Branding goes beyond a trademark, specific fonts or signature colors. And it needs to be represented in action just as much (and sometimes more) than in words or images.
Our brand expression engagement is aimed at helping your organization reach into the hearts of your existing and potential customers at a powerful emotional level. By undergoing this effort, you’ll be able to differentiate yourself from your competitors and communicate who you are and what you stand for with a consistent, appealing brand voice.
We’ll start with defining your brand promises – these are agreements you make with your customers. This set of promises will also help us in developing your brand voice and equipping your team with the tools to communicate using shared, engaging language.
This project is based research, analysis and workshops to help you crystallize your organization’s unique brand expression. Travel is included – we’ll plan to spend a total of 2.5 days at your campus for on-site workshop and another day to give the final presentation. Any travel outside of this timeframe will incur an additional fee.
This project kicks off with a brand expression workshop, which occurs during approximately 1.5 days spent on your campus. During this exercise, we’ll guide you through the process of defining key factors that distinguish your brand to your students and other stakeholders.
After the brand expression workshop, we’ll synthesize all of the information you shared and prepare a presentation of our findings. At this point, we’ll suggest language for each part of your brand expression, working with you to review and refine it until it feels perfect.
Once we’ve landed on the characteristics that define your brand, we’ll develop a custom brand expression guide for you to use and disseminate to others through your organization. These brand statements will serve as your north star to help you elicit emotional responses and differentiate your offerings – all with a unified voice.
In the final step, we’ll come back on site for a day to present the brand expression findings and guidelines to your leadership and other stakeholders.
At the completion of this engagement, we’ll provide you with an on-site presentation that includes all of the brand statements you’ve agreed upon from the team workshop and resulting work.
We’ll also create a custom brand expression guide for you to use in your day-to-day efforts, which can also be disseminated to others through your organization.