Define your business goals and objectives
We need to know where you are, and where you want to go. We work with your team to find out, we conduct a goals and needs assessment, and outline your objectives.
Outline your business challenges and opportunities
This information will be gathered through stakeholder surveys, customer interviews, competitive analysis, market research and a marketing audit.
Assess your marketing strengths and weaknesses
We analyze your internal marketing structure, capabilities and assets, then create a customized approach to your branding and marketing strategy.
Business is a battle.
Brand is your weapon.
Through more than a decade of working with B2B and professional services brands, we have developed an efficient and collaborative branding and strategy process that is also flexible to your unique situation and goals.
Buyer Persona Creation
For the most effective marketing strategy possible, we design it around the characteristics, goals, pain points and buying processes of your prospects. To understand your buyers and target audiences, we conduct surveys and interviews of your internal stakeholders, current customers, past customers, representative prospects and industry authorities. The diligence and effort we put into the buyer persona process result in reliable, unimpeachable personas that provide a solid foundation and a clear direction forward for your branding and marketing strategy.
Customer Journey Mapping
After developing personas, we map out your B2B buyer journey by outlining how your prospects’ priorities change during each stage of the decision-making process. A customer journey map serves as the basis for the marketing strategy by aligning prospect needs at each stage of the buyer journey with the right channels, messages, content and calls to action.
We assess your current messaging and visual identity as a starting point for the refreshed brand. The audit includes a thorough review of your existing marketing collateral and content resources. This includes white papers, case studies, and digital footprint, including your website, blog, search rankings, PPC keywords and social media accounts. From there we assess your PR presence, including press coverage, media link profile and thought leadership visibility. This audit analyzes how well your messaging aligns with your target audiences and identifies important gaps in audience and material.
Messaging and Positioning Framework
Building off of our discovery and research, we will identify areas of messaging alignment and close gaps where there is divergence. We first create a set of messaging recommendations and present them to internal stakeholders for feedback before refining and finalizing the brand narratives and messaging frameworks.
The messaging framework includes an overarching brand narrative, market position and primary messaging pillars each supported by additional key messages and supporting messages. In addition to the umbrella brand messaging, we will also craft audience-specific messages that outline your value propositions and audience challenges.