Branding & Creative Strategy
Brands play a critical role in creativity, campaigns, and business. However, the word “brand” is one of the most used and misunderstood words in marketing.
We help our partners build and maintain strong brands that amplify marketing investments and impact.
Brand & Creative Strategy Solutions
Brand
Rebranding
Brand Positioning
Brand Architecture & Strategy
Creative
Content Strategy
Campaign Refreshes
Creative/Campaign Strategy
FAQs: Branding & Creative Strategy
Q: Are brands important?
A: A strong brand has never been more critical. People have more choices than ever, and algorithms are changing how companies are discovered and win sales. A strong brand enhances both near-term and long-term sales.
Q: What is a strong brand?
A: A strong brand, at its core, is a collection of assets, or codes, that are distinct and differentiated.
Q: What are brand codes/assets?
A: Brand codes, sometimes called brand assets or fluent devices, are the verbal, visual, audio, and interactive elements that are associated with your brand. It ranges from logos to colors, fonts, texture, tone, websites and apps, physical stores and displays, and more.
Q: Are brand codes/assets/fluent devices what make you distinct?
A: Yes. Simply put, the more distinct your assets are from other brands, the less likely you are to be confused with another brand. That being said, not every asset/code/fluent device has to be distinct, but the collection as a whole should be. If you can make everything distinct, you’re in great shape!
Q: What about brand positioning? Is that associated with differentiation?
A: Yes. A brand’s positioning is absolutely critical. It is the conceptual territory you want to be associated with. One of the emerging ideas is that positioning is relative. Although it may be underwhelming to hear, brands can, and do, leverage similar market positions. The key is to be consistent and change only if necessary.
Q: How do I know if it’s time to rebrand?
A: There are a lot of factors to discuss when it comes to rebranding. And, rebranding can mean different things to different people: a full rebrand with a new name, logo, and visual identity, a partial rebrand, to updating a brand’s positioning, or to refreshing and evolving how a brand’s positioning is executed. This is a nuanced topic that is best discussed to ensure everything is accounted for.