Branding + Advertising
Behind every successful business
there is a strong brand.

capabilities

Our comprehensive
approach builds your
brand and your business.
strategy
  • Market Research/Usability Studies
  • Competitive Analysis
  • Strategic Planning
  • Positioning and Message Development
  • Functional Specifications
identity
  • Corporate Identity and Brand Guidelines
  • Campaign Materials (Collateral, Posters, Premiums)
public
relations
  • Social Media
  • Event Planning and Oversight
  • Trade Show Planning, Design and Support
advertising
  • Print, Broadcast, Digital, Out-of-Home, Non-Traditional
  • Full-Service Media, Including SEM
technology
  • Web, Mobile and Tablet Application Development
  • Content Management Development
  • User Experience Wireframing (UX Design) and User Interface Design
  • Information Architecture
  • User and SEO Analytics
  • Application Management and Reporting
anything
you or we
can think of!
We complement serious capabilities with the
free-spirited thinking of our integrated creative
and technology teams to deliver often unexpected
solutions that move business forward.

practice
leaders

A branding partner with
world-class experience.
Jill Deardorff

President and
Chief Executive Officer

Jaime Vanaman

Account Supervisor

Kathy Brooke

Creative Director

Andrew Albrecht

Head of Digital

Keith Shenk

Chief Financial Officer

proven
process

every successful business
owns a unique position.
1
analyze &
review
X

1 — analyze & interview

  • Review objectives and all background materials, including market research, strategic plans and other long-range planning documents.
  • Review current positioning statement and brand promise.
  • Develop a Discussion Guide to gain insight to use in brand development.
  • Conduct interviews and analyze the findings.
  • Determine metrics to be utilized, including need for benchmarking.
  • Summarize the results and lay the groundwork for the positioning and message development.
2
audit
competition
X

2 — audit competition

  • Conduct a brand audit of your marketing communications materials. Focus audit on analyzing messaging and image.
  • For key competitors, conduct a brand image analysis of their websites, messaging, materials and methods.
  • Discern all competitors' positioning, key messaging and overall image in the marketplace.
  • Develop a "state-of-the-state" branding presentation for your category.
3
articulate
positioning
X

3 — articulate positioning

  • Determine if primary external quantitative or qualitative research is needed.
  • Gain additional insight into the positioning and branding opportunities available.
  • Determine positioning options in the context of your audience's needs and wants, and the competitive environment.
  • Identify and map brand characteristics.
  • Extend the positioning statement and brand promise into a Positioning Declaration that contains the proposed brand personality, initial positioning language, brand characteristics and brand promise.
4
develop
messaging
X

4 — develop messaging

  • Create the Brand Architecture and hierarchy.
  • Develop a Brand Matrix to show areas of exclusivity and overlap.
  • Develop corresponding Key Messaging Platforms, including what they think today (based on research), new messaging, and what they will think tomorrow for each target audience.
5
create
brand
X

5 — create brand

  • Based on the approved Positioning Declaration, develop two to three different creative concepts that will provide for true differentiation. These concepts will bring the selected positioning and brand statement to life and illustrate their extendibility.
  • Demonstrate the power of the brand and expression by testing applicability across multiple channels.
  • Present Brand Expression Concepts. The selected concept will form the basis for recommendations on logo usage, identifier to parent organization, typography, color palette, grids, photography, Web styling and voice.
6
test &
refine
X

6 — test & refine

  • Measure the reactions, perceptions and impressions of the desired target audiences using channel-specific techniques, from structured focus groups to informal polling.
  • Review findings and formulate recommendations.
  • Refine the brand based on target market input to deliver the desired results using the qualitative and quantitative measurements gathered during testing.
7
plan &
recommend
X

7 — plan & recommend

  • Develop a Strategic Marketing Plan for introducing and sustaining the brand experience internally and externally across all audiences.
  • Devise a truly integrated plan, including public relations (social media) and digital initiatives.
  • Develop corresponding Strategic Media Plan.
  • Define the transitional strategy for adopting the new brand identity.
  • Include innovative recommendations that tie directly to the new positioning and brand identity to create immediate excitement and memorability.
  • Also include evaluation measurements to determine success in changing perception/awareness.
8
launch &
execute
X

8 — launch & execute

  • Determine approved initiatives for advertising, digital, public relations, collateral and media.
  • Develop an integrated timeline to launch and manage initiatives on an ongoing basis.
  • Develop all needed marketing programs, including potential print and electronic advertising campaigns, new website with complete digital contact/sales strategy, and marketing collateral.
  • Launch into the marketplace with full analytics.
9
measure
results
X

9 — measure results

  • From the executed analytics strategy, gather measurements from all appropriate sources to audit the effectiveness of the brand strategy and tactics.
  • Analyze, re-analyze and re-re-analyze the data. Identify patterns, trends and changes in behavior.
  • Compare these results against the stated goals and benchmarks.
  • Based on the changing landscape, provide recommendations to further achieve the goals.

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