Depending on how far you are from attaining your brand’s strategic goals, we’ll offer a few different positioning options. They may differ in tone, or prioritize one aspect of your business over another.
Will your company fare better emphasizing product quality, or on outstanding industry insight? Again, the choice is yours – and your selection will lay the foundation for the full execution of your brand from that moment forward.
Building your brand
With your business strategy cemented and a brand position chosen, FVM begins the exciting work of bringing your brand to life. There are a few things we’ll always need to do, like define your brand’s personality to guide our work, but the rest mostly optional.
It’s optional because, as mentioned before, we understand not everyone is FedEx. Maybe you don’t have the budget for renaming every product you sell. Maybe your customers are really attached to the particular shade of yellow you currently use. Maybe everyone in your company just got matching tattoos with your old logo.
You know, common considerations.
We’ll look at what you’d like to say, what will carry the most impact, and how much time you have to roll it all out, and then assemble the brand deliverables that make the most sense for what you need to achieve.
Here are some of the things we’ve previously put together for clients. The items we consider “must have” are denoted with a double asterisk.
Strategy & Copy Deliverables
- Brand positioning**
- Brand personality guidelines**
- Core brand attributes**
- Brand naming
- Brand tagline
- Brand values
- Company purpose statement
- Company vision statement
- Product positioning
- Product naming
Visual Brand Deliverables
- Logos and variants **
- Color palettes **
- Type systems **
- Sub-brand logos or marks
- Visual and structural devices (e.g. shapes, patterns, textures, borders)
- Icons, symbols, and illustrations
- Data visualization styles
- Photography styles
- Video and animation styles
- Presentation and corporate communication templates
- Web/interactive design elements and patterns (e.g. document structure, buttons, menus)
- Sample print and interactive applications and executions
Everything you need to carry your brand forward will be codified into a living Brand Guidelines document – a resource that you, or anyone executing your brand for you, can use to ensure your position and personality come through in everything your audiences experience.
And to take things one step further, we can also create a proprietary online platform that hosts all files and allows you to steward your brand from a central hub. Here’s one we created for Archdiocese of Philadelphia Schools.
From there, it’s all about rollout. We’ll work with you to determine the best way to unveil your new brand both to the greater world and to your internal teams. The latter part is especially important, since your employees will most likely be the face of your new brand and, hopefully, its greatest advocates.
Moving right along
A well-executed brand is not something built overnight.
But it doesn’t have to take an eternity, either. With commitment on your end and ours to see the project through, hitting all our initially outlined milestones and deadlines is a simple matter. As an agency we find the branding processing exciting, and our clients’ enthusiasm further energizes us to do great work.
So if you’re sitting on a brand problem and want to see what kind of work we can do for your company, we’re ready to talk. FVM is prepared to build the perfect brand for your business… whether or not you happen to be FedEx.
* And if you are FedEx, we hope you appreciate the free publicity.