Your brand is far more than your company name, logo and tagline. It’s the sum of the tangible and intangible characteristics that make your company and its offerings unique. And the principal aim of brand-building – from developing product names and corporate identities to crafting key messages for your internal and external audiences – is to give your customers, employees and any other person who has a relationship with your company a better sense of what you do, what you’re like and why you matter. In other words your focus, your character and your core value.
Through qualitative and quantitative research, stakeholder consultation and competitive analysis, we zero in on your distinctiveness within your marketplace and identify the points of alignment between your brand and your prospects’ ‘pain points’, and then we develop a plan for helping people’s relationships with your brand expand and multiply.Corporate Naming
Marketing & Brand Strategy
Naming a company, product or service offering is tricky business; and unless the approval committee is just one person, getting consensus can seem all but impossible. By applying the learnings that come with vast experience, we have developed a naming methodology to melds high-level creativity with bulletproof strategy to help overcome some common speed bumps and roadblocks along the way to christening brands.
Does everyone in your company know how your brand is unique and why it should matter to the marketplace? If not, can you really expect your customers to know? Effective marketing begins by distilling a brand to its essence – by nailing down its points of differentiation and clearly understanding how these align with customers’ and prospects’ pain points – and then identifying the most effective ways to letting prospects know how you can fill their needs.
Internal & External Communications
People don’t engage with logos and taglines. They engage with stories, and storytelling is what Twist Marketing does best. A Brand Storybook distils the essence of your company’s vision, values, culture and character; it explores the most resonant key messages to reach the hearts and minds of your prospects; and it articulates a powerful brand positioning that sets your company apart from competitors in a meaningful, authentic way. In the process, it establishes a rock-solid foundation upon which to build focused, impactful marketing and communications initiatives.
If we had a nickel for every client who said “We need a brochure” but couldn’t explain why, our entire office would be chest-high in nickels. The tools of marketing gain their real power not from glossy paper and clever headlines but from focused, purposeful, relevant messaging carefully crafted to give a brand real meaning in the minds of its internal champions and external audiences.