The term “brand” has become one of those words that has almost propelled itself into the hallowed halls of business jargon due to its ubiquity and, frankly, overuse. If we had a bitcoin for every time we heard the phrase ‘brand’, we’d be internet millionaires. But more a lucrative situation would be if we had a bitcoin for every time we heard a misperception about what branding is, then we could buy the entire internet. It might be easier to start with what a brand ISN’T.
A brand is not:
- your logo
- your tagline
- your product
- your service
All of these things can be expressions of your brand but they are not your brand.
Here’s the simplest way we here at JL David Agency define brand: Branding is about the promise of a distinct, memorable experience. It’s about creating an expectation and delivering it consistently every time anyone comes into contact with your brand whether it’s the way you answer the phone, how your website functions, your customer service process, how your office looks or how your product/service performs. It’s how you make your customers feel about themselves and their decisions when they are interacting with your brand. It’s why you shop at store A vs. store B even if the price or product might not be that much different.
Developing a strong, authentic brand and delivering it consistently is the foundation upon which every successful business is built. And we can help you lay that first stone. We’ll help uncover what makes you special, differentiates you from the competition and defines who you are and what you want to be, and what your target audience wants you to be. The development of this brand will be essential to consistently delivering the right message to the right people to create just the right reaction.
SCOPE OF SERVICES
RESEARCH + INSIGHTS
Our research analysts steep themselves in category trends, consumer behaviors and brand perceptions. Their work uncovers the deep insights that spark strategic opportunities. Qualitative and quantitative primary research + Persona development + Concept testing + Brand health studies + Consumer surveys and perception audits + Trendspotting + SEO consultation
Our strategists synthesize company data alongside stakeholder perspectives and customer, category and cultural insights to articulate clear points of differentiation and core equities to own. We bring a unique blend of analytical and creative experience to our clients’ challenges with the goal of increasing relevance and driving sustainable growth. Masterbrand positioning and narrative + Product value propositions + Social and content strategy + Integrated, go-to-market planning + Brand and product naming + Customizable, agile-informed workshops
INTEGRATED CAMPAIGN DEVELOPMENT
From strategy to execution, our cross-functional team of digital and social media experts, engagement managers, and an award-winning group of art directors, writers and filmmakers devise the methodology and creative spark to unleash innovative and socially contagious content programs across all channels. Plus, our global content studio is a 24-hour operation, with animators, seasoned journalists, and designers engaged throughout the country, and around the world. Live action and animated film and video + Illustration, photography, animated gifs + Long and short-form copywriting and editorial + Paid influencer engagement, media planning, distribution planning + Visual identity, guidelines and logo design + Website design and development + Print, digital and OOH advertising
MEASUREMENT + ANALYTICS
By marrying the latest technology with a human touch, our measurement team provides analysis that gets to the “how” and “why” a campaign worked to inform the business opportunities that lie ahead. By using a proprietary network and process, we create customized reporting to fit the size and scale of any initiative. Strategic guidance + Custom dashboard development + Sphere of influence identification + Real-time metrics and monitoring + Business and financial outcomes + Media audits