Recent events have done all kinds of damage to brands – much of it largely invisible. Businesses have been turned on their heads. Not only are most employees working remotely, many companies have lost suppliers, given up face-to-face contact, and left customers wondering whether the brand promises they used to trust are still being kept.

We believe that a brand is much more than your web site, slogan or logo. Those are the “face” of your company, but the promise of a brand goes much deeper – and it represents your company as a whole. That’s why we look at your culture, operations and processes, too – not just the areas you’d typically associate with “traditional branding.”

After all, if your teams in Manufacturing, Sales and Customer Service are all operating on different assumptions about your brand, how can you expect your customer to understand and value your product consistently? Internal disconnects like that are the gaps we’ll uncover for you, and we’ll also find ways to capitalize more on your strengths. We’ll present your senior team with both gaps and strengths, along with actionable strategic recommendations that will bring your brand back into alignment.

If you’re thinking, “Well, my HR people can do all of this,” we respectfully disagree. Here’s why …

  • An outside source can gather useful feedback because your people will be more comfortable speaking with someone who doesn’t have access to their personnel file. This is a confidential “brand” discussion, not a morale survey.
  • You and your reports already have plenty on your plates, and don’t need to be embroiled in all this detail. But we’ll make sure you’re informed all along the way.
  • We don’t doubt that you know your company well, but you may know little of what your customer-facing employees think. Skeptical? A well-known study published in Inc. reported that 100% of front-line people knew the company’s challenges – but only 4% of those challenges worked their way up to the C Suite.

We know that you and your team have put a lot of time, effort and money into making your company successful. You’re unique, and the last thing you need is a cookie-cutter solution. That’s why we begin with you and your leadership team, agreeing upon goals, learning about you and your competitors and designing a brand exploration that is totally yours. 

Elsewhere on this web site, you can find a more detailed explanation of how we go about realigning your brand. But a better way to learn is with a one-to-one conversation. We listen hard and talk straight, so don’t hesitate to get the conversation started. Just click “Home” above, and then click “Get Started.”