No one who has charted the course of world business in the last century can deny the power of a well-developed brand. But for many, branding is an exercise left to international corporations and larger institutions. Smaller organizations question not only whether they need to brand themselves, but if a branding effort would even work for them. We don’t accept the notion that a brand can be forced into being, or that a clever logo and some advertising will foster a brand. Rather, we believe that a brand emerges out of the myriad interactions between an organization and its stakeholders—whether customers, employees, or vendors. We take an integrated approach to corporate branding that is heavy on strategy and analysis. We don’t just tell you how to create a brand, we determine what kind of brand you have now, and explain how a combination of activities—internal and external, short and long-term—can move that brand to where you need it to be.
We also excel at using that knowledge to create or adjust your identity in a way that reflects your brand aspiration. By investing in this initial thinking, we avoid the trap of being clever for clever’s sake, and develop an identity that resonates with your audience.