How Strong Brand Statements Create a Captivating Brand
A company’s core values and key terms, along with their mission, value and positioning statements, are essential components that influence the look and feel of a brand. Without them it would be like meeting a person without principles, without interests, without a story. Often times it’s difficult for a company to develop those statements about themselves. That’s where we come in. 😉
When clients come to us for branding we schedule a discovery session during which we ask a number of questions to figure out who they are as a company and how they would like to be perceived. It’s kind of like an initial meeting with a therapist where you’re expected to bare your soul to a complete stranger. We don’t bite, I promise. From our conversation during this session, plus our research and analysis on the company and their market industry, we identify and define the language that communicates the brand image.
Baird, a coastal engineering firm based in Canada, is a client we have been working with over the past few months. Chris + Ryan flew up to meet with the team at Baird to develop a better understanding of exactly what coastal engineers do. Hours were spent discussing the company history, why it was initially formed and what they love doing. From these conversations we identified the key terms pioneer, innovation, approachable and growth as essential to their brand. Core values at the heart of their organization are creativity, perseverance, candor and relationships. Our team mulled over these concepts to develop initial brand statements. We then discussed and revised these ideas until we were happy with the final statements we presented:
We are the pioneers. The innovators. Visionaries of unparalleled coastal engineering solutions.
Baird pioneers innovative coastal engineering solutions by encouraging inquisitive, imaginative exploration of the unknown; where every voice is heard and ideas are paramount.
The terms and statements help us select imagery that speaks to the brand story. A story focused on pioneers, innovation, heritage, the ocean and the coast.
When revising the Baird logo we wanted to update their existing serif font with something that married classic with modern, while having the visual strength to confidently communicate Baird as an industry leader. We have been crushing on Quarto for some time and thought it was a perfect fit for Baird.
We coined the tag line “Innovation Pioneered”. A simple, strong statement that positions Baird as a company always striving to lead the way in search of the best coastal engineering solutions.
The language initially selected will continue to influence the brand and ensure consistency as other design elements are developed, especially the identity [business cards + stationery], website development and marketing collateral.
As you have seen, once the narrative is constructed it’s much easier to see who the brand is, what it looks like and how it sounds. If you’d like help crafting the essential components of your brand, contact us. We’d love to help!
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