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PERSONA + MESSAGE
Branding Process
The technical definition of branding is the sum total of all functional and emotional assets of the product, service or group that differentiate it among the competition. Ultimately though, a brand is a person’s gut feeling about a product, service or company. It’s a gut feeling because we’re all emotional and intuitive beings, despite our best efforts to be rational. Each person creates his or her own version of your brand in his or her mind. Thus, regardless of whether the beliefs a customer holds about your company are many or few, good or bad, accurate or inaccurate, they comprise the image of your brand and influence how your customer thinks and buys. We believe that, in the end, it comes down to the simple fact that people hate to be sold to, but love to buy. An effective brand’s job is to create an atmosphere that entices a potential customer to buy without having to ever actually sell.
Brand Consultation
Know Your Organization or Product
Before your brand is created, your organization should be set up for success. The Creative Bar examines both your current and future state to understand what will motivate your customers and employees. This foundation supports a brand that drives positive experiences and engagement at every point of contact.
- Analysis: Create a collaborative document to better understand your primary objectives, general history, political landscape, resources, competitors, etc.
- Collateral & Media Audit: Review existing marketing and advertising materials.
- Familiarization Tour: Tour the company, face-to-face interaction.
- Key Stakeholder Interviews: One-on-one interviews with key stakeholders to gather current perceptions.
- Demographic Interviews: Informal interview and think-tank process with existing customers. This will not only allow us to learn more about the core demographic, but also reveal targeted advertising opportunities.
Brand Implementation
To create an experience accurately reflecting a brand, an organization’s team needs to embrace the new brand and know how to use it before it’s implemented in their industry. How they answer phones, how they treat their customers, how it feels to deal with their business, the look of your website and marketing materials — these are all expressions that make your brand message work. The Creative Bar helps implement your brand by presenting the organization’s newly created guidelines to staff, the board of directors, vendors and industry press.
- Produce Implementation Guidelines and Standards
- Instructions for Employees
Working together face-to-face is crucial to creating an authentic brand. That is why we have traveled to over ten countries on four continents to effectively build and launch our clients’ brands.
Brand Development
Organizational Branding
The best time to brand is at the beginning. But what if you missed it? The obvious news is you’re likely losing profitability—not capitalizing on your “slice of the pie”, if you will. But the most important and lesser-known reality is that the longer you stay where you are, the harder it is to change you consumer’s perception of you. Companies like Blockbuster, Kodak and AOL, for example, realized this too late….
Service Branding
Services are products that people buy sight-unseen. Unlike tangible products, that shoppers can see and feel, people buy services based on their trust that the brand they’re buying from will deliver as promised. Examples of globally recognized service brands include Google, H&R Block, and…
Product Branding
Marketing a product successfully and with any kind of longevity falls solely on the brand. Your competitors may come out with a similar product tomorrow but a Harley Davidson man is a Harley Davidson man. If the bike isn’t his brand, with the same feeling and emotion he grew to love and expect from it, he won’t buy the bike…
Communication Style Guide
The most important thing when it comes to effective brand deployment is consistency. Our Communication Style Guide will explain how to properly deploy your brand concerning all things visual—from logo to fonts, colors, photo style and more.
Brand Deployment
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Marketing
Marketing is the process of teaching consumers why they should choose a product or service over its competitor’s. The Creative Bar has successfully helped many companies with different budgets define an accurate message and find the right method to educate...
Advertising & Media
As the media landscape changes, we must adapt. We recognize there are many different ways to reach your target audience. Developing an effective media strategy requires knowledge of newer technologies and divergent marketing trends mixed with a deep...
Graphic Design
The power of effective design work should not be overlooked. Now more than ever, design has a huge opportunity to prove itself as a company’s most valuable consumer touchpoint. Many factors influence a final product, and it is important to recognize the...
Web Design
The process of designing a website begins with a concept that includes planning, research, and production. Many companies use websites to deliver their brand message to their consumers directly. With technology constantly evolving, The Creative Bar offers website creation...
Video & Photography
When it comes to delivering your message to your audience, The Creative Bar has the creative talent and in-house production resources to exceed your expectations. The team handles it all, including conceptualizing, art direction, script writing...
Public Relations
The Creative Bar leads your efforts to elevate, grow and protect your brand by securing the highest levels of media coverage — then integrates multiple aspects of marketing communications, social media and entertainment marketing to...
Search Engine Optimization
While all of our sites are created on an SEO-friendly platform, additional steps must be taken to ensure consumer visibility. The more saturated your competitive market is, the more time your site will require to increase its ranking on search engines. While...
