1. OVERVIEW AND GOALS
The term “brand” has become one of those words that has almost propelled itself into the hallowed halls of business jargon due to its ubiquity and, frankly, overuse. So, for the record, we will start with what a brand IS NOT.
A brand is not:
All of these things can be expressions of your brand but they are not your brand.
Here’s the simplest way CAST design team defines branding: Branding is the energy that you create in order to fulfill a promise of a distinct, memorable experience. It’s about creating an expectation and delivering it consistently every time anyone comes into contact with your brand. It’s how you make your customers feel about themselves and their decisions when they are interacting with your brand. It’s why you shop at store A vs. store B even if the price or product might not be that much different.
Developing a strong, authentic brand and delivering it consistently is the foundation upon which every successful business is built. And we can help you lay that first stone. We’ll help uncover what makes you special, differentiates you from the competition and defines who you are and what you want to be, and what your target audience wants you to be. The development of this brand will be essential to consistently delivering the right message to the right people to create just the right reaction.
2. SCOPE OF SERVICE
1. BRAND DISCOVERY
The first step involves our team really getting to know your business, your industry, your competition and your customers. This involves meeting with your team, conducting some research, doing customer interviews and really drilling down to the core of how people see you now and how you want them to see you moving forward.
1 – 2 Hour Discover Meeting
Current Brand Analysis
Competitive Landscape – Additional Value, Products & Services, Target Market, Weaknesses, Strengths & Distribution Channels
2. BRAND STRATEGY
Once the discovery is complete, our team will develop a brand strategy unique to you. We’ll present what we feel the promise is that you need to communicate and suggest tactics for how it can be expressed throughout your business operations.
Messaging Framework – Brand Promise, Positioning Statement, Target Audience, Primary Message, & Call to Actionels
3. BRAND PACKAGE
Once we’ve developed your brand strategy and you’ve approved this direction, our designers will move into interpreting your brand characteristics in a more visual way. A standard package includes:
Corporate Style Guide
Might include other items (see: “Your Investment”)
4. BRAND GUIDELINES
Once these steps are complete and you have signed off your approval, we’ll develop brand guidelines for you. This is your handbook for how to properly express your brand: where and how to use the logo, colours, fonts and just as importantly, how NOT to use them, in order to consistently communicate your message.
Look & Feel
Colors & Fonts
To complete the work outlined in the project scope, we’ll need approximately 8 weeks from beginning to end, depending on the complexity of the project and how long it takes to receive feedback at each milestone.
Below is an example of a style guide that is used for branding your business. Included you will find the logo, logo family, color palette, and fonts. By creating a complete brand style guide, you ensure that your published content is consistent, polished, recognizable, and more enjoyable. A thorough, well-thought-out style guide puts your readers first. It creates a recognizable, engaging voice and personality that readers can form a more personal connection with.
Once full payment is received, we hand over all copyrights to you. Everything created in the process, such as concepts that were not chosen, are owned by CAST design team. We also hold the right to use the branding developed for you in our portfolio and for use in marketing collateral.
5. YOUR INVESTMENT
To unlock our prices and packages, please fill out this form. Once the form is submitted, you will be directed to a scheduling page to schedule a quick introduction phone call. We want to make sure we are a good fit for your project.
6. CASE STUDIES
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