Research-Driven, Value Prop-Focused Branding and Design
Branding isn't just a slick logo or what a Creative Director thinks is a smart idea. Branding is the aggregate experience of the value proposition of your entire organization. Every touchpoint matters.
I've learned this hands-on. Yes, I've listened to dozens of focus groups and pored over thousands of customer survey responses. And I've read all the brand books you're supposed to read.
But I've also talked one-on-one with CEOs, marketing executives, graphic designers, lawyers, customer service reps, retail store location staff and most importantly, customers.
And for one particular client, I personally toured branded and competitive storage facilities in Los Angeles, Houston, Atlanta, Philadelphia, Brooklyn and the Bronx to make sure I understand exactly what customers expect and feel when they have to leave their personal belongings and memories in a 10x10 concrete block with a garage door. Often, on the wrong side of town.
How can we make them feel safe? What does clean look, feel, and smell like? What tools, signage and language could we add to their welcome visit experience to make a not-so-pleasant chore just a little bit easier, just a little bit more pleasant?
That's not glamorous, but it's important work.
I distill all the data and insight captured during the research phase to understand why people make choices, and what tiny little decision factors beyond price or location make a difference.
Why should your customer choose you, and not your competitor?
Let's figure out what makes that difference for your customers, and for your business.
Brand Strategy & Development Methodology
Depending on the initiative, my brand strategy approach includes the following critical steps:
Research and Theory Development
Customer profile and competitive value and brand analyses
Focus groups, surveys, stakeholder and customer interviews
Summary of findings to support the value proposition phase
Value Proposition Developoment
Employing the MECLABS Institute methodology and four elements of force (appeal, clarity, credibility and exclusivity) to define, sharpen and articulate our unique value proposition for both customers and internal or external stakeholders
Nomenclature and Naming
Based on a rigorous approach that I've developed and refined to ensure clear, intuitive, unique and creative name identification for the launch or relaunch of a brand, product or initiative
Visual Concept Development
A second phase of research to explore the visual representation of both concrete and abstract concepts to determine the components and nuances of design we will incorporate into our brand, and how they best communicate our value claims
Creative Brief for Design
Clear, collaborative brief and ongoing support through the design phase to ensure every element of our look and feel supports and reinforces our value proposition
Selection and Testing
Giving our customer a voice to tell us what identity and visuals resonates with them, eliminating subjective decision-making
Research, Publishing & Academia
I'm also a guest lecturer and branding subject matter expert within the research and academic communities, including the University of Florida School of Journalism and Communications graduate certification program on Communicating Value and Web Conversion MMC 5435: Messaging Strategy & the Centrality of the Value Proposition.
Confidentiality notice
Since this work and the related output is so strategic to an organization, I'm not authorized to share any examples publicly. If you're interested in learning precisely what this process involves and the tangible assets and results you can expect, please contact me.
client feedback
“I wanted to send a deep thank you for the thinking and work you put in to helping us chart the right course towards our updated brand identity.
We are grateful for the world-class effort and output of your brand update research. It was the foundation for our new tagline and it deeply influenced the what, the how, and the why of our brand story.”