Listening is the key. At the start of our relationship, we like to learn everything we can about your organization. The pertinent facts rise to the top during our Discovery Process, a structured series of exercises in which your team and ours come together to address strategic questions. We use the answers to build the Six Ps, which inspire the UBI — the Unifying Brand Idea that inspires organizational performance and market appeal.

The Six Ps of Branding

Positioning: A positioning needs to be relevant, credible, and differentiating in order to be a foundation for your brand in the hearts and minds of your prospects. We identify your positioning through a careful analysis of your strengths and weaknesses within your competitive set. The Six Ps start here — and with defined positioning, we build the remaining ones.

Promise: The promise of your brand sets expectations both internally and externally. We articulate the positioning in a simple promise statement for the corporate brand and for the product and service sub-brands.

Presentation: Presentation links the visual and verbal symbols of the brand. Essentially, it’s the look and feel of your brand and sub-brands, delivered consistently in all media and touch points. Presentation includes corporate and product logos, taglines, program names, and more.

Personality: The brand’s personality is what connects it emotionally with target audiences. The personality is expressed in the tone, “voice,” and style of communications. We will define the personality traits of your brand and express them creatively to ensure you are approachable, likeable, and respected.

Propositions: The brand propositions connect the brand rationally with the target audiences. Propositions support the brand promise and make it credible.

Pipeline: The pipeline is your communications delivery system. We develop media-neutral plans to ensure that your entire delivery system — at every touchpoint — expresses your brand effectively. Our recommendations are based on careful examination of the relevance, marketing power, and efficiency of every potential element of the pipeline: advertising, public relations, interactive, e-marketing, Webinars, collateral, speaking appearances, grassroots marketing, events, and association marketing.

Contact us to set up a free Mini-Discovery Session to reveal your brand's UBI.