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Below the Water Line

Below the Water Line

A lot of clients approach us with rebranding in mind. We’re more than happy to help. However, we find that there’s a little disconnect between our idea of “rebranding” and theirs. They hear the term and think snappy slogans or rebuffed logos (and don’t get me wrong, we definitely do those too). However, that’s just the tip of the iceberg.

Brands — like icebergs — involve way more than what meets the eye. Noticing the visible parts is easy. You attach headlines and billboards and websites with a brand on the daily. Those visuals and aids, however, are built on a solid platform that sits deep below the waterline… and it’s there that we focus when shaping a brand.

For us, branding begins first and foremost with what you bring to the table.

  1. How would you describe your culture?
  2. Do you know your business well enough to make a State of the Union of why it sits where it sits in market competition?
  3. What makes you, well, you?

Once you can pinpoint the honest truth, we figure out how you present yourself as different from your competition. It’s about creating distance between you and the competition, making sure others can just as easily explain what you do.

Truth grounds and guides your brand. Without knowing where you are, you can’t know where you’re going. Understand your culture, make it your sturdy foundation, and build your strategy on it. Take care of the mass below the waterline.

Then we can talk logos.

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