Decision making is about weighing the pros and cons. Who gets to judge? Your brain—guided by your body.
Feelings have a strong say in our decision making because feelings provide value.
Feelings tell us what we need to know when we most need it. Feelings are the voice of our emotions. Brand discovery is about finding the best manner to evoke those emotions. We do extensive qualitative and quantitative research to find your right audience, what your audience craves, and how to better communicate with them.
A Persona summarizes relevant information about your typical or ideal customers and presents it in a way that is accessible and digestible to everyone in your company. Personas allow you to get into your customers’ shoes, understand what their goals, challenges, and desired experience are, and thus help you assess what features of your products and services are the most desirable and which ones the least desirable. In essence, a Persona tells you what your customers expect from your brand.
Your Brand’s Core Narrative
Your brand solves a problem. What problem is that? More importantly: Who benefits from that solution? Your brand’s core narrative summarizes in a short paragraph or two how your company improves your customers’ lives, how it makes them feel. Your core narrative is the promise of an experience. Like your brand identity, it should be consistent across all your messaging efforts. Under different scenarios and different characters, but it should always be the same evocative story
With so many options out there, it may be hard to prove that you are the best at what you do. That’s okay. What you have to show is that you are the right one. What makes you different from your competitors? What makes you the same? The competitive landscape is a summary of what your closest competitors are doing in terms of branding. You may all be offering very similar products. The difference relies on how each brand makes customers feel. What differences do you need to make salient?
Once we complete the process of brand discovery, we will present a document summarizing the concepts researched above full of tactics and suggestions on how to better convey your message. The document will follow prevailing persuasion theories and concepts from media psychology. From here you can continue on your own using the strategy as a guide, or contract our services for copywriting and content creation.
It is not until we have decided on a messaging strategy that we start working on your logo and brand guidelines. We go from the abstract to the concrete.
Identity Package: We will create a logo, a color palette, a catchy tagline, and graphics for stationery.
Brand Guidelines: This is a cheat-sheet for how to communicate your brand meaning. From mood to technicalities such as font size and color and how not to use your logo.
Branding is more than getting a new logo
Your brand is a repository of meaning and value. Your brand is the promise of an experience.
We do not decide on your branding by sitting in a room, ordering food for everyone, and throwing ideas at random. We start by asking questions. Many questions. Then by digging into mountains of information.
Our branding services are directed by a media psychology professional following the guidelines set by behavioral science and prevailing theories of persuasion. Our findings follow rigorous qualitative and quantitative research.
Decision making is tough.
Wouldn’t it be great to have a device that could sense cues from the environment to let us know what the appropriate choice to make is?
Well, that device exists. It is our gut, reacting to your emotions.
Emotions are directives of behavior.
Think of them as your operative system. They’re there to make sure that, whatever we do, we follow our ultimate goal of survival. Those feelings in your gut are the conscious perception of the changes produced by emotions. Many times, emotions and feelings work so quietly in the background that we don’t realize it was that tug we felt what made us buy that expensive computer, the shoes that everyone compliments, or hire (or marry) the right person.
Feelings of emotion are but the last consequence of a process that starts with perception. If what you perceive lacks emotional relevance, your gut won’t raise its voice to call your attention. When what you perceive carries emotional value—the solution to a problem, the tool that will lead to a solution, or a potential threat—your gut will make sure your brain does not ignore its warnings. Brands provide emotional relevance because brands carry emotional meaning.
What do your favorite brands say about you?
We choose brands for what they mean to us. Our relationship with brands relies on what we expect from them. The brands you choose represent different aspects of who you are, who you would like to be, or how you would like to be seen by others because of the associations you make with those specific brands, “engrams” in the branding lingo.
Sometimes, our preference for a specific brand is so strong that we would invest extra time and monetary resources to buy their products over similar products from their competitors. Some wait in line overnight to buy the latest smartphone or attend the next installment of their favorite movie franchise. You may not go to those extremes but have you walked further to visit a specific coffee shop, instead of popping into the closest one, or drove across town to find that particular kind of trinket you’re looking for?
In other cases, the connotations you have with a specific brand are negative: First dead than switching to Brand X! The decision follows an apparently irrational thought. There may be no noticeable difference between the products. Moreover, the brand we choose may be the most expensive one. But that is the brand we like. Our gut tells us so.
Other times, you choose brands just because of the convenience and familiarity, yet you may be willing to try alternatives when those brands aren’t available, as with Mountain High or Amazon.
The magnitude and direction of our relationship with brands depend on how we identify with what that brand represents to us. Brands don’t define who we are, but they serve as symbols to express what we are or what we aspire to be.
Thus, when defining your brand, you shouldn’t make it about you. You should make it about your customers. How does your interacting with your products or services transform them? How does your brand make your customers feel?
Your brand should be the promise of an experience.