HOW IT's DONE
We believe in building brand architecture using the following components of strategy.
Positioning + Opportunity Analysis
Or rather, the art of navigating a market segment before a brand gets its feet wet.
What insights inform the foundations of your model, and how can industry research assist in creating a meaningful beginning for your brand? Whether as specific as generational research or as broad as population-based usage models, knowledge brokerage can be the difference between reaching your audience and missing the mark. Research and the design thinking cycle can identify opportunities and market conditions that may impact your brand strategy, so we use both to engineer brands with long-lasting impact.
Narrative Exoskeleton + Core Mission.
Or rather, storytelling intwined in company paradigm.
A brand’s journey starts with its story. Products begin with insights, and services are typically conceived as solutions. But beyond that, the story of a brand’s journey from start to present is a compelling way to connect with users and create a name with meaning. Once the story is written, a brand can isolate specific target segments, guidelines, and action plans to achieve its mission.
Expression + Use
Or rather, empathic brand strategy designed to integrate seamlessly with human experience.
Every product or service has meaning beyond KPIs or sales numbers. We believe that a brand’s meaning to itself should reflect its adopted meaning among users. Perceptions of associations, heuristic processing and even product or service usage can be wildly different in a board room than in the hands or minds of the users themselves. We believe in uniting the two by empowering users in the way they engage with a brand, and informing the brand itself with a “bigger picture” mentality.