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Brand Development & Framework

Our brand process encompasses creating a unique position for an organization, a mission that drives its business, a personality and voice to express that mission, a name and visual representation that is recognizable, and messages that will carry forth the brand to its stakeholders.

Once a brand is defined, the cross-functional incorporation and internal alignment are critical to giving it life. Discussion around ways to launch and operationalize the brand both internally and externally is often a next step, as is identifying all appropriate channels for delivery for immediate, near term and future purposes.


Internal & External Brand Launch

A brand is built from the inside out. It begins with a position at the core that first permeates the company culture, is then communicated to current affiliates, clients and the industry, and finally reaches potential affiliates and clients for business development. Ultimately, branding success can be measured based on operational follow through. The degree to which an organization embraces the elements of its brand determines how quickly its stakeholders will support and be loyal to it.

Launch initiatives may include:

  • Internal brand launch strategy and employee brand book
  • Web site, intranet, extranet or blog, content management system, security encryption, search engine optimization/marketing
  • Photography, videography, stationary/letterhead, business cards, report folders, signage
  • Collateral, formal brochures, annual reports, media/sales kit, phone scripting and email signatures
  • Executive presentation and talking points
  • Newsletter, Lunch & Learns, Meeting-In-A-Box and other employee comms channels
  • Employee surveys, training and performance measures
  • External and internal communications strategy that aligns with business objectives


Expert Positioning

Generally speaking, Corporate America is over informed and under inspired. So, rather than just “selling” your services, expert positioning creates value for your audiences with information that inspires thinking and new ways of doing business.

Expert positioning—or thought leadership—can benefit a company in a multitude of ways. It conveys authority among its circle of influence and the authors are perceived as subject matter experts. Through the vehicles of byline articles and opinion pieces we build our clients’ reputations. Our expert positioning work has been highly successful and award winning over the years, especially with our professional services clients.


Trend Research & Interpretation

Positioning a company and, specifically, its leadership as industry experts, marketplace predictors and articulate business-minded professionals requires continuous research and understanding of current trends and leading opinions. This insight also helps augment and provide a foundation for company news, so the information is rich with industry and marketplace relevancy.

We explore your business and your industry, the ideas leading the marketplace dialogue, the issues being discussed and debated, and what your competitors are saying and through which channels. From there we assess where there is stakeholder and media interest, where no one else is speaking, and what part of the “blue ocean” you can claim.