BUILD YOUR BUSINESS AROUND YOUR BRAND

Does your company focus on products and features rather than building an entire brand experience?

Brand-driven companies like Nike, Apple and Coke understand that customers identify with brands, not products. Products have features, while brands have emotional appeal. Successful brands connect to their customers with consistent messaging and clear positioning.

DesignCoup approaches brand development from a “Brand Story” point of view because Brands and Stories are very similar. Stories create emotional experiences where we identify with a character. Successful brands create experiences that persuade us to identify with the brand.

DesignCoup has the flexibility and versatility to create coordinated marketing campaigns within real-world budgets.

Our team-oriented approach lets us maintain consistent brand identity and messaging throughout the evolution of a product or service.

Our industry expertise includes healthcare, financial services, technology, hospitality, food industry, manufacturing, consumer products and non-profit/institutional.

The breadth of our services allows us to fully implement brand strategy. We do this by quickly launching multifaceted campaigns and product launches that include a full mix of creative elements, including:

DEVELOP A PLATFORM FROM THE CONCEPT AND STORY

A Brand Platform is an essential tool for steering a growing brand. This Platform represents the distinctive DNA at the core of your brand. At its heart is the Brand Concept – the key idea that distinguishes your brand from the competition.

Brand Concept Examples:

When you think Volvo, what one word comes to mind? Most people will answer: Safety.

Chik-fil-A and those crazy cows = No Beef.

The Apple brand has been able to transform the technology industry by following a simple mantra: Think Different.

DesignCoup creates the Brand Platform through our Brand Story® process. The structure of a Brand Platform can vary by industry, size of company, etc. 

STEER YOUR BRAND WITH STORY

How refreshing would it be to know that your brand is on the right course? DesignCoup wants to guide you to a place of smooth sailing with a solid Brand Platform. But first, we need to define your brand’s story.

We’ve designed a one-day Brand Story workshop to help you build your Brand Platform – an actionable brand strategy that will guide every individual that touches your brand. Your marketing managers, designers, copywriters, sales teams, PR personnel and outside vendors will know exactly what your brand is seeking to accomplish.

Imagine bringing your entire team into alignment, so that all creative execution, product decisions and messaging are “on brand” and on course. This goal is not too lofty. A solid Brand Story and Platform will help to equip your crew for the next segment of your brand’s journey.

BRAND PLATFORM INCLUDES

Brand Concept
The one word or concept for which the brand are known in the marketplace; the core and underlying message that is always communicated.

Brand Promise
This is how we fulfill our customers’ expectations, meet their needs and build their trust so that they become a customer for life. It defines what our customers can expect from our brand everyday.

Brand Vision
Expresses the future ideals of the brand. Setting a vision is the way to measure success.

Target Customer
The most likely user of the product or service. The Target Customer is at the top of the bell chart in terms of numbers of users.

Brand Positioning
Brands have a position within the mind of the consumer, and this position may be high or low, based on the price and quality in comparison to other brands. A clear position defines who we are and who we are not.

Brand Statement & Tagline
This summary statement answers: Who is the Brand targeting? What is the Brand product? What differentiates the Brand? What is the reason to believe? The tagline consolidates these key ideas into a single phrase.

Brand Drivers
These are the key features and emotional benefits that differentiate the brand. The Drivers make our products relevant to our target customer. They articulate our competitive strengths and guide our communication priorities.

Brand Character
The Character is the brand’s personality, defined in human terms. Our personality shapes the look, feel, voice and tone of messaging, communication and product design.

Brand Voice
This is how the brand speaks to audiences. The voice could be playful, serious, authoritative or full of attitude. Brand Voice defines how language is used in all messaging.

Brand Look
This is the visual reflection of the Brand Personality. These emotional descriptors guide the tone of our messaging, the design of the products and the look of all marketing materials.