Elevate your brand
Stand out from the crowd and create a lasting impression.
Your brand is your identity - make it stand out
Leave a lasting impression by building a brand identity that reflects what you do for your community.
From building your identity, crafting your brand strategy, and developing assets, build a consistent identity for your business.
Branding process
Are you a new company looking to establish a brand or an established organization looking for a brand refresh? Here is the process we follow to help you build a brand that you will be proud to market with.
Discovery
We learn about you, your goals, and who you serve through surveys, interviews, and/or interactive sessions.
Core messaging
We help you craft a clear, concise, consistent message to communicate your brand’s value proposition.
Design concepts
We work with you to develop variations for your design elements. These may include your logo, typography, colour palette, design elements, collateral and website design.
Production
Once a design has been selected, we will help you create a style guide, port all your existing collateral to the new look and feel and go live with your new brand.
Anu was an integral part of expanding our AIS group’s marketing reach into the maritime information market by helping us hone our message and brand. Anu quickly learned our business, was pro-active in presenting new ideas and approaches on how to position ourselves better both in digital media and in conferences, events and presentations.
Andrew Loretta,
Senior Director, Maritime Business Development, ORBCOMM
Branding FAQs
General branding
What is branding?
Branding and brand messaging is how you communicate who you are to your audience, including customers, partners, suppliers, and employees. Your brand comes across with every touchpoint – your words, tone of voice, logo, images, website, colours, and so on.
Branding often includes a visual brand identity, mission statement, values, and unique narrative.
Having a brand helps quickly identify, set expectations and build trust in an individual or organization.
Why is brand messaging important?
Brand messaging tells your story, establishes trust with your audience, distinguishes you from your competitors, influences buying and employment decisions, and helps establish your company culture
What are the elements of brand messaging?
Elements of your brand messaging framework include:
- Vision statement – A future and aspirational goal of what you want to see achieve or change in the world.
- Mission statement – “Why” your business exists.
- Values – A set of guiding beliefs and behaviours that drive your brand’s culture, vision, and mission.
- Positioning statement – A summary of what you will deliver (promise) to your target audience.
- Differentiators – What sets your brand apart from your competitors.
- Value propositions – Short statements that define what you can do for your customers.
- Voice – How you present (personality) your brand to your audiences.
- Elevator pitch – A very short description of what your company does for whom and why that uses simple words.
Rebranding
What is a rebrand?
Rebranding is a marketing initiative where an organization’s brand is changed to develop a new, differentiated identity in the minds of stakeholders such as customers, partners and investors.
A rebrand can be a small change (i.e. update logo) or a big change (all new brand identity and messaging).
When is it time to rebrand?
The decision to rebrand should not be taken lightly as rebranding carries risks. Your audiences are used to how you look and communicate and may connect with you in the same way.
On the other hand, if your company is looking to be more current, is looking to reposition itself in the market or has undergone a merger/acquisition, a rebrand can revitalize how your company is perceived.
It is best to consult with a marketing professional to work through the factors to consider before taking a decision to rebrand.
Product messaging
What is a product marketing messaging framework?
Product messaging includes many elements, including a product description, the values/benefits of your product, who will buy or influence the buying decisions, the challenges faced by customers who may purchase your product, competition to your products, and unique differentiators.
Why is product messaging important?
Product messaging is crucial because it shapes how customers perceive and understand a product, influencing their buying decisions and overall experience.
Effective product messaging translates complex product features and benefits into clear, easily understandable language, helping customers quickly grasp what the product does and why it’s valuable to them.
It also helps to distinguish your product from competitors by highlighting unique features, benefits, and the value proposition, making it clear why customers should choose your product over others.
Finally, consistent messaging across all marketing channels builds a cohesive brand identity, reinforcing your brand and establishes credibility and trust with customers.
How do I create product messaging?
Here’s a structured approach to help you create impactful product messaging:
- Understand your target audience: Identify the industries, buyer and influencer personas for your products/services.
- Identify pain points and motivations: Identify the specific problems your product addresses and the benefits that will motivate your personas to buy.
- Define your Unique Value Proposition (UVP): Clearly articulate what makes your product unique compared to competitors. Don’t forget the “do-nothing” option.
- Craft key messages: Develop a core message that succinctly captures your UVP and supporting messages that expand on your core message. These should cover specific features, benefits, and use cases.
- Develop messaging framework: Create headlines, subheadings, body copy and call-to-actions (CTA) for your various personas to ensure consistent communication about your product.
- Test and refine: Gather feedback from real users and stakeholders and make adjustments to ensure clarity and impact.
What is the difference between product positioning and messaging?
Product positioning is the process of establishing and promoting a product’s unique value and place in the market relative to competitors.
Product messaging is the content (words and images) to convey a product’s value, features, and benefits to the target audience.