THEMES

A key to defining your brand image is establishing a strong corporate theme. A memorable theme line helps your company or brand stand out from the others and connect with your target audience in a meaningful way. It also reflects your positioning. And it helps you build recognition or seize new market opportunities. A corporate theme not only serves as a magnet for potential customers, but also as a motivator for employees. And it’s a powerful strategic investment for helping ensure your success.

At Brand Essence Solutions, we can develop a theme for your company that is unique to your brand – and the foundation of all your communications. We do it with our 5-step DEPTH process.

The Discovery process is our initial fact-finding phase, where we focus on your objectives, listen to all of your impressions and sensitivities, and formulate a plan. Here we talk to customers, prospective customers, as well as those who use competitive products.

In the Evaluation phase, we assimilate and assess all of these insights. Then we begin to formulate several potential company or brand positions based on your strengths, differentiating factors, and brand personality. We then articulate and present these various positions to you.

In the Positioning phase, we narrow down the theme your company wants to instill in the minds of your target audience. Positioning may involve laying out the all-important foundation for a new company or product, or redefining a weakly expressed position. Or it might reposition a product to capitalize on new market opportunities.

In developing a Theme, we offer several positioning lines for each potential positioning platform. Experience has shown us that choosing a theme line clearly reflects your company’s marketing objectives and helps shape your communications platform. A well-developed corporate theme is also an investment in your company’s future success.

Finally, we organize a Hierarchy of key messages that flow from the positioning and theme line. These messages will become the bricks and mortar on which you build your brand and communicate your features and benefits – through targeted media that reinforce your theme line and differentiating position.

Giving your identity creative expression

With a corporate theme in hand, we can flesh out your identity by creating the powerful visual expressions of your brand. This can include a memorable logo, color palettes, font types, graphic styles, and other design elements essential for a consistent look and feel. Working with traditional and e-marketing partners, we’ll also help you determine which tactics are most useful to achieve your marketing objectives. And we can implement those tactics – creating memorable ads, brochures, websites, videos, and other promotional materials.