APPROACH
Branding starts with intention and a vision and becomes real when people act in new ways.
We create enchanting brands that have a magnetic appeal that evoke powerful consumer desire in the moment. It makes choosing them inevitable and competing with them impossible.
Brands need a differentiated positioning, clarity of purpose and cultural relevance to stand out. We have a proven process for building powerful brands that has worked across diverse organizations for 20 years. Our comprehensive, future-forward, human-centered, insight-based approach is open, inclusive, collaborative and designed to give your organization ownership of the brand. We bring together deep human understanding, the latest thinking and integrated insights from different data sources, to help define your winning brand strategy.
We provide the human, cultural, brand and category insight you need to create meaningful differentiation and become compelling to your audience. From understanding the category landscape, to identifying the drivers of equity, and defining your brand positioning, we help you shape your brand for growth. As brands compete for share of mind and spend in an ever-changing market, building and sustaining a position of strength is essential to retain and grow existing customer relationships, attract new ones, and explore untapped opportunities. We help you obtain a clear understanding of the trends, context and nuances that affect consumer behavior and the marketing activities that will most efficiently drive growth
We work with you to imagine what’s possible and to create a brand that leads up to your vision in a realistic way.
How We Build Powerful Brands
After 20 years, here’s what we know about building powerful corporate brands and product brands.
It starts with a single person: their aspirations, commitment and authenticity.
Branding is a deeply human exercise. Whether it’s being driven by a Board member, CEO, CMO or individual leader, their motivation and commitment are core to making it work.
Branding is compelling and sustainable when linked to envisioning a new future.
Successful branding isn’t about fixing or tweaking where you are today. It is all about where you want to go, about seeing new possibilities, setting an ideal and moving to realize it in a realistic way.
The Branding Idea is the galvanizing element.
Aligning your business intention with a compelling, ownable idea that grabs people in their tenders is the spark that ignites it all. The Branding Idea represents the highest common denominator between what your product/company can deliver and the desires of your target audience.
Everything and Everyone speaks for the brand.
Branding is a path not a project, and everyone plays a role. It’s a state of being that everyone shares. The brand needs to activate with the people who will live it within the company in order for it to feel authentic to the people who consume it outside the company.
Learn more about BrightMark Consulting and BrightMark Clients
BrightMark Approach
Ideal Identity
Start with purpose and define your ideal brand identity.
What do we need this brand to do, to be and why? What is the North Star we are aiming for?
Brand Insights
Know the ecology of your market and discover the brand opportunity.
Here is where business intentions meet brand and culture. Rigorous secondary, primary and observational data analysis on the market, company, brand, competitive brands, buyers and influencers, channels and environments and trends shaping the future. What are the truths and hidden truths that can drive this brand?
Brand Strategy
Design a brand for the future you are creating.
Define the strategically driven conceptual solution. The brand audience, vision, mission, values, role, promise, personality, essence and big idea. Define the branding model, architecture, naming system, verbal and visual strategies of the brand.
Brand Design and Expressions
Tickle, captivate and enchant people with your brand.
Great brands required great execution. Bring the brand to life across all touchpoints: graphic identity (logo, font, colors, photography, images, icons), verbal identity (headlines, elevator pitch, messaging matrix, themes), web presence (website, social media, news sites, other), campaign (print ads, posters, billboards, videos/clips, social posts, etc.) and materials (corporate stationary, sales, trade, packaging design, etc.) and marketing initiatives.
Brand Culture Design
Everyone speaks for the brand.
Articulate and embed brand inspired values, behaviors and rituals that align and activate the organization creating a vibrant culture where people feel motivated and empowered to drive the business. We create experiences that build belief, advocacy and momentum among the people that matter most to you (employees, shareholders, customers, investors, partners).
Branded Offering
Imagine and develop new growth opportunities with the brand.
We work with you to envision, prototype, test and grow innovative products, services and business lines inspired by brand possibilities.
Brand Building
Build brand awareness, authority, trust and action.
We create the brand experiences that build belief, momentum and action in the marketplace. Using new media, traditional media, digital and analog marketing, experiential and informational moments, we launch your brand into the world where it will find, connect and engage with buyers and influencers to achieve the outcomes it was designed to do.