We are focused on brand and identity strategy, with deep experience across multiple categories.
The brand identity strategies we develop enable organizations to be clear, compelling, differentiated, and meaningful in everything they do – and every promise they make.
Brand identity strategy supports strong organizations by inspiring clear and compelling communications across touchpoints. The better a brand can express its unique and relevant purpose, the stronger relationships it will build with their audiences. Those relationships drive brand value.
Brand identity strategy is not just about a logo or a visual system. And it’s much more than even a campaign. Brand strategy uses clear, compelling, and appealing visual and verbal tools to explain who a company is and why it matters. This drives operational commitments, hiring and investment decisions, and culture, as well as communications. When all of these elements are aligned, the organization feels the true power of a brand. Marshall Strategy exists to make this a reality for our clients.
Creating Brand Identity
A brand identity is what makes an organization unique among others. It’s how they think, what they believe, and how they operate. It’s about the real value they create for employees, customers, investors, and the world. Brand identity is important for organizations because it creates clarity, relevance, and appeal. The better an organization understands itself, the more effective it can help others understand and value its promise. With our brand identity consulting services, we help our clients communicate this in differentiated, relevant and lasting ways.
When brand identity is clear, things fall into place. Decisions become easier. Team members are motivated to do the right things. Customers and investors come for the right reasons. Brand identity should be the driving force behind decisions and behaviors, as well as visual and verbal expression. Strong brand identities build strong customer relationships.
Our Approach to Brand Identity
Our approach to identity strategy is straightforward, yet rigorous at every stage. We first seek to understand our clients from the inside out; to understand the realities of who they are, how they compete, their unique challenges, and who they aspire to be. With this understanding, we develop visual and verbal concepts that communicate their unique essence. Once we know what we are trying to say, we can get creative, finding the right voice and tone for visual and verbal expression. Finally, we provide them with the tools and guidance they need to communicate with the world.
Discovery: Our first step consists of internal and external research, to ensure we fully understand the challenges and opportunities facing each client. We deliver clear and achievable objectives, which become our touchstones in development, expression, and implementation. Having clear objectives makes decisions on positioning, messaging, and naming easier and rational instead of emotional.
Development: Armed with clear objectives, we develop multiple creative concepts, using visual and verbal tools. We bring our most promising ideas to our clients for discussion and selection.
Expression: Once we know what we want to say, the brand magic begins. We craft memorable expressions of each unique story. The deliverables in this step include logos and taglines, visual systems, and guidance on the use of photography, illustration, tone of voice, and personality.
Implementation: At this stage, the brand identity system is ready for its public debut. We work with client teams and external partners to ensure they are focused on the most impactful priorities and have clear, achievable plans to execute the new identity strategy and system across internal or external initiatives. Our approach to identity strategy provides the strong core for driving and inspiring coherence across touchpoints.
See how brand identity strategy helped inspire a new and differentiating identity for a company in the architecture and design industry. Read about our work with Revel.