With every branding assignment, we go through four inter-related stages: listening, exploring, creating and connecting.
In the listening stage, we work directly with the client, completely immersing ourselves in the client’s brand. Depending on the situation, we do this in a number of ways — brand clarity workshops, one-on-one interviews, blind interviews, surveys, etc. We want to know what keeps you awake at night, what is your most critical need, what are your ultimate goals. We develop an understanding of where the brand originated and where you envision it going, both short- and long-term.
In the exploration stage, we analyze external factors that impact your brand. Starting with the belief that everyone who comes into contact with your brand is a consumer, we seek to identify all of those groups. We’ll take you into their lives, their cultures, and their beliefs so you know what really motivates them, how they perceive your brand, and what actions they are likely to take. We explore the whole marketing landscape. We identify the most effective ways to gather meaningful information.
In the creating stage, we focus on creating unique and compelling “out-of-the-box” concepts that stand out in an overcrowded marketplace.
In the connecting stage, we conduct consumer testing to ensure our hypotheses and theories are sound prior to launching. Finally, we provide our clients with a detailed, comprehensive report on the brand platform including brand hierarchy, usage, identity, messaging, tone, and execution.