A brand is the aspect of an organization/company that people connect with. The process of branding facilitates this connection—between organizations/companies with the potential for good and the people they need to make it happen. My goal as a brand consultant is to guide this process, working with the organization/company as a partner and member of the team to architect a comprehensive and empathetic brand identity and to create a holistic and impactful brand experience. The qualitative result is an empathetic connection between a brand and its audience and the quantitative result is progress toward real and positive impact.

Here is a look into the process.

Step 1

STRATEGIC RESEARCH

Before a brand is developed it is to be placed strategically on a map. Research is about getting the lay of the land, its players and potential. Here we pull key insights about and around the brand, to discover hidden truths and pinpoint the one great opportunity in the landscape.

Step 2

CORE BRAND DEVELOPMENT

Impactful brands are built upon a foundation of values. The vision is a blueprint, and the mission is a frame of defined objectives around which strategy is built. Here we define the bran’s DNA, creating a solid base upon which a comprehensive and compelling brand identity is to be architected.

Step 3

NARRATIVE DEVELOPMENT

Brand’s come to life with a story—one which encompasses their purpose for existing and their place in the audience’s lives. The better we know who that audience is, the better we can speak directly to them in telling that story. Here we define the brand’s internal and external scope of influence, weaving its DNA into a message that interests and impacts.

Step 4

VISUAL IDENTITY DESIGN

Brand’s are often called to mind by their visual characteristics—instantly identifiable and innately memorable. Visuals have powerful influence in shaping perceptions, emotions, and engagement with audiences. Here, we merge form with function, coloring the brand with a visual identity that communicates its substance by speaking directly to the human senses.

Step 5

BRAND INTEGRATION

Brand integration is about holism—encompassing the full scope of a brand’s presence while focusing on each individual touchpoint with its audience. Totality is about completeness across these touchpoints. Tonality is about the spirit or essence of the experience. Both aspects work in combination to establish a memorable and moving relationship. Here we integrate the brand’s identity strategically and consistently.

Step 6

EXPERIENCE DEVELOPMENT

Brand communities are empowering. They transform an ‘us-them’ relationship into a ‘we’ experience, making brands a real and valued part of audience’s lives. Here look to brand’s culture to create a journey and experience that encourages and engages, creating avenues for participation. It is in this way that audiences turn from customers into advocates, investing in both the present and future of the brand.

As a creative brand strategist and branding consultant, I specialize in defining the DNA at the core of a brand and pinpointing its North Star; architecting a sophisticated brand identity and  weaving that identity into a holistic brand experience. The qualitative result is an authentic connection between a brand and its audience and the quantitative result is measurable progress toward business objectives. Here is a peek into my process.

Step 1

STRATEGIC RESEARCH

Before a brand is developed it is to be placed strategically on a map. Research is about getting the lay of the land, its players and potential. Here we pull key insights about and around the brand, to discover hidden truths and pinpoint the one great opportunity in the landscape.

Step 2

CORE BRAND DEVELOPMENT

Impactful brands are built upon a foundation of values. The vision is a blueprint, and the mission is a frame of defined objectives around which strategy is built. Here we define the bran’s DNA, creating a solid base upon which a comprehensive and compelling brand identity is to be architected.

Step 3

NARRATIVE DEVELOPMENT

Brand’s come to life with a story—one which encompasses their purpose for existing and their place in the audience’s lives. The better we know who that audience is, the better we can speak directly to them in telling that story. Here we define the brand’s internal and external scope of influence, weaving its DNA into a message that interests and impacts.

Step 4

VISUAL IDENTITY DESIGN

Brand’s are often called to mind by their visual characteristics—instantly identifiable and innately memorable. Visuals have powerful influence in shaping perceptions, emotions, and engagement with audiences. Here, we merge form with function, coloring the brand with a visual identity that communicates its substance by speaking directly to the human senses.

Step 5

BRAND INTEGRATION

Brand integration is about holism—encompassing the full scope of a brand’s presence while focusing on each individual touchpoint with its audience. Totality is about completeness across these touchpoints. Tonality is about the spirit or essence of the experience. Both aspects work in combination to establish a memorable and moving relationship. Here we integrate the brand’s identity strategically and consistently.

Step 6

STRATEGY IMPLEMENTATION

Brand communities are empowering. They transform an ‘us-them’ relationship into a ‘we’ experience, making brands a real and valued part of audience’s lives. Here look to brand’s culture to create a journey and experience that encourages and engages, creating avenues for participation. It is in this way that audiences turn from customers into advocates, investing in both the present and future of the brand.