Identity
Creating a strong brand identity is all about expressing a brand’s personality and values to provide an experience that resonates. I create consistent and comprehensive brand identities to inspire and engage long lasting customer relationships.
Step 1 - Naming.
It all begins with positioning. Using a survey, with questions that get at the heart of what the brand’s benefits and competitive advantage are, I start to discover how customers should perceive the brand and the elements that will foster a strong bond.
Step 2 - Messaging.
Identifying target audiences is next. Creating user profiles that represent the target market is vital for identifying potential pain points and opportunitites. Here is where adjustments to positioning happen to exploit the competitive advantage.
Step 3 - Elements.
Next is defining the intrinsic and extrinsic qualities of the brand. If the brand was a person, what values would it have? What would the personality be and how would it operate? Here is where attributes like imagery, language, and actions are revealed.
Step 4 - Guidelines.
Lastly, a competitive audit. Thoroughly analyzing the competitive landscape helps to better understand the market. It also illuminates a clear path to growing the brand and making intelligent decisions.