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Brands should be developed with a digital-first mentality to perform first and foremost in the modern digital landscape, which we call creative digital performance. After all, aside from an interaction with your actual products and services, people spend the most time with your brand on your website, social media, and across countless digital channels. That’s where you have to grab attention, engage and differentiate yourself from a relentless and unfriendly swarm of competitors. And that’s why having a digital branding agency that understands the value of brand services, and what it takes for a brand to perform day in and day out, makes sense.
Our performance brand strategy and development process is designed to build nimble, differentiated brands that have the depth and breadth to flex in a digital-first world while still flourishing across all marketing channels and environments. When people feel more, they click more, buy more, visit more and spend more. You have to connect to convert.
To establish your digital brand’s differentiated position, we go through a strategic process we call YOU-X-POSITIONING, which looks at your existing and/or future brand through a lens that considers four perspectives—Internal, Customer, Competitive, and X-Factor—and ultimately considers the user experience of your brand, internally and externally.
Where those four perspectives meet is your brand’s Sweet Spot or differentiated position.
Your brand platform acts as your brand’s, and your organization’s North Star. It ensures your team and your partners are all rowing in the same direction by developing and defining your brand purpose, brand vision, brand personality, brand values, brand promise and distinct brand positioning.
Sometimes this only requires us, as your branding agency, to arrange and further define existing information. Other times, we need to develop your platform from scratch. Regardless, your brand platform will give rise to all your future decision-making, cultural behavior and internal and external communications.
Naming a company or product can be an intensive and extensive process, filled with subjective opinions and emotions. Sometimes the magical name happens quickly, but often it takes many options and many rounds to find that perfect, unique, trademarkable fit.
A name with a meaningful story, which extends your brand essence, always helps drive engagement and understanding with your audience. Whether a name follows descriptive, experiential, evocative, acronym or another naming strategy, we will work with you to ensure your name is derived from your brand platform and flows from a clear strategy that all the stakeholders can agree upon.
Brand messaging is the art of taking the behind-the-scenes strategic language and translating it into something poetic enough for public eyes and ears. And in this case, it is the poetry of distillation and simplicity that makes for brilliance in a Performance Brand.
Whether you call them brand lines, taglines, rallying cries, positioning lines, organizational lines or big ideas, distilling a brand purpose, promise and position into a succinct, inspiring line or idea has never been more important. A strong brand line can act as a brand’s unifying force across disparate digital marketing channels, allowing for companies to leverage the distinct strengths of these various channels while maintaining a consistent thought, always making it clear what a brand stands for.
We will use the comprehensive thinking in a brand platform to build to this type of inspiring, unifying idea, which can be used to rally a team internally and engage customers quickly and emotionally.
A logo cannot, and should not, deliver a brand’s entire message. And it can’t be known at a glance without massive amounts of marketing investment. But it can convey a personality, help enhance a feeling of connection and begin to tell a brand’s story. Your brand strategy and personality will often dictate whether your brand calls for a simple wordmark or letter mark logo, a more conceptual icon mark, an emblem mark, or a combination.
To plus a logo design and further visualize a Performance Brand, we use digital design boards. These boards act as a testing ground for exploring type and color, iconography for both digital channels and physical spaces, brand graphics, business card designs, various digital templates, photography styles, and more. This allows us to show the design process, show what’s working best in its appropriate digital context, and make a solid recommendation on digital-first brand identity.
While you want the sky to be the limit for your Performance Brand, there has to be a limit to the way your digital brand identity is used. With brand guidelines, your company will be set up for success with some firm yet flexible guardrails. What to do and not do with your logo, tone of voice, fonts, iconography, primary and secondary color palettes, and more. Consider this a “rules of encouragement” book that inspires the best use of your brand identity.
This is your brand’s bible. An amalgamation of your brand platform, brand messaging, visual identity and brand guidelines is one stunning storytelling collection of words, images, designs and inspiration. Anyone who opens this book will instantly know what your brand stands for, understand its personality, promise and perspective. We create both digital and physical versions, so you can easily share it, but also touch it, feel it and embrace it as a tangible guiding light for your company and brand.
A brand mantra video is essentially your brand platform translated into an emotionally compelling and engaging video that announces your brand purpose to the world and inspires and aligns your internal teams. We believe a brand mantra video is at the core of every Performance Brand, and no company’s website should be without one. Remember, when people feel more and associate more, they click more, visit more, shop more and buy more. You could say believing in the brand mantra is our mantra, so much so that it’s a standard deliverable in our branding services.
As we mentioned, people spend the most time with your brand across digital channels. And since most paths lead to your website, it is the ultimate representation of your brand. If an ad is a handshake and a social channel is a chat and a cup of coffee, your website is a nice dinner and long conversation.
Whether your site is designed to deliver information or drive commerce, Noble’s brand services can help convey your brand position, promise, and personality through its written, graphic, and video content. This is your most valuable owned digital asset and should be a living, breathing personification of your brand platform. The same is true of all your digital platforms.
Translating your Performance Brand’s brand strategy and positioning into meaningful campaign communications that support your goals and objectives and drives business is part art and part science. As a digital branding agency, we believe data illuminates imagination, so we meld the right side of our agency brain with the left side of our agency brain to get out-of-the-box thinking. Your ideas, design and visuals have to break through, connect emotionally and compel with relevant calls to action.
From digital video content to paid social, display advertising, email, and more, our philosophy with integrated and digital campaign work is to develop core ideas based on the brand strategy, business goals, objectives, and success metrics, and then we create, test and iterate.