Brand Research & Analysis

Competitive Audit

  • What are my competitors doing?

  • What are they doing in the market?

  • Who am I competing with?

  • How do they market themselves?

 

Brand Audit

  • How are we marketing ourselves?

  • What message are we sending to our customers?

 

Brand Perception

  • How do our community members describe us?

  • How do our employees describe us?

  • How does our leadership describe us?

  • What do we stand for?

Branding Strategy & Visual Design Guidelines

BRAND PURPOSE

  • Why a brand exists.

  • A mission statement.

 

UNIQUE VALUE PROPOSITIONS

  • Business differentiators.

  • What a brand does that’s different or better than the competition.

 

BRAND CATEGORY

  • A group of companies with whom you compete.

 

BRAND NICHE

  • A subset of a brand category that a brand wants to own.

 

BRAND POSITION

  • What the market thinks of a brand.

 

PERSONAS

  • Target audience. The groups a brand sells to.

 

VISUAL DESIGN GUIDELINES

  • Brand tone, voice, positioning statement

  • Logo (​primary, secondary, logotype, icon)

  • Font Families (for print, online, editorial)

  • Colors (primary, secondary) 

  • Photography (style, logo placement) 

  • Iconography & Illustrations 

  • Graphic elements 

  • Stationary Guidelines 

  • Online Media Guidelines

  • Email Marketing Guidelines 

  • Print Media Templates (postcards, mailers, fliers, ads, etc.) 

  • PR & Media Strategy 

Implementation

Marketing Material

  • Design business cards, email signatures, brochures, pitch decks, leave-behinds, banners, etc. 

  • Specializing in Annual Report design 

 

Photo Sessions

  • Professional headshots of team 

  • Lifestyle Photography 

  • Product Photography 

 

Website Design 

  • Recommend changes to existing website that reflects brand & visual design guidelines OR 

  • Create brand new website (homepage, Landing Page, Blog, Calendar, FAQs, etc.)  

 

Monthly Marketing Plan (Typical Plan)

  • Target list of best clients to reach out to for Yelp, Google, and NextDoor reviews 

  • Social media content creation (weekly)

  • Email marketing (every other week) 

  • Photography (one 1-hour session/month)

  • Short Videos (15 & 30-second videos with specific call to action)

  • Blog Articles (2 per month) 

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