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How to use all five senses in branding
Branding, as we've said a thousand times before, is all about consistency and cohesion. The goal is to develop a distinct presence or personality that your audience recognizes even before they see your name or logo. And to do that, you have to do more than just...
Building Company Culture: Your brand’s way of life
Brand Strategy is a tool that you can apply throughout your business, in all your actions, processes and communications. That's why we urge entrepreneurs to start developing their Brand Strategy before they create a logo and a website, before they set up their office,...
Brand Strategy Review
It's that time of year! Goal setting and resolution writing as far as you can see. When it comes to Brand Strategy your first goal should actually be: having one. If you're already ahead of the crowd with a proper brand strategy in place, then you still need to review...
Branding Archetypes: Brand Persona vs Audience Persona
When our clients learn about how we use archetypal psychology to guide the development of their brand persona, they often get pretty excited. Usually, they're at least somewhat familiar with Carl Jung and his concept of archetypes. But before we can jump into creating...
Luxury Brands, part II: Elevate your style
In our last post, we tried to convey the importance of an effective Brand Strategy for connecting with clients of a higher income bracket. If you haven't already, we recommend taking a quick look at that article before diving into this one. This week, we want to get a...
Strategy Call: Is it time to build a Luxury Brand?
One of the top priorities of a good chiropractor is to make the body more adaptable to a changing environment. And when the economic environment is changing, your business needs to know how to adapt as well. It's impossible to predict the future, but with any shift in...
The Hero Archetype in Chiropractic Branding
Building a Brand Strategy is a little bit like writing a screenplay. While there are a few essential elements — like a problem, a solution, and a field of authentic emotions — there’s no absolute formula that every artist must follow. Creativity and originality are...
7 Reasons why it might be time to rebrand
Change is difficult. It's so much easier to coast along in cruise control. But change is also inevitable. And nowhere more so than in business. Just when you think you've got everything in your business dialed in just the way you want it, it's time for a rebrand here...
Building Brands for Small Business: Can you just do it?
When small business owners study brand strategy and look at examples of excellent brands, their first reaction is, “Sure, if I had a company the size of FedEx and an in-house marketing team that occupied three floors, I could build a revolutionary brand, too. But how...
The Healer Archetype: Brand personas for health care providers
In developing Brand Strategies for our clients, we rely on personality archetypes to help identity and amplify the core characteristics of both businesses and their audiences. Archetypes reside in the universal wellspring of consciousness, allowing us to draw upon...
9 Steps of Brand Strategy Action
Everybody seems to have a different understanding of what a Brand Strategy is, how to develop one, and how to implement one. Some people think it's a marketing plan, and others believe it's little more than your logo and color palette. In fact, it's something we find...
Storytelling and Brand Strategy: The Audience Journey
Storytelling is something relatively new in the arena of brand strategy. At the same time, storytelling has always been with us and always will be. But a lot of advertising misses the point when it comes to brand storytelling. So how can businesses use storytelling to...