Strategic Branding & Brand Strategy

Digital Marketing Services

We Speak the Digital Marketing Language

We Speak the Digital Marketing Language

Branding originated more than 4,000 years ago as a way to identify the owners of livestock. The term comes from the Old Norse word brandr, which means “to burn.” Branding was the process of burning a unique symbol onto an animal’s hide to leave an indelible mark of ownership.

Today, branding involves far more than simply labeling proprietary products and services and visually differentiating them from others in the marketplace. It’s involves communicating the value of that difference and the values of the company to consumers in a way that creates a strong, lasting preference for those products and services. It involves building trust that leads to fierce brand loyalty and advocacy.

Every B2C and B2B company is a brand. But far too many companies are still branding the same way their ancestors did 4,000 years ago. Today’s effective branding requires a comprehensive brand strategy, a realistic, dedicated budget and an ongoing commitment to a strategic branding process.

BRAND’s suite of strategic branding services creates a solid foundation that empowers your business to build a unique, local, regional, national or global brand that dominates its marketplace. A brand that embodies and champions your values. A brand that earns consumers’ trust and turns them into life-long customers.

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In a world that now revolves around the human relationship, it’s not enough for a brand to simply show up in the marketplace, demand attention and start taking orders. A brand has to be “someone” – someone credible, someone interesting, someone worthy of a relationship with your prospects and customers.

Our strategic branding services create the “person” who is your brand. Someone with a mind, heart and soul, a body and voice – all of the characteristics and qualities that give your brand “humanity.”

Without humanity, your brand can’t truly relate to consumers or understand their wants, needs and aspirations. It can’t get close enough to consumers to earn their trust, create real relationships and become an important part of their lives. Without humanity, your brand is just another logo, one of thousands of other inanimate objects for sale in the marketplace.

We discover the humanity in your brand and incorporate it into every consumer communication, engagement, connection and interaction. We create more than a “something” consumers want to buy. We create a “someone” consumers want to know.

We begin with the Core Brand Identity that defines its:

  • Brand DNA – Three critically important attributes that must be evident and operative in everything your brand is, does and becomes. They inform and influence every business and marketing consideration, decision and action. They are the fundamental elements that give your brand its humanity and authenticity.
  • Mission Statement – Its purpose in life. What your brand does every day to benefit its customers, employees, investors, communities, the world and itself.
  • Vision Statement – Your brand will constantly learn, grow and evolve. This statement describes what it ultimately aspires to become and challenges it to achieve that ideal.
  • Values Summary – The essential principles that inform the morality of your brand. They define how it does business, how it treats people and how it interacts with the world. They are the standards used to assess its actions and interactions.
  • Brand Personality Statement – Your brand declares itself a unique individual in its own words, using its own voice. It speaks of who the brand is, what it stands for and what it intends to accomplish throughout its life.

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Brand Stories – Because your brand is a real person with its own purpose, aspirations, values and beliefs, it needs to live its own unique life. So, we create an ongoing history of life experiences that introduce your brand to consumers and entice them to start and continue a relationship with it. The possible story lines are as varied as life itself.

We develop an initial Interest Inventory, a catalogue of people, places and things that matter to your brand. This serves as the inspiration for various stories and messages that are related to your audiences via social media posts, videos, advertisements, events, promotions, public service and charitable initiatives, and more.

Each new story and the message(s) they deliver deepens consumer interest, affinity, interaction and loyalty. Each strengthens the trust relationships with your customers. And each makes a measurable contribution to your bottom line.

The Core Brand Identity is the foundation for your overall Brand Strategy, the holistic approach to how your brand builds awareness, recognition, memorability, favorability and loyalty with consumers throughout your marketplace. We create and implement a comprehensive, effective brand strategy that includes your:

  • Core Brand Beliefs – Your key differentiators, key selling points, brand positioning statement, brand promise and your all-important value proposition. We tell everyone exactly what they can expect from a relationship with your brand and why such a relationship is valuable and desirable.
  • Tagline – A concise phrase that instantly crystallizes your bottom-line value, difference, benefit or belief in the consumer’s mind. We tell consumers what a relationship with your brand delivers.
  • We build a powerful brand strategy that defines your target markets and customers, that analyzes and outsmarts your competition. We identify and articulate your key messages to prospects and customers, as well as to your marketplace, industry, and communities, the financial markets, the media and other key constituencies. And we integrate it into your company culture to unify the focus and commitment of your employees.

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Industries We Serve

Where we combine intelligence, insight and expertise to grow local, regional, national and global brands.

