Effective branding is at the intersection of rational, emotional, cultural, and cause-connected resonance and relevance.

What are features and benefits that attract me to the product? The buyer evaluates the brand in terms of performance, quality, price against competitive offerings.

How do I feel about my choice? Do I feel good about the purchase? Does the product bolster a sense of self-worth and confidence? Does it inspire me to be the best version of myself?

Does this product signal belonging to my tribe? A brand is a shibboleth that communicates to others an identity with shared beliefs and norms.

Does the brand message signal a commitment to something other than selling products and creating shareholder wealth? Does it have a purpose: filling a basic human need or improving society in ways that are credible expressions of the brand?

A clearly differentiated position in the market.

What makes you unique in the minds of your audience? Is it expressed in a way that is clear and memorable?

Shared beliefs
and principles.

How do we treat customers and employees? What kinds of products to we make? What is our broader mission in society? Effective internal communication sets and reinforces expectations.

Transparency.

In the age of social media, there is no place to hide. Consumers will see though advertising hype and PR smokescreens. The brand must be authentic at every level.

Unique and distinctive look and feel.

logo, color palette, typography, graphics conventions, signature photographic or illustrative styles. Design standards are codified but not rule bound and may evolve with time.

Narrative tone of voice.

How you talk to your stakeholders – literary and erudite, scientific and technical, earnest, humorous, wry and witty, hip and cool.

Creative multimedia marketing