Brand Strategy
Reach the right audiences through strategic branding initiatives
Who are you?
What do you do?
Why does it matter?
Your brand story answers those three key questions. Your brand story isn’t just what you tell your in-laws you do for work; it’s the bridge that connects you to your audience. Telling your story impactfully and effectively is absolutely essential to building that bridge.
Branding is about more than your logo or a tagline; it’s about fully aligning all the aspects of your visual identity (how the world sees you) and your verbal identity (how the world hears you). Done correctly, it drives your messaging, differentiates you from the competition, and signifies who you are to your audience.
Visual Identity
Your brand starts telling your story the moment people lay eyes on you.
That's true whether that’s your website, your social media profile, or somewhere else. We can help you make sure that story makes the right impression.
Are you ready to launch your new brand? Yes, you need a logo. But building a brand is about so much more. You also need to establish your typography, color palette, variations, brand voice, and so much more. You probably need presentation decks, marketing collateral, ads, a social presence, and maybe even business cards. (Maybe.)
Our team of strategists and designers will work with you to develop a visual identity that is as forceful as it is flexible. Built to provide a consistent experience for your audience across platforms and touch points, your brand identity will help you stand out from the crowd.
And we’ll make sure that your brand identity is implemented consistently and cohesively, by creating a set of Brand Guidelines. These ensure that across platforms, across media, and across creators, your brand equity is enhanced.
Logo design
Brand guidelines
Typography
Iconography
Brand Architecture
“The logo that you all donated to us has made a HUGE difference, as it really solidified our efforts and put us on the road to bringing in over $800,000 with a 100% pass through to help ALS patients and fund ALS research; with solid hopes of eclipsing 1 million this year!!”
— Scott Lloyd, President, Racing for ALS
Verbal Identity
Branding is how you talk about yourself, too.
Branding encompasses more than visual identity - it’s also about how you talk about your brand. We’ll help you uncover and align your brand’s core principles, goals, purpose, and value. This enables you to speak to the world confidently, consistently, and coherently.
Our strategists can help you tell the story of who you are, what you do, how you do it, and why. From tagline to “sign on the dotted line”, your verbal identity is as much a part of your brand as your logo.
Positioning
Messaging
Value Proposition
Identity System
Online Presence Management
Ensure your brand is correctly defined in the places your audience is looking.
Your brand's online presence is not just what you say about yourself—it's also a reflection of what a person (or algorithm) can learn about you from public sources, including Google's knowledge panels. What information they can find on their own has a powerful ability to influence your brand's perception. Online Presence Management (OPM) is about ensuring the information people find online about your brand is correct, consistent, and complete. We help do this in three ways:
Establishing a canonical "home" for information about your brand, via your own website, reputable partner, or Wikipedia profile
Structuring your personal or corporate site and social media profiles and content to optimize their value to search engines
Strategically building out information in public databases that reinforce the trustworthiness of that information "home"
Effective OPM ensures that anyone researching your brand will have ready access to the most important information and that machine learning algorithms will have the best chance of returning accurate results. Traditional SEO focuses on optimizing content for specific search terms. Our entity-based SEO approach optimizes for context, giving search engines confidence in surfacing the right information about your brand where your audience forms their opinions.
Strategy Book • Brand Monitoring • Wikipedia • Knowledge Base Creation & Curation • Editorial Content • Visual Content • Social Media • Google Knowledge Panel Improvement
Digital listening
Social listening
Keyword monitoring
Community Management
Glassdoor Monitoring
Wikipedia Monitoring
Search Engine results audit
Brand Monitoring
Make sure you know what story your brand is telling.
Every business has a digital footprint—from a single Yelp review to an active Instagram account—that customers are going to find when they search online. Just a few negative reviews or inflammatory remarks can ruin your reputation, so it's important to continuously review any mentions of your brand and look out for any red flags.
Your digital footprint doesn't end with your website and social accounts. When people search for your organization (or for the names of key team members), they're going to find high-ranking pages from Glassdoor, Wikipedia, LinkedIn, Amazon, and more. That's where brand monitoring comes in.
We sort through the noise, identify the important conversations, and make sure you know what's being said and why it matters. We can also find fake accounts or other fraudulent representations of your company and help you take them down. We track brand mentions and specific keywords of interest across platforms and provide contextual analysis so you understand when and how you need to respond. We can also find fake accounts or other fraudulent representations of your company and help you take them down.
What we mean when we say “branding”
“Branding” is a hot topic among marketing nerds and those in their orbit. The phrase has been slowly, steadily trending up as a search topic over the last five years, and as the marketing industry looks for new ways to help clients cut through the noise, branding comes up again and again.
And it makes sense: Branding encompasses a range of disciplines and deliverables, but at its core it’s about finding your story and telling it to the right audience. Branding gives focus to your positioning, your messaging, your marketing, even your strategic planning.
Branding is about uniting your verbal identity and your visual identity to tell your story consistently and intentionally.
Why Branding
Matters
The contemporary business landscape is growing increasingly CX-focused, both in B2B and B2C. Customer perception can be tied directly to dollars, and customers expect an experience that caters to them. Branding is central to successful CX, as it clarifies message, crystallizes tone of voice, and reinforces positioning visually. That is, it makes you feel a certain way. More specifically, it makes the customer feel a certain way. Successful branding, from your logo to your tone of voice to your messaging framework, gives structure to every touchpoint between you and your audience.
Branding is about more than how it looks—it's also about how it feels
How We Work at Beutler Ink
When you work with us, our team will partner closely with you to establish your longer-range goals as well as your near-term project KPIs (or OKRs if that's more your thing). Our strategists will make an informed recommendation of how we can best meet your goals, including timeline, budget, and getting buy-in from your stakeholders.
We’ll develop a plan for collaborating on your project, and our accounts team will set you and your team up with a schedule, milestones, and action items within our project management software. Meanwhile, our team of designers, writers, strategists and researchers will build out your brand assets, with your approval at every stage.
Our team will work closely with you to develop the right strategy for your brand.