The aim of brand strategy is relevance
with distinction.
At its most basic a brand is simply a company, product,or service with a personality. We help companies define not just what they uniquely do, but who they are, what they’re like, and why they matter—in clear, compelling language and imagery that marks out the exclusive real estate they want to occupy in the minds of clients and prospects. Good branding brings you to mind.
DISCOVERY
Definition begins every strategic engagement with an in-depth review of client information, interviews with strategic stakeholders, clients, and prospects, research, and a brand audit of key competitors—because strategy is more than a plan, it is a plan designed and executed against someone.
BRAND POSITIONING
Of the many concepts and metaphors invoked to define positioning—conceptual ‘real estate’ in the mind of the market, the ‘One Thing,’ a unique value proposition—we subscribe to DNA. That is because positioning is living code that determines and shapes every outward, tangible expression (touchpoint) of your brand—from design, to nomenclature, to campaigns, even to business decisions like acquisitions.
MISSION VISION VALUES
Every business has at its heart a purpose in the world that it fulfills (a mission), strategic ambitions and objectives it organizes around and pursues (a vision), and principles of action and operation that it lives by (values). Definition helps organizations to identify and articulate these strategic formulas that form the foundation of your organizational culture.