B12 BRANDING SERVICES
Every business has its unique challenges.
That's why we have a unique process.
Some companies have a process - a structure that guides
you through the experience of brand communications.
While we think that's great, we like to be a little more flexible.
We let your brand be our guide. That's why, before
doing anything, we listen.
Our development process maximizes that dynamic.
PHASE I
Learning, Analysis and Insight
Determining Relevance and Developing Insight
PHASE II
Formulating the Product Persona
and the Brand Promise
Differentiating Your Company/Service/Product
PHASE III
Development and Design
Bringing Your Package to Life
PHASE I
LEARNING, ANALYSIS AND INSIGHT Determining Relevance and Developing Insight
How is your business currently doing?
What are your successes? Your disappointments?
Most of all, is your brand popular? With
BrandBasics, we'll start with a discussion of
the fundamentals and then dive in deeper
until we have everything needed to develop
the communications strategy
for your product, service or company.
BrandBasics™
Review the company and the distribution landscape.
Define current and potential customers/audiences.
Collect customer and prospect data as to the current attributes,
aspirational attributes, and benefits of the product.
Review the competitive landscape.
Analyze the company’s strengths, weaknesses, opportunities
and threats against the competitive set.
Establish positioning for the competitive set.
PHASE II
FORMULATING THE BRAND PERSONA & BRAND PROMISE Differentiating Your Brand
Every brand has a set of attributes and benefits that collectively create its personality, or Brand Persona. An focused brand makes a Brand Promise to the consumer — a single, relevant and ownable point of differentiation.
Using the information and insights collected during Phase I, we’ll outline your company’s BrandAffinity™, the melding of your company’s promise and persona in the way that resonates most strongly with the audience.
Our development process maximizes that dynamic.
BrandAffinity™
Determine your brand's Positioning.
Develop the Positioning Statement and Brand Promise.
Define the Brand Values.
Define the Brand Persona; establish the
verbal and visual vocabularies for the brand.
PHASE III
DEVELOPMENT & DESIGN Bringing Your Brand to Life
Every brand has a set of attributes and benefits that collectively create its personality, or Brand Persona. An When developed effectively and
designed right, your brand should:
• generate awareness
• foster understanding
• promote consideration
• strengthen conviction
• drive purchase
Brand Identity Development and Design
Start from the Brand Persona and Brand Promise.
Explore various conceptual avenues with
an eye on the final Positioning.
Refine the explorations, guided by the Brand Persona, Brand Promise and Positioning Statement.
Define the final conceptual direction.
Explore variations in graphic, color and typographic details.
Establish graphic standards.
Finalize design implementation.