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Plan

Strong brands build around a powerful, human-centered idea - a strong belief in why they do what they do that also connects them to their community.

Our approach to planning is thorough and informed by multiple streams of data from behavioral and cultural insights about your customer to market and category analysis.

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Let’s start planning your long-term success.

Business Foundation

    • Crafting and refining business models that align with market needs and long-term sustainability.

    • Leveraging Blue Ocean Strategy principles to find untapped opportunities.

    • Creating value propositions that differentiate your brand.

    • Developing comprehensive business plans that serve as actionable roadmaps for growth.

    • Financial modeling, revenue stream planning, and operational structuring.

    • Defining clear market positioning and launch strategy.

    • Developing customer acquisition strategies tailored to specific industries.

    • Aligning marketing, product, and operations for a seamless launch.

    • Identifying growth levers and optimizing revenue streams.

    • Expansion planning: scaling without sacrificing brand integrity.

    • Strategic partnerships and business ecosystem mapping.

    • Identifying high-value customer segments based on behavioral, demographic, and psychographic data.

    • Developing targeting strategies to reach the right audience with the right message.

    • Implementing customer acquisition campaigns across paid, organic, and referral channels.

    • Leveraging data-driven insights to optimize conversion rates and lifetime value (LTV).

    • Structuring pricing models for profitability and competitive advantage.

    • Implementing value-based pricing to reflect brand positioning.

    • Creating tiered pricing and dynamic pricing strategies for different customer segments.

    • Optimizing subscription, freemium, and premium models for digital services.

Brand Strategy & Positioning

  • Research that drills deep into the Company, Category, Consumer, and Culture to inform brand strategy and market positioning, giving you a serious competitive edge.

    What You get:

    An executive report/deck with all findings and actionable tactics to begin carving out your role in the game.

  • Define your brand’s core, your compelling and unifying “why.”

    Getting this right makes marketing and business decisions ridiculously simple, ensuring sustainable growth with your community.

    What you get:

    Brand Platform: story, vision, purpose, core idea, promise, values, and positioning statement

    Visual illustration of brand platform

    Community segmentation showing how your values and their values intersect

  • We identify the open space in your market that only your brand can own—so customers choose you not just for your products, but because they believe in what you stand for.

    What you get:

    A detailed and visual report showing where (category and transcategory) and how you’re most likely to win

    Strategic framework, i.e. set of actions to guide your decision making that puts you in that space

  • A deeper dive into the brand persona and voice that allows us to craft irresistible messaging that will draw your community to you.

    What you get:

    Detailed narrative that defines the brand persona and voice

    Framework with clear actions to guide brand actions (i.e. Dos/Don’ts, responses to angered customers, replies to the happy ones, etc.)

    Taglines and canned “elevator pitches” for internal and external use

Brand Identity

  • Comprehensive audit of competitor assets to help us understand tropes and trends (so we can avoid’em) and create a truly distinct and memorable visual identity for your brand.

    For a rebrand, we add on a Perceptual Study to this to gain insight into how your stakeholders and current customer base relate to the brand identity.

  • Logo Development: Create a visual mark that embodies the brand’s core essence.

    Typography & Color Palette: Define fonts and colors that align with brand psychology and evoke desired emotions.

    Visual & Graphic System: Establish iconography, design elements, and patterns that unify branding.

    Photography & Imagery Guidelines: Set a distinct style for photos, illustrations, and videos to ensure brand consistency.

    Motion & Interaction Design: Define how animations and digital interactions reflect the brand's personality.

Brand Playbook

  • Develop a document outlining brand identity elements, including:

    Logo usage, variations, and spacing rules

    Typography and color palette specifications

    Photography and imagery guidelines

    Tone of voice and messaging principles

    Do’s and don’ts for brand application

  • Website & Digital Presence: Guidelines for a cohesive digital brand experience

    Retail & Spatial Branding: Translate the brand into physical spaces, i.e. retail and events (if applicable)

    Branded Collateral: Develop assets like business cards, pitch decks, and event materials

    Brand Activation & Campaigns: Plan launch strategies, influencer collaborations, and content marketing

  • Internal Training & Brand Evangelism: Educate employees, partners, and stakeholders on how to use and embody the brand

    Brand Compliance Audits: Regularly review branding across touchpoints to maintain consistency

    Evolution & Adaptation: Assess brand performance and iterate as needed to stay relevant in a shifting marke

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Let’s start planning.

If you’re just starting or established and have a hunch your business could use some brand diagnostics, send us a note and we’ll find time to chat and create a solution that achieves your unique goals.