Believable Brands are the output of organizations that know why they exist and make it purpose explicit in everything they do—they’re about purpose as much as product.
Today’s consumer is inundated with choices across every industry category. Our process begins with a focus on identifying and amplifying a brand’s core purpose—as opposed to starting with a product’s key point of difference—to serve as the basis for preference in a crowded, noisy marketplace. This is where a Believable Brand begins.
Company culture is the secret sauce that drives brand value. The question isn’t whether yours is good, but rather if it is intentional. We refine or define the values that align individual behavior with organizational purpose, helping leadership transmit and make those values explicit in every corner of the enterprise, from long-term planning, governance and product development to vendor relationships, hiring and employee development.
When the customer experience is disconnected from the brand’s explicit purpose, those customers feel dissonance and disbelief. We help to align experience with purpose by focusing on experiential design as an extension of your values-led culture. Intentional design of web, digital, environmental, social and/or sales experiences, aligned with purpose, ensure that the brand is living up to its promises and customer expectations.
We leverage marketing and advertising to communicate the brand’s purpose in useful and delightful ways. And while purposeful content can absolutely feature product benefits and promotions, we don’t recommend the latter without firmly establishing the former. It is only when company culture, customer experience and communications are in alignment that a brand can become truly believable.