You already have a brand.

People have personalities. Companies have brands. People interpret brand elements like writing and visuals to understand companies, just like they use clothing and speech to figure out people. So you already have a brand. If you’re ready to start sending the right signals to the right people, it’s worth taking a good look in the mirror. That’s where we come in.



It’s tough to stand out in the crowd. It’s also necessary. You have to prove that you’re in the same business as your competition, and, at the same time, show people what makes you different. Sociologists call the proper balance between fitting in and standing out the “acceptable deviation from the norm.” We just call it positioning.

In the beginning, we grill you to learn everything we can about your company. What makes you different? Who do you want to impress? What problems need solving now, and how can we set you up for future success? Next, we’ll analyze the competition. We’ll find what they have in common with each other and with you, and we’ll come to understand how they position themselves. After mapping out the space you compete in, we’ll identify competitive gaps and position your brand in a way that makes you interesting to the people who matter most.

Brand Foundation


There’s more than one way to build a brand. You could hire a designer, a developer, and a writer, and hope that it all feels like it came from the same place. Or you could build a consistent, coherent brand. Brand foundation is a tool for leaders, employees, and consultants that clearly spells out how your brand communicates. It definitively answers the important questions, so that every time you do something new, you don’t reinvent the wheel.

We conduct a series of exercises to define your brand’s personality. Then we bring it to life by arranging your talking points into provocative sound bites instead of drab bullet points. We define who you are, what you believe, what you do, and why people should care. Then we weave it all into stories that work everywhere from elevators to board rooms.

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