SERVICES what is a brand?

Brand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. When you think Volvo, you might think safety. When you think Nike, you might think of Michael Jordan or "Just Do It." When you think IBM, you might think "Big Blue." The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product.

While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca Cola, the fact is that more people buy Coke than any other cola and, most importantly, they enjoy the experience of buying and drinking Coca Cola. The fond memories of childhood and the refreshing taste that people have when they drink Coke is often more important than a little bit better cola taste. It is this emotional relationship with brands that make them so powerful.

Our branding process for your company is divided into three areas:

Discovery
In this phase, OT strategists immerse themselves in your brand. We sponge up data — talking to customers, past customers, prospects, front-line staff, competitors and industry experts.

We place a great emphasis on one-on-ones with your executive team, working to gain understanding and buy-in.

Analysis
In this phase, we go into our "black box" and think, mapping out potential brand positions and strategies. But instead of returning weeks later with "The Answer," we invite our clients and outside experts into the middle of the process before everything is cooked. We want to challenge everyone's thinking (especially our own). Input from these sessions is then incorporated into our final recommendations.

Action
With your business goals at the starting point, we present our observations, recommendations, priorities, strategies, tactics and action plan. We take clients and their management teams through our thinking, reviewing the roads not traveled as well as the smartest path. The result: branding efforts that are true, insightful and actionable.

Examples Of Our Work>>

Contact us today to discover how a new corporate branding program can take your business forward in new directions.