How do you create and position a brand so that it’s not too bland?…not too expected?…not too generic? Usually, you only get one opportunity to bring a brand to market, so you better make sure you do it just right.
Our process encompasses all the essential brand-building and executional steps:
- Research/analysis to identify core qualities, assets, and strengths of the brand
- Develop a differentiating brand positioning (leveraging the above), expressed in a brand positioning statement
- From the brand positioning, we create an emotional piece called a “Brand Creed”—a creative, poetic expression of the brand (see Brand Creed page in Some Work)
- Based on the positioning, core creative elements and brand guidelines are then developed (brand color palette, copy tone, logo, tagline, etc.)
- If necessary, media plan recommendation is developed
- Execution and production of the creative elements (web, TV, print, collateral, POS, outdoor, etc.)
The above steps should be embraced by any agency that throws around the word “branding”. However, at The North End, there are a few notions that make working with us feel just right. What gets mixed into our porridge is a good dose of our attitude and approach:
- Clients always deal with the Creative Lead, so the path is never lost.
- We listen and digest. We don’t nod and disregard.
- We’re confident, not confrontational.
- We tell you what we think, not what we think you want to hear.
- We don’t have egos, we have expertise.
- We love what we do, which ensures that you’ll love what we do.
