We are not afraid of our limitations. They define us.
We are experts in brand strategy. We don’t create advertising or websites. We don’t design logos. We don’t invent names. We are not architects who tell you they can create your brand strategy before designing your new iconic structure.
In fact — and this may surprise you — we seldom ever create a brand strategy. We help you do it. You are the content expert. You know your business strategy and your market better than we ever will. We are the process experts. We know what questions to ask. We demand that you get outside your own skin and into that of your customers. We recognize when you are stopping short of a great result and we call you out when it happens.
We use an analogy of a tree when thinking of brands. When you look at a tree, you see the strong trunk, the broad branches and the leaves. You can tell that the tree has thrived for years. With a brand, a customer may see the advertising, the trade shows, the web site, sales force, pricing and social media. But what makes a tree strong is not what you can see, but what is happening underground in the root system. And what makes a brand strong are the strategic underpinnings that the customer cannot see directly. In essence, we work with you “underground.”
Brand development is a process, not an event. Our job is to help guide you through a brand’s creation or evolution, to look ahead towards milestones that might not be apparent to you in the moment.