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BRAND STRATEGY

Brand strategy uncovers what makes your brand uniquely valuable and why it matters to your audience. A clear brand strategy gets your team aligned around a powerful shared vision and establishes a strong foundation for growth. It speeds decision-making and creative execution across every function while building enduring value. 

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OUR APPROACH​​​

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First, we talk to key stakeholders to deeply understand the internal perspective – your strengths and aspirations, your vision, your biggest goals and challenges.

 

Next, we do a deep-dive on customer voice to understand how you are perceived externally and what matters most to your audience.

 

We analyze your competitive context to understand industry trends and assess your key competitors’ brand presentation, service offerings, and messaging across touchpoints. 


In parallel, we do a brand audit to assess how your brand is showing up today across touchpoints with a fresh-eyes outside perspective

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We also share relevant inspiration from brands outside your category who have navigated similar challenges.

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What we’re looking for is that sweet spot at the center, where your authentic vision aligns with your audience needs and an unmet market opportunity. That becomes the focal point for a strong and differentiated brand platform.​

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VITAMIN C BRAND CLARITY METHOD

Another powerful tool in our brand strategy toolbox is brand archetype analysis using our proprietary Vitamin C Brand Clarity Method,  a collaborative exercise that uncovers your brand’s emotional focal point and establishes a strong foundation for storytelling, messaging, and culture-building.

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BUILDING YOUR BRAND PLATFORM

Next, we synthesize all these insights into your brand platform, which typically includes the following elements:

 

  • Purpose statement: A concise, inspiring articulation of why you exist and what you want to see in the world

  • Positioning statement: A crisp summary of your audience and what you do, uniquely and best

  • Brand pillars: The defensible reasons to believe that support your purpose and positioning, capturing your unique brand DNA and creating a clear framework for messaging and creative execution

  • Messaging map: Putting it all together to summarize the problems your brand solves, key messages, proof points, and brand boundaries (what you don’t do)

One colorful slide showing the Vitamin C Brand Platform including Purpose (To help brands get clear on their unique story and bring it life everywhere with creativity, excellence, and heart), Position (For established and emerging brands with a great story to tell, Vitamin C Creative is the boutique brand strategy practice that delivers clarity, creativity, and content excellence with exceptional client care)., Pillars (Clarity, Creativity, and Content), and Personality (Crisp, Colorful, Conversational).

 

BRAND STRATEGY BUILDING BLOCKS 

 

Depending on your brand strategy needs, Vitamin C can also deliver: 

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  • Voice and tone guidelines, directly inspired by your brand platform and clearly documenting how your brand communicates 

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  • Brand expression guidelines, a comprehensive resource capturing key brand points, voice, tone, brand vocabulary, style, and content examples

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  • Brand architecture and co-branding recommendations to bring your full product portfolio into alignment with your brand and maximize brand value

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  • Tailored messaging maps addressing the specific needs of different audiences while aligning with the same powerful brand purpose and position

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  • Values evolution or development to connect culture and brand in a way that inspires and engages teams 

 

Next, drawing on our specific expertise in content development, we create the brand-aligned building blocks you need to accelerate execution, including: 

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  • "About" brand story with elevator pitch, short, longer, and boilerplate versions

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  • Brand manifesto, bringing your brand to life in an inspiring “rallying cry” format

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  • FAQ, demonstrating your voice in action and communicating key brand points and easily adaptable for use in a range of applications including website, sales materials, and customer service scripts

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  • Content templates, bringing your brand to life with consistent, brand-inspired formats for team bios, case studies, and other recurring content types

 

Finally, we create a powerful bridge to Brand Activation with:

 

  • Brand activation roadmap, a clear, prioritized plan for bringing your brand to life across all internal and external touchpoints

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  • Impact analysis, a deeper dive on brand alignment, effort, and potential impact in the context of your business goals, informed by your data when available

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We have partnered with dozens of companies, from early-stage startups and service businesses to publicly traded tech companies, to develop powerful brand strategies that shift market perception, navigate periods of change, and turn chaos into clarity. 

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Common Client Needs

 

  • Lack of alignment or clarity around brand story

  • Pivot or introduction of new product/service

  • Startups preparing for launch

  • Complex or overly technical brand story

  • Current brand story not resonating with intended audience

  • Changing competitive landscape or business priorities

  • Competing brand stories resulting from merger or acquisition

  • Too much focus on product/features vs. emotional benefits

TIME TO GET CLEAR ON YOUR UNIQUE BRAND STORY?

Brand strategy projects can be in-depth or fast and focused. Please drop us a line with questions or to discuss your specific needs.

Thank you!

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