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Brand Development

“A brand is not a logo. A brand is not an identity. A brand is not a product. A brand is a person’s gut feeling about a product, service, or organization.”

- Marty Neumeier

Person Writing a Brand Plan

When should you invest in a brand project?

Brand strategy initiatives tend to happen at sizeable inflection points of change, including:

Leadership Change

Leadership Change

Whether it be someone from the inside, outside or a new generation of the family taking over—this moment creates a catalyst for a refreshed direction.

Acquisitions & Divestitures

Often fueled by private equity investment, bringing two, four or twelve companies together requires a clear understanding of how all the pieces fit together.

Searching for Marketing Differentiation

You know you have the best product, but can’t figure out how to get out of the procurement cycle and command the premium price and selection you know you deserve.

Category Leadership

Build Category Leadership

You are in an emerging market space and you want to stake your claim as a market-maker. Your aim is to make everyone else look like imposters—to win, differentiate, and disrupt.

Employer Branding

Weak Employer Brand

Communicating your message to the marketplace is easy, but you’re losing the war for talent. Know what to say, when to say it, and how to convey the magic of your culture to outsiders.

Demand Generation Messaging

Muddled messaging leads to lackluster results. Getting down to the core of your message—and then conveying that to your audience—is what really drives leads.

Brand Process Graphic