FOCUS AREA: Marketing
PROCESS: Strategy, Design, Implementation, Accountability
01. About
The importance and depth of value of a strong brand is hard to overstate. Therefore, it should be handled with care, with purpose, in a collaborative environment, and with proven, thoughtful guidance from experienced brand engineers.
When we discuss brand evolution we are conveying the idea that brands exist even if branding initiatives have not yet begun—they are the organization’s mission, products and services, value proposition, market position, and perception. The actualization of a new brand or revising one is both an analytical and creative process.
02. In Action
Whether starting from a napkin drawing or revisiting an established global brand, the evolution of a brand has many steps. An appreciation of the organization and what they offer, what makes them remarkable, and what their stakeholders gain from them is imperative in the early stages of analysis and ideation. Research, data, multi-layered input, and a lot of white boarding carry the process further. Branding also takes a particular mind-set from the company’s leadership and an open mind from the creative forces developing it. Composing colors, fonts, logos, positioning, media outlets, internal values, comparative analysis of competitors, and many other components can be involved.
In that way, the scope of a brand project can vary wildly. It is my belief that the level of branding necessary is not a one-size-fits-all answer. Every situation is different, and understanding this is what makes my branding work efficient and effective. I also have found that it is important to align the right creative talent to each particular branding project—not every creative person can do every brand. My leadership over the pragmatic and aesthetic forces needed to evolve a brand is a key part of the process.
I worked extensively with Ramsey to develop the brand for my law firm. He guided me through the process of thinking through our brand vision, working with the stakeholders to develop the feel, look, and representation of our brand in the marketplace, and then guided us through design and deployment of a website and brand elements that we’re very proud of. Our clients love our branding, and our colleagues and collaborators are impressed (if a little jealous)! Ramsey took a process that could easily be overwhelming and broke it down into manageable components, leading us through brand discovery in a very rewarding and effective way.
– MATT McCLINTOCK, Founder and Executive Managing Director
I love Jonathan’s work…LOVE IT!
– JUDY JONES, National Business Development Manager