Branding & Identity

We begin by conducting qualitative and quantitative research that helps us gain a solid understanding of a client’s current brand or current market position (if we are building a brand from scratch). This phase includes internal interviews and surveys, customer and non-customer focus groups and brand-recall phone interviews.

A solid branding strategy and direction creates an authentic, ownable position for our client and provides an emotional/rational reason for prospective customers to choose it. The strategic steps in this phase include:

• Review of any existing research, customer feedback and marketing materials
• Analysis of new Phase One research
• Development of a creative brief containing a situation analysis, objectives, target markets, budgets, timeline and metrics for assessing results
• Development of a unique brand promise

After a brand promise is developed and approved by our client, Smith Kroeger proceeds with creative materials that include:

• A strategic roll-out document that specifies how the new brand will be launched internally and externally and includes media/creative recommendations and a chart of hard deadlines for deliverables
• All branded collateral (printed, digital and social)
• A branding guidelines booklet

The Brand Sustainment phase of our process includes:

• The assignment of a Smith Kroeger brand team (account manager, creative director, copywriter/producer, public relations specialist, social media specialist, production manager, media planner/buyer, digital designer and proofreader) dedicated exclusively to our client
• The involvement of this team in the ongoing management and coordination of the brand sustainment campaign
• Follow-up brand-recall research performed 18 months after the rollout of the campaign