Build
Follow our proven 3-step process to stand out from the crowd and develop your brand with intention. Let's Start Building“If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do, you have to keep moving forward.”
Our Proven 3-Step Process
The Build Phase starts with a three-step process to ensure your business is set up to stand out in a crowded world.
Identify
Identify (startups) or validate (existing businesses) you have a unique and relevant market position that you can own in your customers’ and prospects’ mind.
Design
Design (new) or revamp (rebrand) a clear, relevant, and unique brand identity to bring your unique positioning to life and pass the “3-second rule”.
Build
Build an intentional and measurable marketing funnel and sales process.
Once these pieces are in place, we move into building the toolkit to rollout your unique “why” across all touchpoints and shareholders.
Build Services
Strategy
Competitive analysis
Environmental scanning
Trend spotting
Consumer segmenting
Positioning
Pricing
A/B and multivariate testing
Logo
Wordmark
Tagline
Brand standards
Signage
Stationary
Email signature
Business cards
Mailing envelopes
Presentation folder
Pesentation templates
Digital Presence
Website
URL strategy
Google-Business-Profile
Social media
Brochures
Leave behinds
Fliers
Posters
Trade show or event presence
Giveaways
THE ROLE OF THE BRAND IN A CROWDED WORLD
Frequently Asked Questions
How do I know if my brand is unique?
For a brand to be able to own real estate in your prospect’s or customer’s it must be clear, consistent, unique, and relevant. In a crowded and noisy world, your brand should communicate who you are, what you do, and reflect why you’re different and important to a prospective buyer within 3 seconds. Testing unaided or aided awareness by simply asking prospective buyers, preferably those who do not know your or your company, how your brand performs on these variables is a great starting point.
Figure out ways to test if your brand is clear, unique, and relevant within 3 seconds.
How can I identify a unique market position?
Identifying a unique market position is answering the question “Why do I win?”. Like an iceberg though, this is a simple question on the surface but should be explored at a much deeper level. “Customer service”, “value”, “innovation” are all fancy but generic buzzwords everyone is screaming from the rooftops. Defining what these mean to you and understanding if or how that compares to your competitors, particularly the market leader, is a critical first step. First, define why the market leader is winning in a single characteristic (price, value, service, brand, distribution, etc.). This is known as the market’s “primary” variable. Second, make a list of all of the other characteristics that are important to your prospective buyers. This list is known as your “dynamic ” variables. Then identifying which of these market variables your company can maximize, based on your internal core competencies, provides a good starting point for carving out a unique market position.
Start by identifying your industry’s “primary” and “dynamic” variables.
My media sales reps keep telling me about OTT, CTV, pre-roll, mid-roll, programmatic, native, display, podcasts, blogs, SEO, SERP, map packs, blah, blah, blah. What are they talking about and how do I know what is best for me?
My grandfather once told me, “There are six original jokes in the world.” A similar philosophy can be applied here. All of these are various tactics that fall under foundational advertising channels (traditional, digital, OOH, captive, etc.). Key when your rep is making your eyes roll back in your head with this jargon is simply asking them the primary purpose each of these tactics have in the marketing funnel and what are the key metrics to evaluate performance. Remember, prospective buyers are either “in market” or “out of market” and your tactical strategy should align with your goals. So, for example, focusing on awareness tactics when you’re the market leader may not provide the best ROI.
Prospective buyers are either “in market” or “out of market”. Make sure your tactical strategy aligns with your goals and the state and needs of your business.