Brand Identity

Regardless of their sector or customer base, most companies understand that a strong brand identity is critical to their success in the marketplace.  Brand identity expresses an organization’s uniqueness and creates clarity, relevance, and appeal so companies can successfully navigate changing market conditions over time.  However, understanding the importance of brand identity is one thing; knowing how to craft a strong brand identity is quite another.   

Many businesses rightly decide to bring in brand identity experts to lead and facilitate their brand identity work.  But what should you expect from a brand identity agency? At Marshall Strategy, we have a long track record of helping companies create a differentiated, relevant and lasting brand identity.  Provided below are insights into our brand identity consulting services to answer any questions you may have and set your own branding projects on the right track.

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Our Approach to Brand Identity

At Marshall Strategy, our approach to brand identity is straightforward yet rigorous at every stage. In summary, we first seek to understand our clients from the inside out, including who they are and aspire to be, how they compete, and the unique challenges they face. With this understanding, we next develop visual and verbal concepts that communicate each client’s unique essence. 

Once we know what we’re trying to say, we can then get creative, finding the right voice and tone for visual and verbal expression. Finally, we provide clients with the tools and guidance for all the various ways they need to communicate their brand identity to the world.

A Deep Dive into Our Brand Identity Services

For those of you who are new to Marshall Strategy or brand identity consulting in general, we’ve provided more details below on our brand identity consulting services.  

Discovery:  When we take on a new brand identity consulting project, we launch a discovery process to immerse ourselves into our clients’ business and industry.  This process, which consists of internal, external and competitive research, ensures that we fully understand the challenges and opportunities facing each client.  We then distill and deliver clear and achievable objectives, which become our touchstones in development, expression, and implementation. Clear objectives in our brand identity consulting work enable our clients to more easily make rational, rather than emotional, decisions on positioning, messaging, and naming.

Development: Development is a critical part of our brand identity consulting services.  Armed with clear objectives, we develop multiple strategic concepts, expressed through visual and verbal tools. Once this is accomplished, we then bring our most promising ideas to our clients for discussion and selection.

Expression: Once we’ve decided upon what we want to say, the brand magic begins. We craft creative and memorable expressions of each unique story. The deliverables in this step include logos and taglines, headlines and elevator pitches, visual systems, and guidance on the use of photography, illustration, tone of voice, and personality.

Implementation:  At this stage of our brand identity consulting process, 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. This approach to brand identity strategy provides a strong core for driving and inspiring coherence across touchpoints.

Read about our work with Revel to learn how Marshall Strategy’s brand identity consulting services inspired a new, differentiating identity for an architecture and design business.

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View Our Brand Identity Work

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