By working with you to draw out your brand and its environment, we take the first step – giving life to your brand, spinning its stories, bring forth its history, and establishing its place in the universe.
Visuals are key to good branding. If it is the story which gives rise to the image, it is the image that is the first impression on the consumer. Our designers will ensure that the first impression is always good.
Your website must reflect your brand’s personality. We will make your online presence as effective as possible – attractive, functional, responsive, and easy to use, creating the perfect user experience.
We will then develop strategies and tactics to begin to spread the word about your brand. Our long experience in public relations and advertising will be fully engaged in this effort.
Our stories are what define us. They give us life.
They often say that actions speak louder than words. Our stories are the record of those actions. They tell of our adventures, our travels, our experiences. It is through our stories that other people are allowed to identify with us, understand us better, and feel an emotional attachment. And it is the same for brands.
We identify with the brands we love because of the stories – they may not be always true, and they might not always be realistic. We love Häagen-Dazs because it sounds like has a Danish heritage, although the name is a complete fabrication and the brand was dreamed up in New York by two Jewish brothers.
Another example is the story of Ralph Lifshitz, a young ex-army sales clerk from the Bronx, son of an immigrant housepainter from Belarus. He changed his name and toiled away in a tiny space in New York, making men’s neckties inspired by Douglas Fairbanks Jr. under the name “Polo.” The story of Ralph Lifshitz is inspiring for his dogged persistence in the face of great odds. But we do not hear his story.
At a young age he changed his name to Ralph Lauren. As his work began to be recognized, he began the work of mythmaking and story spinning. Today Ralph Lauren inspires images of 1950s Americana, of the upper middle class, of the myth of a kind of countrified nobility.
Clearly, we are very far from the Bronx.
Feeling and Emotion
A brand’s stories breathe life into it, create emotional bonds to it. It is the reason we choose them. Often the stories told by brands become a springboard for our own stories, mixing our lives with the lives of brands. It is why we choose a certain brand of shoes, a certain brand of washing powder, or a certain kind of car.
Beyond the iconography of a brand’s logo (like the memorable Nike swoosh or the McDonald’s “M”), we need the stories to situate ourselves within the brand’s universe.
We recognize the need for these stories and write them for your new brand.
Some will be based on fact, some on myth, but in the end their role is to raise the consumer out of his or her every day world and welcome them to a new world, a storytime world in which they come to trust the brand which inspired it.
A brand’s images extend far beyond its logo and choice of fonts. The images we choose reveal the hidden depths of a brand – its power, its intimacy, its breadth of emotion.
While the stories and background of the brand paint one kind of picture, the associations which we make with brands comes in large part from its imagery. The images create the mood – the inexplicable feeling of kinship with a brand.
How do we want to relate to our consumers? Do we want to entertain them and make them laugh? Do we want to imply deep intimacy? To evoke more primal responses such as fear or love? All of these questions are important to both your brand imagery as well as to your sales later on. Which emotions will cause people to buy our new brand?
We create the visual metaphors that enhance the brand. If your product is an energy drink, the visual images could place you in the action of the clubbing scene or a sports event. Employing irony by using pictures of typically quiet places like a library or a church can also enhance the story by playing up its sense of humor.
The tone which you achieve will come through the expert use of brand imagery to bring out the character of the brand. We juxtapose it with concepts that can harmonize smoothly with it, or stand out in stark contrast with it, or shock you with the absurd, or reassure you with the familiar.
Further, your choice of colors, as is well known, can have a lasting psychological impact on the target audience. We can associate your brand with contemplative blues, strong and powerful reds, bright and bouncing yellows, and any combination of colors to achieve your desired brand feeling.
Our graphic designers work with you to understand how these drives and motivations affect your brand before sitting down to the work of creation.
There was a time when the only directory you ever needed was the phone book.
Business was conducted by men in rumpled suits meeting at conventions and trade shows, men in rumpled suits driving up to your place of business in Des Plaines, Illinois, of a warm Tuesday afternoon and asking to see the manager. He had a sample case, a brochure, a business card, and an order book lined with carbon paper.
Today, these images are seen only in the movies and the one vital tool that covers almost all of your business needs is your website. And the man may have a better suit.
Web presence is, in fact, your proof of existence and place in the universe. A brand can and should use its website to communicate in a direct and natural way to its adepts, its followers, and its consumers. Often, a website is where first impressions are made, where the stories and images of the brand distinguish it from a mere product on the bottom of a sample case.
Making your website truly representative of your brand is not an easy process – it is creative, innovative, highly technical, and requires the intelligent application of sophisticated tools.
A brand needs its website to inspire consumers to dream, to allow them to learn about the brand, to find themselves in its universe, and to move forward from these impulses to the purchase. The process must be smooth and intuitive, a pleasure to experience.
Moreover, by use of digital and inbound marketing, your brand’s website must be quickly findable. The Internet is awash with millions of different sites, each vying for your attention. For your brand to be readily found, the right associations, links, keywords, and descriptions must be built into the code.
We all realize that the most amazing product ever to be conceived by humans is useless if no one knows about, if no one can find it, and if no one can see it. Your highly polished and optimized website will go a long way to prevent that.
Because the consumer must discover you in order to fall in love.
Every part of your brand that is seen, heard, and felt by the consumer’s eye, ear, hand, or heart is a vehicle of communication.
Each part delivers its message to the world and each part works together with the others to ensure that people adopt your brand as their own.
It is not overstating it to say that communication is everything.
Yet before arriving at that stage, the consumer must have heard of or seen your brand. This is where communications strategies are crucial. Aside from your website, which has much to communicate, a brand must inhabit the perilous world of the social media as well. And it must be talked about by newspapers, television, and radio. In short, we want your brand to be at the top of your consumer’s mind all the time.
It is clear to all of us that there are almost infinite ways to achieve this awareness for your brand. Advertising plays a part in its very obvious way. Public Relations work more behind the scenes to ensure that people are thinking of your brand, perhaps dreaming if it. Media Relations are important to guarantee that the journalists and bloggers writing about you know what they are talking about.
In social media there are hundreds of choices as to where to be present and active – Facebook, LinkedIn, Twitter, Pinterest, Reddit, Google+, tumblr, Instagram, YouTube, and more and more and more. Which ones are right for you? Which ones will attract the most (and best kind of) attention to your brand? This is where a very carefully crafted strategy comes into play.
Georgetown Public Relations and Corporate Communications Professor Shayna Englin: “Being strategic means communicating the best message, through the right channels, measured against well-considered organizational and communications-specific goals. It’s the difference between doing communications stuff, and doing the right communications stuff.”
Once you have established your basic demographics (who are your consumers, what do they buy, where do they buy it, etc.), the work of creating the communications strategy and its implementation tools and tactics can begin.
Your strategy should look down the road to where you want to be; your tactics map the road to get there.