Brand Traction

Brand Development vs. Branding
“Branding” can be described as the consistent use of colors, graphics, and motif.  It can be the typography…  perhaps a distinctive spokesperson, or an insignia or mascot. Branding is making sure our logo is always positioned just so, with the correct font color and alignment.  It is the Energizer bunny, the Golden arches or Heidi Klum representing Victoria’s Secret. These are elements of their brands and part of the success of the brands, but they are not the reason their brands are successful.  Branding is merely art direction until the brand essence has been defined.

What makes a brand truly successful is taking time to uncover and identify the combination of the brand’s “true essence”, its core values, and Unique Buying Points (UBPs) that define a brand's claim of distinction. This unique combination describes the “advantages” that no other brand in the category has.  This is true Brand Development.

“Brand Traction”
We’ve named our brand development process “Brand Traction” because it gives you the grip your brand needs to pull away from your competitors. At its core is brand discovery, the means of uncovering the foundation from which to build a unique branding concept and the subsequent defining “brand description.” It is the process of gaining a detailed working understanding of your strengths that guides the brand development process.