Do you have a clear brand vision? Do you need to evolve your brand’s meaning and purpose?
Thinking Through “Brand DNA”
Do you know what your brand stands for in the eyes of customers, employees or other stakeholders?
Have you identified all the brand touchpoints — all the situations in which customers or others will experience your brand? Do you have a plan for how you want to evolve brand perceptions over time?
Where We Come In
We help client teams think through the up-front work of crafting or evolving brand strategy.
We can also help clients clarify brand hierarchy (how to organize their brand architecture). These challenges often appear when companies have grown via acquisitions, and their brand portfolio has become complicated or confusing to customers.
When to Engage Informing Arts
Informing Arts’ services are most effective if clients engage us well before assigning creative teams to develop (or evolve) the brand’s “look and feel.”
Although we can advise creative teams on different aspects of brand personality, we do not provide naming or visual identity services. (We’re happy to partner with experts in those areas.)
We also partner with qualitative market research suppliers, when extensive primary consumer resarch is required.
Brand Development Services
- Internal and external brand audits — to learn how the market perceives your brand
- Facilitating the conversation among brand stakeholders to clarify brand vision and brand intent
- Helping brand stewards or leadership teams think through the brand hierarchy
- Aligning brand strategy with corporate or market strategy
- Aligning brand strategy with positioning and messaging frameworks
Once the up-front work is done, we can help provide cogent input on “brand DNA,” to guide the creative teams that will bring your brand to life.
