Four Steps to Building Your Brand

A brand is a promise you make to your clients. It’s a claim of distinction, a quintessential uniqueness for your agency or product. Branding results from a process of truth and self-realizations about your agency and that begins with four key components:

DISCOVERY SESSION

Once the discovery is completed, the agency uses these facts and insights gained to bring forth a…

BRAND ESSENCE

The brand essence is a short statement about your agency and what makes it interesting and unique. It’s like the theme statement you used to write in college for your term papers – everything one needs to know in one paragraph. Out of this brand essence comes a…

BRAND STATEMENT

This is your rallying cry. It’s a defining phrase that you can place beside your agency’s name. It’s the key to being interesting. With brand statement in mind, your agency should then concentrate on its…

BRAND VISUALS

Right: This is the last step in the branding sequence. Start here, and you’re starting wrong.

Four Ways to Stand Out

  1. Adopt not just a brand, but also a distinct point of view.
  2. It’s all about content.
  3. Lose the PowerPoint and get real.
  4. Maximize the first meeting.

Understand your brand better, check out our CEA program.

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