Brand Strategy Archives

Assume the (Re)Position

A brand’s Position is its unique and strategic place in a market or its industry. The act of actively working on or toward your position is called positioning. Simple! You declare the niché you plan to occupy and slap it on your website. Right?

Companies typically need more help repositioning than they do positioning. Repositioning, when done right, is going to feel risky. And if it doesn’t, then you may not be narrowing your position enough.

Because a company with too broad of a position is actually a brand for very few.

Brand Strategy | Process

What is a Brand Parallel?

The Brand Parallel is an exercise we developed to get us beyond the mundane, overused tropes of a client’s industry and to draw inspiration from other well-executed brands.

Its ultimate purpose is to creatively inform and speak to the brand’s visual elements as well as non-visual elements such as brand messaging and tone of voice.

Brand Strategy | Our Company

Core Values

Core Values, which we break up into Principles, Personality, and Promise, form the foundation of the brand from which all other elements will take shape.

Because what we value determines what we become.

Brand Strategy | Our Company

Mission Nearly Impossible

These are our simplest and truest of statements. Four short sentences that embody exactly why we exist, other than to make money. They may have been nearly impossible to write, but they are easier to write than to realize.

Now we’re on a mission to make that happen.

Brand Strategy | Our Company | Positioning

The Brand Roadmap

The Brand Roadmap is made up of three seemingly-simple statements that provide direction and serve as reference points for the brand’s purpose and goals, as well as the entirety of the brand process to follow.

They are the Mission, Vision, and Position statements.