Industries We Serve

Where we combine intelligence, insight and expertise to grow local, regional, national and global brands.

Financial Consulting

Hospitality & Travel

Government

Technology & Entertainment

Ecommerce

Retail

Real Estate

Health & Medical

Non-Profits

Philanthropy

Attorney & Law Offices

Well-Funded Startups

Financial Consulting

Hospitality & Travel

Government

Real Estate

Technology & Entertainment

Ecommerce

Retail

Health & Medical

Attorney & Law Offices

Well-Funded Startups

Philanthropy

Non-Profits

Marketing Partners

Marketing Partners

Client Journey

Client Journey

01

Discover

We begin every client relationship by learning as much as possible about you and your business. Your history, vision, values and culture, as well as your products, services, markets, consumers, competition and long-term, bottom-line objectives.

02

Strategize

Once we define your immediate needs and establish your marketing budget, we assemble a BRAND team with the expertise and experience required to develop the marketing and communications strategies that deliver the best possible solution within your budget and timeline.

03

Realize

We transform smart strategies into distinctive marketing assets, compelling content and the razor-sharp tactics designed to cut through the noise and the nonsense, solve the problem and generate measurable, meaningful results.

04

Execute

When your messages, tactics and assets are locked and loaded, we unleash our high-powered solutions and nail the target. Our goal is to deliver peak brand experiences that convert prospects into highly engaged, loyal customers.

05

Optimize

We constantly measure, evaluate, and improve. We anticipate and adapt to evolving market conditions and customer needs. We keep looking for new ways to enhance the return on your marketing investment.

06

Grow

We’re never satisfied with meeting your objectives or exceeding your expectations. There’s always more we can do to build on the insights and the success we gain, strengthen your brand, and grow your business.

01 Discover

We begin every client relationship by learning as much as possible about you and your business. Your history, vision, values and culture, as well as your products, services, markets, consumers, competition and long-term, bottom-line objectives.

02 Strategize

We begin every client relationship by learning as much as possible about you and your business. Your history, vision, values and culture, as well as your products, services, markets, consumers, competition and long-term, bottom-line objectives.

03 Realize

We begin every client relationship by learning as much as possible about you and your business. Your history, vision, values and culture, as well as your products, services, markets, consumers, competition and long-term, bottom-line objectives.

04 Execute

We begin every client relationship by learning as much as possible about you and your business. Your history, vision, values and culture, as well as your products, services, markets, consumers, competition and long-term, bottom-line objectives.

05 Optimize

We begin every client relationship by learning as much as possible about you and your business. Your history, vision, values and culture, as well as your products, services, markets, consumers, competition and long-term, bottom-line objectives.

06 Grow

We begin every client relationship by learning as much as possible about you and your business. Your history, vision, values and culture, as well as your products, services, markets, consumers, competition and long-term, bottom-line objectives.

FAQ

What are the most important digital marketing strategies?

Successful digital marketing requires robust, integrated strategies that achieve specific goals using carefully selected online channels.

While there is no one specific grouping of digital marketing services that are more important than others, this comes down more to your goals, your timeline, and your budget. However, for short term and futureproofing results, the digital marketing services we most recommend include:

  • Search Engine Optimization & Content Marketing (SEO)
  • Local Search Marketing (Local SEO)
  • Paid Digital Advertising
  • SMS & Email Marketing
  • Social Media Marketing & Advertising
  • Online Review Marketing

These strategies work best together using the omnichannel marketing approach to increase awareness, build your audience, your footprint, site traffic and credibility. They establish brand affinity and surface upsell/cross-sell opportunities for all businesses.

What digital marketing services should be my top priority?

While your website is your most important digital asset, it’s basically useless if consumers can’t find it. That’s why implementing a robust Search Engine Optimization program is your top digital marketing priority. While SEO is the lifeblood and starting point for almost all digital marketing strategies, any company’s most important digital marketing services will always be dependent on their goals, their budget, and their current positioning. Our strategic direction will sometime differ based upon those elements.

The vast majority of consumers use search engines any time they want to learn something, buy something or be entertained. SEO generates more high-quality site visits from consumers who have a high degree of commercial intent and are looking to buy what you’re selling.

Harnessing the power of SEO and Local SEO is critical to ensuring that global and local consumers find and connect with your business instead of your competitors.

Should social media be part of my digital marketing mix?

Social media marketing is no longer a choice. If you are not where your competition is, you’re giving them your potential business. This is true for any marketing medium but social media has long term value and continues to grow in importance every year. This is one of the most important digital marketing services your business should be excelling in.

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