Your Brand in Orbit
How Your Brand Works
In a perfect scenario, your brand is right where it should be: encompassing everything you do at every single touchpoint. It's like the gravitational pull that brings all the elements of your marketing, PR, and communications efforts together. It's in the way your team speaks to your customers, it's in the way your trade show booth demands interest at every event, it's in the way you think about the very core of your company.
Your brand starts with your key messaging pieces – your purpose, mission + vision, and values. Those pieces then grow to become your customer understanding, competitive analysis, tone of voice, customer experience, and value proposition. Those then become your brand messaging + copy, guidelines, photography + videography, and all the visual pieces you've thoughtfully designed. And from there, those become your external collateral + marketing pieces – everything from your website to your PR work to your packaging/print collateral.
From the center, all of these pieces build on each other to create your brand. And this system works best when your foundational pieces are set at each stage before moving onto the next. When each step is secure, your stairway to branding heaven is solid, dependable, and much clearer.
Common Mistakes + Missteps
Looking at it as a harmonious system like this, it's clear that there are important steps that build on each other. But so much of the time it can feel like you're out in the wilderness without a clear picture of how it all fits together. And that's when you get into trouble.
So often, people come in because they "just" need a tradeshow booth, or a website, or a whatever external marketing piece the article they stress-read late at night said they needed, and they think that one piece will solve all their problems. You don't just need a new logo, you don't just need new SWAG, you don't just need new photos (but all those things are really good to have). You need a BRAND. A solid, well-built, expertly-crafted brand that is built on a great strategy.
When you try to put the external pieces before you've established the internal pieces, your whole orbit will get out of whack.
How to Shift Your Thinking
Getting back on track is never easy, but it is simple with an expert guide!
We start by identifying what foundational pieces you're missing, and then building out from there. Your brand strategy will guide everything we build so you'll end up with rings full of beautiful, strategically-sound pieces that will speak to your audience and give your company a fresh perspective.
If you're ready to create all of that and more with a team that truly partners with you and deeply cares about your success, schedule a time to chat with us! We're booking for fall and winter 2023 + beyond, so we can get you ready to shine through the holiday season and everything that follows.