THE SHAPED PROCESS
THE SHAPED PROCESS
CLARIFY IT.
In the Clarify phase, assumptions are stripped away to unearth a brand's absolute core. This involves intensive exploration and definition of the Brand’s Purpose (the 'why' – the driving force behind a brand's existence), Vision (the 'where' – the inspiring future to build), Mission (the 'what' – the actions to take), and Values (the 'how' – the guiding principles that shape culture and decisions). Through collaborative exercises and deep discussions, a crystal-clear clarity on an authentic brand identity is gained, fostering vital internal alignment and conviction across an entire organization. This step forms the bedrock upon which a significant brand is built.
IDENTIFY IT.
The Identify phase focuses on precision in the marketplace. Comprehensive research identifies an ideal audience's everyday lives, pain points, and deepest desires, understanding how a brand can positively impact them. Simultaneously, meticulous analysis of competitors reveals successes, failures, niches, pricing, and service levels. With this dual understanding, a compelling difference – a unique value proposition – is crafted. This unequivocally separates the brand from the competition and provides a clear roadmap for powerfully resonation with an audience. Strategic identification ensures a distinct and advantageous position.
PERSONIFY IT.
Personify phase - a brand begins to breathe. A unique brand personality and voice are meticulously designed, utilizing brand substance and audience insights to synthesize and identify archetypes that resonate most authentically with the target audience. Creating a 'human brand' – a relatable entity that speaks and feels distinctive. A well-defined persona allows a brand to grow beyond a mere product or service, fostering emotional connections and making it memorable, approachable, and capable of evolving. This step ensures a brand is not just known, but felt.
AMPLIFY it.
Amplify phase - a brand is equipped with tools to speak with clarity and impact. This involves developing a robust Core Message Framework, creating macro messages for audience recall, supported by a variety of micro 'frames' for consistent application across all touchpoints. A powerful Storytelling Framework is then established, often leveraging the 'Hero's Journey' to craft compelling narratives that resonate emotionally. These stories are broken down into adaptable snippets for implementation into all marketing efforts. Finally, strategic names, taglines, and hooks are developed, all designed to amplify a full brand strategy, ensuring messages are heard, understood, and acted upon.
SOLIDIFY it.
In the Solidify phase, a brand's strategy and expression are brought together into a cohesive, tangible form. This involves developing a comprehensive Brand Identity System, including precise guidelines for logos, color palettes, typography, imagery style, graphic style, and more. Focus then shifts to Brand Presence – all the ways a brand appears in the world. This ensures seamless and consistent brand application across the website, marketing collateral, social media, and every external touchpoint. By meticulously refining a brand's visual and experiential elements, its appearance is solidified, building unwavering recognition, trust, and a strong, consistent market presence.