BRAND IDENTITY & INTEGRATED BRANDING

Developing a brand identity is a process that ultimately defines what people will anticipate after they encounter your organization through various forms of communication. A brand is all of the expectations, memories, stories and relationships, that when grouped together, leave a unique impression of who you are to those you serve and to those you will serve.

What is the anticipated experience you need to convey in your literature, videos, social networking, and digital collateral? Chameleon helps to form a brand identity through brand positioning, brand strategy, and brand communication. We call this process integrated branding.

BRAND POSITIONING

We subscribe to the definition of Brand Positioning as “a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.”

How do you differentiate? Chances are what you offer lives in a sea of similar goods and services vying for attention. Succinctly communicating the experience your brand offers takes you into a blue ocean versus the bloody red ocean of your competition. Brand mapping is one tool that helps to lead you to deliver a distinct brand experience.
One of the results of a solid brand positioning endeavor is a brand statement. Brand statements are concisely written to communicate a brand’s distinct value to clientele as compared to competitive offerings. There are 4 key components to a good brand statement:

  1. Target Client: A terse description of the demographic/persona being reached.
  2. Market Segment: Where the brand is competing.
  3. Brand Promise: What your brand delivers that your competition cannot deliver like you.
  4. Credibility Stance: The evidence that you can deliver on the brand promise.

An example of a good brand statement is from Charity Water who says, “charity: water is a non-profit organization bringing clean
and safe drinking water to people in developing nations.

BRAND STRATEGY

We use a derivation of an old Six Sigma process known as the DMAIC process to define how we audit a brand. The Six Sigma version is Define, Measure, Analyze, Improve, & Control. Our Brand DMAIC process is Define, Measure, Analyze, Improve, & Create.

  • DEFINE – Identifying the quality of the current brand position and unique brand promise (if established).
  • MEASURE – Discovering the target market, persona, and competitive landscape.
  • ANALYZE – Compare how your brand measures up to your discovery in the “Measure” phase.
  • IMPROVE – Retooling the brand identity to accurately reflect the brand position.
  • CREATE – Realizing the new brand identity and creating the brand story via the appropriate communication assets.
Integrated branding takes a strategic approach with marketing by placing the brand story in the proper channels (Video, digital, print, TV, radio, social, etc.)

The brand auditing helps to identify brand positioning and the target that will be ultimately converted.

BRAND COMMUNICATION

If you’re established with your brand then you need to be able to integrate your branding via design. We take brand design into every aspect of your communications. But we’re calculated. We don’t believe every company necessarily needs a full-page brochure. Nor do we assume that a Facebook Page is always necessary to design. We are focused in our efforts to bring a consistent brand design to only what is relevant and pertinent to the target market. See “Brand Messaging” for specific examples.
  • Brochures
  • Business Cards
  • Mailers
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