Create the Strategic, Verbal, and Visual Playbook for your Brand
While we have deep roots in the better-for-you products industries, you likely do as well. We simply endeavor to maintain an outsider’s perspective to ensure that your vision, values, and purpose do not seesaw as you seek to gain insight into the voice of the customer. We are fans of strategic decision-making for long-term brand relevance guided by your values and business objectives. And we champion market research, because data beats opinion and assumption, twenty-four seven.
Retail Voodoo devours research.
Depending on your unique goals, we can pivot, distill, smash and grab as much or as little – from multiple forms of qualitative and quantitative market research – as you deem sufficient for your executive team to believe that we aren’t making stuff up.
Different brands have different objectives, and while we have a set of best practices, we can help you to determine the right mix to achieve your goals.
We leverage it all – from Usage & Attitude and Segmentation Studies (to better understand how customers think, feel, and behave with your brand) to digital and old-school market research (for validation purposes) – to illuminate which of several positioning strategies will unlock the most opportunity for your brand. Just don’t say the F-word (Focus Group) in front of David.
What is a 360° Brand Development?
Audits & Analysis
You need an external ally to conduct a systematic, independent examination of your brand. We look through the lens of competition, your brand’s internal culture and marketplace performance to understand your brand’s current world. Afterward, we will present a true and fair view of your brand’s competitive reality. It also provides insight to optimize and maintain your brand’s communication to encourage consumer loyalty and evangelism.
Clearly defining your audience makes all the difference when you’re creating products or marketing initiatives. We use demographics, psychographics and audience segmentation to go beyond understanding who currently buys your products. This helps identify who else should become buyers of your brand in the future.
Research & Insights
These two concepts form the basis of our philosophy to provide a strategic roadmap to move your brand forward. We investigate multiple criteria and establish facts and principles around a specific subject to set the stage for insight (sudden, deep understanding of a complex situation, problem, or behavior).
We look at past and current market behavior and dominant patterns of society and sub-cultures to obtain insights on market scenario, consumer preferences, and macroeconomics. In order to do so, we use marketing research, surveys, interviews, observations of consumer behavior, and frequent review of cultural norms to help your brand leverage trends in order to ensure your products perform in the marketplace.
The goal of brand positioning is to identify and own a niche for your brand, product, or service within a competitive set so that your brand becomes and remains relevant with employees, retailers, investors and consumers. We help you create a unique impression in your customer’s mind so that their association with your brand is distinct from the rest of the marketplace.
This is sometimes called a mood board, but it is not a design solve. Instead, it’s a crystal ball that allows your team to peer into the zeitgeist and discover culturally relevant truths that will have an impact on how to visually express your new brand language.
Packaging design has become less about slapping your logo and a photo on the front panel. Today, packaging design is the most important design asset of food and beverage brands. Packaging needs to deliver your brand‘s promise, explain how you are different than the competitive set and make it easy to shop by delivering the appropriate amount of features-and-benefits content at the right time. AND navigate flavor within your own shelf set – all within about two seconds.
How does your packaging relate to your social media? How does your field marketing relate to your website, online portals, field marketing and sell sheets? We help our clients build great branded ecosystems that articulate all of this during the design translation process.
Great brands have consistent sales collateral that does not rely solely upon the individual charisma of a salesperson to sell the product. Imagine the power and relevance your brand might obtain if every sales team member had the same set of sales tools and said the same things about your brand.
Every brand needs imagery. Whether people, ingredient or lifestyle, photography matters. We establish the context and style for when your brand uses photography and express how to integrate it into communication materials.
A brand playbook is akin to a style guide on steroids. It codifies the entire 360° Brand Development process: from who you are, how you will speak about your brand, how to create brand experiences from customer education, in-store experiences, social media and activation.