Corporate Id: Brand Development
Brand Building Is Hard Work
The Greenbaum Marketing Communications approach to brand development involves a mixture of creativity, business acumen, and determination. If you want to realize the rewards given to the market leader, you must effectively position yourself as the leader. We provide strategic consulting for brand positioning, product-to-market positioning, naming, identity standards and compelling market messages that establish and support your leadership position.
We consider strong brands to have the following characteristics: a message, memorability, distinction, flexibility and appropriateness.
Our services include:
Our services include:
Brand Strategy: A proven methodology used to map your market’s landscape and pinpoint where your brand can best be positioned against the competition.
Positioning and Messaging: An audit and analysis of current activity. Recommendations for new positioning are included as are messaging strategies that will clearly establish a compelling leadership position for your company and products that increase the power of your brand(s).
The Vision Story: A foundational narrative that translates brand messages and unique value propositions into a clear and compelling story that becomes the basis for effective sales and marketing messages in sales scripts, brochures, public relations, web site material, and internet marketing activity.
Identity Creation: After an analysis of the competition, and of how your company will ultimately be positioned, several conceptual name ideas will be submitted for review, and we continue this process until we have found the perfect fit to what overall message your name should convey. Whether you are establishing your brand position for the first time, or repositioning an established brand to stay ahead of the competition we understand that your brands’ position must be consistent throughout all channels of your communications. Through targeted research and truly taking the time to understand your company, we have the insight to position your brand at the top of your customers mind. We ask essential questions to ensure we have a full understanding of your company’s desired positioning – then craft an intelligent and clear statement to provide direction and focus to the positioning of your organization.
Identity Design: A corporate or brand logo can be the most identifiable symbol in a company. Your corporate identity should be a unique visual impression that conveys your corporate or brand positioning. We know that your brand must span a variety of mediums, and are quite adept at stylizing logos and corporate identities to fit any requirement. Whether you are looking for a few color variations or to re-work elements of your identity, we provide unparalleled design insight to help ensure your name stylization has the effects you seek.
Brand Standards Documentation: A corporate or brand identity rests on the idea that it will be used consistently to uphold brand positioning. We work with clients to develop a brand standards document that displays and describes the accepted use and variations of the logo. Color specifications are defined for use in printing (PMS) and electronic applications (RBG). Specifications for stationery, recommended compatible type faces, recommended color palettes, and placements and proportions of the logo with a tagline are all provided. Our understanding of design and marketing concepts allows us to develop clean and clear cut standards manuals to ensure that no matter how your corporate or brand identity is used, it is still carrying the same meaning to the customer.
