The brand discovery phase begins with a collaborative exploratory workshop to assess the brand opportunity and the competitive space in which the brand is to exist.
Vision, Mission, & Core Values
We begin by revisiting or defining the corporate, product, or service vision statement.
Clarity of the vision statement forms the aspirational objectives that the brand is to inspire in the target audience.
A concise mission statement will describe clearly what the brand offering is to provide and serves to execute the vision.
By revisiting and clarifying the vision and mission statements we solidify the basis for a comprehensive identity program.
The core values of the brand represent fundamental and immutable beliefs that guide the brand offering through its mission execution.
A thorough understanding of the competitive landscape is necessary for advantageously positioning a new brand offering.
We apply Perceptual brand mapping techniques to define the competitive brand space and identify the optimal competitive positioning along a set of defined brand values.
We work closely with your marketing team to understand and define your target market, and beneficially position your offering.
Defining the Brand Offering
The core of a strong brand is a clear value proposition that offers a unique compelling advantage over competitive offerings.
We work to distill and clarify the value proposition by collaborating to create a clear understanding of your company product or service.
We establish what makes your offering desirable and distinct, including the solutions, features, benefits, and value advantage that will set your brand apart.
We distill and communicate your unique value proposition through a clear and memorable brand slogan or tagline.
Our design process always begins with a pencil and a piece of paper. Sketching keeps the initial exploration process loose and open, allowing for a deeper exploration of the concept space.
We then select and elevate a limited number of sketch concepts for visual refinement as potential directions for a final logo.
We don’t rush this process. We understand the importance of an identity that lasts. It is through close collaboration and iteration that we get to the heart of your brand.
Brand Identity Guide
Perceptual brand identity guides provide a comprehensive system for the consistent execution of visual brand collateral through all client touch points.
We define the visual style through the color palette, graphic standards, typography, and tone of imagery.
A solid brand identity guide provides a basis for brand family extension and ensures the cohesion of visual expression across all media.
Perceptual brand storytelling implements your core brand offering through print, digital media, and the built environment.
By placing the core value proposition in a memorable and engaging context, we are able to create a consistent and impactful impression across all brand touch points.
The Perceptual Brand Innovation Toolkit positions and communicates your offering while building a lasting and positive relationship with your target audience.
Perceptual Brand Innovation Toolkit
The Perceptual Brand Innovation Toolkit provides a comprehensive process for the creation or revitalization of high impact corporate, product, or service identities.
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