The Branding and Positioning Process
Our Process: Approximately 4-6 weeks
Ask 100 people to define what a brand is, and you’ll likely get 100 different answers. But because we live in our particular 21st-century society, everyone thinks they know—or at least should know—what branding is.
“A brand is not a logo. A brand is not an identity. A brand is not a product.”
--Marty Neumeier
At Treebird, we like to keep it simple.
A brand is an expectation. Strong brands first establish and then fulfill or even exceed that expectation. Brands that fail either never establish the expectation to begin with (Wait, what do they do?), or overpromise and underdeliver on it (Oh, they’re the worst!).
So how do we help build your brand?
Our goal is to help you achieve single-mindedness (the narrower your focus, the stronger your brand), and to own a word in the mind of your prospects (We call all “soda” Coke down here). To get there, we do a lot of close work with you to hone your vision, discard some illusions, put your promise into real, concise, concrete words, define your audience, and analyze your competitors.
Then we position your brand.
This is where logo, graphic identity, colors, word choice, website design, publicity, and advertising come into play.
Positioning is all about differentiating you through a combination of art, science, rhetoric, and a dash of intuition. Branding is probably so nebulous because it’s so often centered on feeling, on intangibles.
But that doesn’t mean it can’t be defined—it just means you need a process and a partner to lead you through the muck and mire. That’s where Treebird comes in.