The foundation of an undeniable brand.
We believe the key to long-term success is building a connection with consumers. Something that takes a clear understanding of consumers and what they need from a business. It’s why our approach starts with building a strategic foundation for your brand, based on a clear understanding of your business, consumers and competition.
We believe the best brands must be authentic to the company and its vision. Through stakeholder interviews, we develop a firm understanding of who you are, where you want to go and what makes you unique.
A great brand understands its audience needs on a functional and emotional level. Through audience interviews and research, we uncover insights that will be the foundation of your brand.
Strong brands are unique. Conversely, a business that isn’t differentiated from the competition will struggle to grow. We analyze the competition and identify opportunities to stand out from the crowd.
Using the insight we’ve uncovered, the brand strategy is built. The brand strategy is the foundation of all brand communication and the roadmap for all messaging and design. It includes archetype incorporation, positioning, tone and brand story development.
What is an archetype?
The idea of the archetype has been around for centuries. By definition, an archetype is “a collective inherited unconscious idea, pattern of thought, image, etc. universally present in individual psyches.”
Why do we use archetypes in brand development?
As it pertains to brand development, an archetype is commonly used as a tool to associate human-like characteristics to brands. This is done because, by nature, humans want to do business with humans, not businesses. By incorporating archetypes into the brand strategy, we are able to humanize the brand and make it relatable—forming a deeper connection.
Your position or Unique Selling Proposition (USP) is the statement that defines how you want consumers to perceive your brand. Using all audience and competitive insight collected during the first phase of your brand strategy build, we develop your position to be distinct and ownable, and the basis for all messaging.
Once the brand archetype is chosen, we use the archetype characteristics to develop a differentiated brand tone and voice that resonates with consumers.
For thousands of years, humans have used storytelling to engage other humans. So, it’s no surprise that neuroscience has proved that storytelling is the best way to capture people’s attention. It’s why we use brand storytelling to make a deeper connection with consumers.