief to develop a brand system. Just like key messages, we want to build a brand system that is used to implant a brand in the mind of consumers.

Establish A Marketing Strategy

Align on the brand’s game plan to reach consumers and convert them to customers. This is not about tactics, but rather strategies that demonstrate an understanding of your target’s needs and deliver on your value proposition and brand foundations.

Tell The Story

Based on the prior items, develop strong briefs for marketing elements including your website and communication plans (i.e. advertising, comms, content, social, etc). Once communication plans are in development, we start work on tactical briefs for the channels you’re leveraging.

About Briefs

A strong brief tells a story like a lawyer making her case. It provides a sandbox for creative, u/x, media, technology, etc. teams to play in - but doesn’t tell them what to play. The goal of a brief is to inspire these teams and let them determine how to say, show, architect those messages and experiences.