Communicating Your Brand Effectively
We’re not talking about just a logo here but that’s certainly a good starting point. We carry visual identities through everything we produce, from site design and marketing materials to style guides, letterheads, and even business cards.
Out of all the possibilities, we pinpoint the best brand positioning for your brand. Our brand development process forms the foundation of our rigorous and scientific approach that results in a differentiated brand that leads to sustainable growth.
We work with our clients to help them identify and implement a brand strategy that will differentiate their brand from all the other companies that are trying to compete in the same marketplace.
We brainstorm and test many different concepts, then come up with a positioning and brand strategy that sets down a path to stand out in the marketplace and achieve Success in Spades.
Brand Differentiation is Vital to Success
Your business has a single brand positioning that is more fitting for you over any other. We pressure-test our strategies with a suite of rigorous frameworks to ensure we select your Brand Differentiation. If you do not differentiate your brand and stand out amongst your competition, your brand would wither and die.
We bring an analytical approach to brand positioning. Our ultimate goal is to increase your company’s value. We do this by conducting research and analysis, applying up to twenty practices to hone in on your most hard-working brand positioning. Once we identify your best brand position, which is at the intersection of what’s best for your business and what’s best for your customer, we will implement marketing activities to launch your brand effectively.
Brand Voice & Identity
Soul of a Brand
Many times, what one company makes is nearly indistinguishable from their competition. In our highly-evolved marketplace, culture has become a powerful point of brand differentiation and it often plays a bigger role in what consumers buy than the products or services themselves.
“How” You Do It
It’s not “What” you make that defines your brand (you undoubtedly have many competitors that make the same product or service). Rather, it’s “How” you go about making it. The choices that you and every one of your employees make each day, and the practices you put into place reflect your beliefs, values, and aspirations.
Culture and Brand Collide
As we elevate culture, we begin to see the blurring lines between internal audiences and our external audiences. Brand goes beyond defining the internal culture of the organization, but extends to building and defining the culture of the consumers it appeals to. People should want to buy from you as much as work for you.
Brands are in a constant state of movement and evolution. They must act as collaborator and contributor, constantly inspiring conversation and making a connection with consumers. Conversation is an art. It relies on mutual respect and taking a genuine interest in the people you engage with. But more than anything, the conversation is sparked by a shared interest between people.
Think about what happens when two people first meet: the instant they find a common interest, the conversation intensifies, each person leans in, they want to learn more or say more. As the conversation progresses, they find more in common, and soon there is a bond. This is the human connection we seek.
Forming the Foundation
The power of our Brand Conversation process is leveraging the shared interests of organizations and employees, brands, consumers, leaders and stakeholders. These shared interests become the foundation for the brand conversation. That is the new role for brands: to use conversation to build lasting bonds and relationships. Through content marketing, public relations, social media marketing and communications, Spade Design helps brands create lasting bonds that drive business.
The point of brand – and the ongoing conversations that surround it – is not to simply drive a one-time action, but to create an emotional response and personal connection that draws brand and consumer closer together over time. This is what we call Brand Re(action).
Every channel, every tactic and every communication is crafted to generate a response. But not in the way most marketers think. It’s often assumed that action is driven by awareness, repetition and asking for the sale. But in truth, the single most important aspect of motivating action is trust. When a person you know or have something in common with makes a recommendation – a movie, a restaurant, a product – you enthusiastically act on it. But if there is a lack of trust, or you don’t believe they are looking out for your best interests, you will hold back, wait and see, or likely not act at all.
Marketers need to understand this critical dynamic in their relationship with consumers. Our job is to use all the tools and channels at our disposal to gain trust, make a personal connection and create anticipation. Together, they culminate in action. A consumer who is personally connected with a brand has a strong desire to actively participate and help shape the brand. Not just today, but reliably and consistently over time.
- Real Estate Branding
- Law Firm Branding
- Ecommerce Branding
- IT Company Branding
- Small Business Branding