We specialize in focusing a brand into a powerful niche.
A laser comes from a relatively weak source of light, but when its energy is focused it can become a very powerful tool that can cut through a very hard material such as a diamond.
A brand that is focused like a laser can cut a path into the market and stake a claim with great effectiveness.
Outward vs. Inward Branding
To brand something is to stamp it with a mark such as a name or logo that uniquely identifies it to others. Farmers would brand live stock by stamping or burning their company or family symbol to clearly identify ownership. Items on store shelves are labeled to clearly identify one product from another. This, of course, is the outward appearance of branding. However, the power of branding is found in the inward and intrinsic effect.
Intrinsic Brand Identity
Effective branding is to leave a mark, not so much on the outside of a package, but inwardly and intrinsically as a memorable mark in the mind of the client who it is intended for. Everyone who uses the Internet knows that Google is an Internet search engine so much so that Google can be used as a verb. If someone says “I Googled you”, you know exactly what they mean. Google is more than a location on the Internet with a web address. It is memorable service in your mind.
Branding always involves burning a memorable mark for the ultimate purpose of inheriting the identity of a feature or benefit in someone’s memory. Everyone knows that FedEx means “overnight delivery”. That’s not just the outward label, that’s who they are and what they do. FedEx, short for Federal Express, has inherited the identity of overnight package delivery so much so that FedEx can also used as a verb. Can your brand be used as a verb?
Casting A Brand
Brand casting is to actively and continuously apply branding principles to a product, service or company. Brand casting is a brand marketing strategy. Although, making a logo or signage is important, brand casting involves much more than the outward labeling. To cast a brand is to make a form or a mold that shapes the “brand” day in and day out through deliberate actions and activities. McDonald’s employees are constantly engaged in activities that cast the McDonald’s brand day in and day out. They do not write books, give foot massages or ship packages. Their mold of activities is limited and thoughtfully aimed at one thing; casting the same McDonald’s products the same way over and over and over again.
Real Brand Positioning
If cast correctly this mark know as “your brand” occupies and owns a position in someone’s memory. This is real brand positioning. The intrinsic value of a brand is in the indelible mark its leaves in someone’s thoughts. The size of the footprint of that memory can be measured in how many times your brand name rolls of the tongue of a satisfied customer as they refer you to someone else.