BRAND: It’s Where Everything Begins

Purpose

Perception matters.
Every business has a brand, whether it’s created intentionally or is just a random by-product of your market’s assumptions. Proactively creating your brand is far more powerful than passively allowing your customers to form their own perceptions in their minds whenever they come into contact with your company. This is how you can gain control over how your brand is perceived. And this is the key to whether your customers decide to buy from YOU.

Process

The branding process establishes a set of conceptual guidelines which will drive consistent messaging and design direction as branding tools are developed. The first step is to begin to answer the questions in the following online form. From there, we will move onto:

Add-on services:

• Validation Research – Your brand touches every part of your business, both internally and externally. That’s why it’s imperative that we poll employees, customers, vendors, and the broader consumer audience to validate your brand’s values. If your employees don’t believe your brand values, why would customers or investors buy into them? (This step is only available for organizations with 25 employees or more.)
• Non-Verbal and Body Language Branding– The old saying, “It’s not what you say, but what you do” really does matter in business. Did you know that body language alone accounts for 93% of what is perceived of you and your brand? Let’s discover how specific non-verbal messages affect your client, investor and public relations.

Important to Know: The Difference between Logos, Identities & Brands

These terms are often used interchangeably, causing confusion about their place in marketing. They have different purposes and relate to each other in this hierarchy:

1. A logo is a symbol, a wordmark or a combination of the two that represents an entity visually. It should be used as consistently as possible to reinforce immediate recognition (think McDonald’s Arches or the Nike “swoosh”).
2. An identity is how the logo is deployed on an organization’s materials to create continuity among all the marketing and communications of the organization. Consistent application reinforces familiarity with the organization and builds trust.
3. A brand is the set of promises that your organization makes to its customers. It is conveyed anywhere the public has contact with your organization. All the impressions that accrue from those interactions add up to your brand. It exists in the minds of your audience and functions as your reputation.
   

   Getting Started

   These questions should be considered before the onset of brand development — most people need about 10-15 minutes. Your responses to these questions will provide the preliminary basis for further exploration. Be as detailed as possible, and feel free to include additional information you might feel is relevant. If you don't know how to answer a particular question, "I don't know" is a valid answer and will help to move the process forward by identifying a need for more thought. *Required

   First Name*
   

   Last Name*
   

   Job Title*
   

   Email*
   

   Business Name*
   

   Phone Number*
   

   What is the purpose or mission of your organization?*
   

   What do you offer to your clients or audience?*
   

   What makes you unique or sets you apart*?
   

   What sort of image do you want to have*?
   

   How do you think you are currently perceived by your market/audience? How would you like to be perceived?*
   

   List your top five primary competitors and their specific strength(s), reputation or market position (what they are known for).*
   

   How do you want to be positioned against them?*
   

   Why should people buy from you instead of the competition?*
   

   Imagine it is 10 years from now. Complete this sentence: I know the branding worked because....*
   

   How would you like us to take the next step?
   Call meEmail meZoom call

   Anything else you'd like to add?*
   

   How did you hear about Saxon Creative?
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