We use speech, mannerisms, and clothing to figure people out. We translate the messages brands are sending us in just the same way.
A lot of companies spend time and energy developing the right look without giving any thought to what they’re going to say or how they’re going to say it. This is the equivalent of dressing up for some big event without having anything interesting to add to the conversation.
If you’re ready to start sending the right signals to the right people, it’s worth taking a good look at the words you’re putting into the world. That’s where we come in.
Our brand offering covers the following:
It’s tough to stand out in the crowd. It’s also necessary. You have to prove 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 brand positioning.
The narrative of your brand weaves together the important elements of what you’re doing. A clear and engaging story connects with your audience on a human level, telling them who you are, what you believe, what you do, and why they should care.
Brand language is tactical. It includes everything from voice and tone guidelines to specific words to use—or not to use. Before pen hits paper, we’ll spend time looking at your competitors so we can make sure you avoid the jargon or buzzwords and sound uniquely like you.
What do you want to be known for? Whether you’re communicating how your product works, outlining your unique selling proposition, or sharing your vision for the future, you need to keep the message simple, consistent and strong. Key messaging is a distillation of the most important aspects of your brand message. It includes the belief, purpose, and vision of your brand as well as answers to the questions you find yourself answering again and again. We always keep your most important audiences in mind, so we can be sure you have an approach tailored to the people who matter most.
How we do it
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.
Next, 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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