strategy
our proprietary brand strategy process
We can guess which way to move your brand forward, but the market data from our BrandCompass™ study gives us the right direction, so our collaborative efforts point due north. This process provides the insight needed to create the right look, feel, and messaging for your organization. If you need to define your new brand—or refresh an established one—let GENERATE DESIGN be your guide. GENERATE DESIGN • Brand Strategy Raleigh, Brand Strategy RTP, Brand Strategy Durham, Brand Strategy Greensboro, Brand Strategy Cary.
To learn more, contact us.
1. Benefit Testing™
Benefit Testing™ is the first step in the Compass process. With direction from company leadership, we create 30 key benefit boards. Each board contains a separate benefits statement, along with a visual representation of that benefit. Using these boards, our researchers interview internal managers, customers, prospects, and industry thought leaders.
Based on analysis of the completed interviews, boards are ranked from most to least important. Most companies are shocked to learn that the brand perception of customers and other stakeholders is not aligned with their internal beliefs.
This information is combined with competitive analysis research to set a solid foundation for the remainder of the strategy process.
2. brand development
In addition to the insights coming from our Benefit Testing™ process, we also take a deep dive with you to discover elements of your company and business practices that can help direct the brand journey.
Brainstorming: What is our primary offering? How can we do it better? What does innovation look like?
Soul Searching: What is really good? What should change?
Big ideas: What is your “why”, your “how”, and your “what”? What will emotionally engage your customer to take action?
Brand statement: Let’s generate a message that’s memorable—and actionable.
3. brand design
Now, we put all the research and results together to create a brand look and feel that includes logo and tagline.
4. brand management, execution & maintenance
Once you and your team choose a solid brand direction and logo design, we take a systemic approach and determine how best to apply your brand identity across all mediums—into content, print, web, digital, etc. If you want to learn more, contact us. GENERATE DESIGN • Brand Strategy Raleigh, Brand Strategy RTP, Brand Strategy Durham, Brand Strategy Greensboro, Brand Strategy Cary.
