Brand Strategy
Often associated with a name and/or logo change, an effective brand strategy is so much more. Every written and designed marketing piece is an opportunity to strengthen a brand, from email signatures to events. Our team’s deep strategic and creative experience is showcased in a clearly defined process, attention to detail and an unending dedication to developing the right vibes. We help you define what you stand for, how you’re different and how you should show up, then turn that direction into guidelines that keep your story consistent, confident, and easy to recognize.
In other words:
- Brand Audits
- Brand Guidelines
- Brand Messaging
- Brand Naming
- Brand Positioning
- Brand Storytelling
- Copy Guidelines
- Focus Groups
- Mission, Vision, Values
- Personas
- Surveys
- Tone and Voice
“The team at Cookson was an absolute pleasure to work with. From the beginning, Matt and his team demonstrated transparency, strong lines of communication, and professionalism throughout the rebrand process. Cookson did not just provide Home Health and Hospice Care with a new look – they helped us truly define our brand identity and market position.”
Stephen McLean DPT, MBA
Chief Operating Officer, Home Health & Hospice Care
Brand Audits
Our brand discovery process includes a deep dive into the tough questions, but when all is said and done, the work is well worth it. We’ll interview stakeholders, research competitors and develop a clear picture of what makes you tick.
Brand Guidelines
We’ve honed your core verbal and visual identity, now it’s time to implement it. How your brand looks and sounds is just as important as its consistency. This guide ensures a cohesive presence and clarity for your audiences.
Brand Messaging
Statements you can stand by, a vibe that rings true and promises you can keep to your audiences: that’s what great brand messaging can do. Before we can create visually, we need to get to your essence in writing.
Brand Naming
Does your name reflect your awesomeness? Was it a “placeholder” that’s been holding its place for 20 years? Exploring a name change can be scary, but we’ll walk you through realistic options and make a plan that makes sense for you.
Brand Positioning
Where do you see yourself in the market and amongst your competitors? Brand positioning reflects the space you occupy in your customers’ minds. We’ll help you focus this message so you know exactly where you stand.
Brand Storytelling
Every brand has a story – often more compelling than you realize, and the part that resonates most with your audience. Together, we’ll uncover what makes you distinct and amplify it in ways that capture attention.
Copy Guidelines
The nitty-gritty of brand writing exists in a comprehensive copy guide. Oxford comma – yes or no? How EXACTLY do we write your name in the first reference? Do we use emojis? All things we’ll answer in the process.
Focus Groups
Convening the voices of your stakeholders, target audiences, team members and friends is invaluable in creating an authentic brand. This feedback allows you to identify what truly differentiates you and pinpoints your biggest cheerleaders.
Mission, Vision, Values
All important to answering the question “Why the heck are we even in this business/organization/industry to begin with?” is the verbalization of mission, vision and values. You bring the passion, we’ll bring the wordsmithing.
Personas
Envisioning your audience as real people connects you to the core of what they really want and need. Is your ideal customer a Go-getter Greg or a Laid-back Lucy? Are they adventurers or mentors? We’ll help define them.
Surveys
When in-person feedback isn’t available, surveys help us collect what we need from large groups in your demographic (imagine 50 people from your target audience in one room!) We use content-gathering tools to synthesize comments and opinions into actionable data you can use.
Tone and Voice
Humor with a dash of Gen Z sass. Cool, calm and collected. Optimistic and cheerful. How your brand sounds is reflected in tone and voice. It influences everything you do and say, from your Instagram account to your logo. We’ll help you hone it.
