Brand Evolution
Transform Your Brand for Greater Impact & Connection
In August of 2019 the Business Roundtable, a group of nearly 190 CEOs of some of the largest U.S. companies, signed a statement on the purpose of a corporation. They proclaimed that businesses exist for more than mere profit—that customers, employees, suppliers and community weigh equally with profit.
These leaders have recognized that purpose-driven brands are actually stronger in the marketplace, that they grow faster and engender more brand loyalty. As an example, Unilever announced that their 28 Sustainable Living Brands have grown 69% faster than the rest of their 400 brands.
The challenge is, how to transition organizations that have been run on a financial model of profit first for so long that it’s engrained in the fabric of a company. The answer is to begin with the brand. To transform the brand by finding and articulating a story that is authentic and real, and speaks to the essence of what a company truly stands for. Then to align its marketing, its communications, and its culture around the new brand story and values.
This is our special sauce, our uniquely valuable service of helping companies discover their authentic story and deepen their purpose. We help organizations bring their brands to life through a deep process of organizational discovery. Our process is both challenging and enjoyable, and leaves you with a strategy that will serve your organization for years to come.
“There are only two ways to influence human behavior: you can manipulate it or you can inspire it.”
– Simon Sinek
“There are only two ways to influence human behavior: you can manipulate it or you can inspire it.”
– Simon Sinek
The Takeaway
- Develop your brand personality and tone
- Identify your brand archetype
- Acquire a deep understanding of your ideal audience: who they are, how they behave and what they believe
- Discover and articulate your unique WHY (Vision Statement)
- Discover and articulate your HOW, your secret sauce (Mission Statement)
- Positioning statement: creating a position in the minds of your ideal audience that makes your brand stand out
- Business naming
- Develop the tension that draws people into your brand story
- Develop a master creative brief
- Determining which elements of your marketing need to be redesigned
In addition, you will receive valuable content for your website and marketing, including blog and content marketing ideas, Home and About page copy, powerfully engaging quotes (from you) for overlays on page headers, a master creative brief to inform all creative executions moving forward, and most importantly, you will have an extensive brand strategy to guide your business to greater impact and connection.
“Every thought you produce, anything you say, any action you do, it bears your signature.”
– Thích Nhất Hạnh
“Every thought you produce, anything you say, any action you do, it bears your signature.”
– Thích Nhất Hạnh