What do your customers and employees believe? What story do they tell? Which tell the real story of your business? Unravel the narrative that best explains your organization’s reason for being. We all feel before we think and stories touch our senses and live in our recollection longer than lists of facts.
Brand is most powerful when customers understand you from their point of view. Aligning your company’s vision to customer needs helps define your mission. Understanding your vision and mission are cornerstones to brand expression. Probing Crowd Cultures often provides useful insights.
The intangible elements that make your brand come alive. Sometimes called Brand Essence, these few words and images can embody your brand and make it memorable to your entire audience. Heart & Soul is where brand affection begins.
Why should customers care about you? Your vision, mission, brand essence, employees, products, design, language, tone and business practices all contribute to perceptions of your brand. It’s these perceptions that make people want to hang with you. We describe this appeal in a Positioning Statement.
Concentrate the strategic idea in the Positioning Statement into a short, memorable line. We call this The Hook because it lodges in the customer’s mind, continuing to remind them why they like your brand. This is different from a tag line, which is promotional and short lived.
Once we’ve strategically differentiated your organization it’s time to tell your story to the world – well, to the segments in the world who matter to your brand. This is where corporate image graphics, brand identity, advertising, marketing and earned media take the stage as your brand messengers.
Branding a new product? A new company? Breathing new energy into an existing brand? The Genesis Path was designed for you. It’s our six step method of helping clients realize better business outcomes. We start this process of uniquely differentiating brands by discovering key cultural insights and steering clear of derivative messages and claims.