You! Newsletter: Vol. 25, No. 6 - Another great question from a new client! "Do you recommend we go through a full brand discovery and process or can we do something smaller?" Strategically, there are many approaches to this, although we can break it down into two fundamental approaches. Let's go over them. A Full…

You! Newsletter: Vol. 25, No. 5 - I recently met with a new client for a brand discovery meeting. She asked one very important question... My immediate reaction was to get into a detailed and long explanation, but instead I asked her, "Would you prefer the long or short version", which she replied, "Is it…

You! Newsletter: Vol. 25, No. 4 - A question we get asked a lot. I'll will try to keep the answer simple. Success for a branding project at Cranium is measured through a blend of industry standards tailored to each business phase and your specific business scenario. Traditionally, we look at success through different variables…

You! Newsletter: Vol. 25, No. 3 - This week we start out with another great question. Keep sending them in! Knowing and understanding your customer base is crucial to developing your brand. Customer feedback acts as one of the most important guides for shaping or adapting your brand at every stage of growth. It’s the…

You! Newsletter: Vol. 25, No. 2 - A recent email submittal about rebranding: Great question! Spotting the signs that your company is ready for a rebrand depends a lot on where you are in your business stage, and Cranium’s approach really highlights this. Let’s look at the different stages, Early, Growth, Mature, and M&A, so…

You! Newsletter: Vol. 25, No. 1 - At Cranium we often work with organizations that have internal design teams. Your design team plays an important part of your brand and how it is seen by your audience. They are trained visual communicators. They help to define every impression your brand makes. Think of them as…

Creating a unique brand position is the cornerstone of forging a successful and memorable brand identity. While delivering a distinctive offering is crucial, it’s equally important for brands to carve out a distinct niche in the crowded marketplace. This involves developing a brand strategy that encompasses messaging, differentiators, and a compelling brand story, while also…

A strong brand promise is fundamental to a successful brand strategy because it clearly communicates the essence and primary value of a product or service to its customers. By defining and delivering on a brand promise, businesses can set precise expectations, foster trust, and differentiate themselves from competitors. This alignment not only aids in effective…

Reimagining Brand Engagement: Cultivating Emotional Connections Many factors can deter someone from purchasing your product or service, but the most significant obstacle is often the lack of a strong emotional connection with the brand. When a brand fails to emotionally engage potential customers, it diminishes the likelihood of a purchase. “People buy based on an…

A brand extends far beyond merely being a logo or trademark; it represents the sum total of all interactions and experiences that your business has with its existing and prospective customers. Every interaction, whether it occurs online, over the phone, or in person, serves as a crucial touchpoint that contributes to the perception of your…