Our signature BRANDING INTENSIVE started with a Brand Audit of Laura’s existing platform — her website, social media, and marketing materials. We evaluated the current Positioning, messaging, and look and feel of her brand. Given the subject matter, the outright frightening visuals did nothing to encourage potential clients to accept a helping hand.
In this first phase, we posed fundamental questions: Why use the color red? Why show images of blood, guts, and brains? Laura justified the imagery based on the public’s voyeuristic mentality. The framework changed with a simple question: does the voyeuristic public pay Laura? No. Laura’s income stream comes from businesses like insurance companies, property management companies, perhaps even executors and estate managers. These are her target audiences.
The immediate takeaway: Laura needs to appeal in a B2B (business-to-business) market, not a B2C (business-to-consumer) market.
Rather than reminding people of tragedy, we recommended a fundamental shift: create a Brand Positioning that has her target audiences think of her before tragedy. In other words, Spaulding Decon becomes a resource to restores peace of mind—similar to insurance companies—if and when a tragedy should happen. To reframe the conversation so clients focus on solutions, this Brand Idea formed: “Restoring Peace of Mind.”
To support this new Brand Positioning, we created a B2B-focused Visual Identity that includes a logo / brand mark of two hands coming together, symbolic of help in “restoring peace of mind.” The color palette now uses blue, along with green and some orange, to help shift into a mood of trust and peace of mind.Read More
Over the course of a year-long engagement, BRANDING FOR THE PEOPLE delivered the following:
- Brand Strategy / Brand Positioning
- Brand Guidelines
- Brand Architecture
- Creative Services
- Visual Identity (logo suite, color palette, graphic elements, photography style, typography style)
- Website Design
- Website Development
- Ongoing Brand Consultation