Foundational Branding, or brand positioning, is the cornerstone to the successful development of your brand.
Our process begins by sitting down with you and key team members to fully discover who you are as a company. We discuss your current and future goals, past and present marketing initiatives, historical data, and more. From there, our team dives into internal research and strategy.
Once we have acquired all available information and nailed a position, we develop a brand story, identify and define brand attributes, develop a descriptive paragraph, a positioning statement, a team paragraph, and a few other supporting foundational statements we feel best describe the heart of your company. This completes your verbal identity.
On the graphic side of foundational branding, we curate visual direction options to establish the creative direction for your brand, and this serves as a roadmap for the development of all future visuals for your company. The chosen visual style becomes your visual identity.
These foundational elements aid in uncovering the heart and soul of your brand, and once established, if properly utilized, will come to influence anything that is developed on behalf of your business. With a firm, sensible foundation in place, key brand elements are shaped by the true soul of the brand, giving consistent, purposeful communication and visual presence to your audience.
Here’s what our Foundational Branding package includes:
Our team will meet with yours to cultivate conversation surrounding who you are as an organization, including your history, values, team, goals, competition, marketing, offerings, and more. Having a firm grasp on your operations, your competitive landscape, and your target market will allow our team to take an informed approach to creating a purposeful verbal and visual identity that will support your company as it grows.
After the session is complete, we will identify key findings that we heard during our discovery session. This will help guide the direction of the foundational verbiage and visuals, and assure we are hitting the key facts and findings of your company.
WE ARE + WE ARE NOT STATEMENTS
We will establish definitive sentences that declare who you are and who you are not. We are this. We are not that. A mantra of sorts dictating who you are and what it is you strive to be. We will create statements of clarity that iterate what is off limits and misaligned with who and what your company may commonly identify with.
In an era when people are tired of being talked at and sold to, people crave genuine connections with brands. A properly positioned brand story can cultivate a real, emotional connection and effectively humanize your brand. Unlike traditional advertising, which is about showing and telling your products or services, a brand story must inspire an emotional reaction. Your brand story will become the verbal heartbeat of your brand.