BRAND REFRESH
Crystalizing the core aspects of your brand by sharpening your brand story, so you can break through the clutter
PERFECT FOR YOU IF:
Have a straightforward business but looking to pull all the pieces together
Looking for a polished brand identity to attract consumers and possible VC investors
Looking for a consistent brand positioning to brief creative teams and align internal management
INVESTMENT
Brand Equity + Verbal Identity + Messaging Strategy = $16,000
Timeline: 3-4 weeks
The Brand Refresh
The Brand Refresh pulls all critical Brand elements into a cohesive story with practical Verbal Identity and Messaging Strategy (consumer sample copy, tone, messaging pillars, etc) so you can immediately hit go on your assets!
THE 4 STEP BRAND REFRESH PROCESS
01. Research + Discovery
Is about understanding your brands, mining for consumer insight and understanding the competitive landscape.
Brand Questionnaire
Kickoff Meeting
Comprehensive key stakeholder interviews (1:1 video calls)
Competitive assessment (team to identify 3 competitors)
Insightful consumer interviews (one-on-one video calls)
Informative online customer reviews
02. Strategy
Pulls all the pieces together to lay the brands foundation for growth
Brand Equity
Brand Purpose
Brand Mission, Brand Vision, Mission
Brand Benefit / Unique Value Proposition
Brand Values and Personality
Consumer Persona and Pain Points
Consumer Hesitations and Responses
03. Verbal Identity & Messaging Strategy
Verbal Identity
Brand Tone
Brand Voice
Sample copy messaging – headlines, main copy points
Messaging Strategy
Communication Pillars
Key reasons to believe by pillar
04. Implementation
Ensures a cohesive brand experience across all consumer touch points
Final Deliverable Designed Brand Book (15-25 pages PDF) including:
Brand Equity
Verbal Identity
Messaging Strategy
Team Support: I can partner with your design team creatives -web designers, copywriters, etc. - to ensure brand identity consistency across all verbal and visual touch points.
“Now we have a compelling Global Brand Vision – that tells one cohesive story about the larger impact PepsiCo is making on global food security – amazing work and on a quick deadline.”
“Food for Good saw exponential growth in 2020 and we had to decide to remain focused on childhood hunger in the US, or expand globally. We were getting media traction but did not have a strong brand vision or strategic communications framework. Senior leadership made it very clear to us that determining Food for Good’s strategy was top of mind for the company. However, we were confused about where to start and where to go in the process.
Now we have a compelling Global Brand Vision for Food for Good that brings together all our efforts across PepsiCo underneath one brand, to tell one cohesive story about the larger impact we are making on the global ecosystem of food security. This has never been done before and is a totally new way of thinking for the PepsiCo Foundation. As a nonprofit we have a scrappy budget and working with Kim and Anouk provided us amazing work and on a quick deadline.”
— Lucie DuFour, Brand & Communications Manager, Food for Good, PepsiCo
HOW IT WORKS
We chat. Good fit?
Contact me to discuss your Branding needs. I’m interested in learning about the project – issues, goals, timeline. You get a sense if we are the right team for the project. Good chemistry?
Business Proposal. Big Decision.
If we have good chemistry, we take another small step in the relationship and setup a meeting to review your Business Proposal (includes process, deliverables, a firm project quote, and proposed timeline). After our call, you make an important investment decision. Ready?
You invest.
You make the important decision to invest in your brand and believe you’ve got the right team for the project! Once you accept the Business Proposal, sign the Agreement and make an installment payment, we’ll finalize your project Kick Off date.
We think. We work.
We get to work, following our game plan outlined in your customized Business Proposal.
01: Research
02: Strategy
03: Identity
04: Consistency
Debriefs and check ins.
We schedule key team debriefs and milestone check ins along the way, which are outlined in the Business Proposal to make sure work is on track and you are a happy, satisfied client.
Final Deliverable (and celebration!!).
You receive a designed Brand Book for a supercharged brand. You speak with a unified voice to creatives, consumers and internal teams. I also stick around for any additional team support to ensure brand identity consistency across consumer touch points.