How to Create a Strong Brand Identity
Building a Strong Brand
At Kelton (now Material), we have decades of brand strategy experience to help businesses truly understand their customers and improve their CX. As a leading global brand strategy firm, we’ll create an effective brand strategy to shape and differentiate your brand identity.
Customers today are more savvy, skeptical and demanding than ever before. They’re interested in brands that speak their language, share their core values, live up to their standards, and connect in authentic and dynamic ways. Your brand positioning is vital.
Our science & systems approach helps both emerging and established brands transform businesses, create differentiation, engage B2B and B2C customers, and make brand stories more powerful.
Read on to learn how we’ll help you build your brand and create a powerful brand identity.
Strengthening Your Brand Personality
Business and Consumer Insights
We’ll conduct a 360° exploration of your brand values, brand purpose, current state, and future potential to identify the critical drivers of success. We’ll understand product and market realities, competitive landscape, cultural trends and consumer needs.
And no matter your challenge, Material’s best-in-class research capabilities and our powerful science & systems approach will help you reach your target market and achieve brand recognition.
Audience Personas Development
Crystalize who your brand is for – and who it’s not for. Who, exactly, is your target audience? We’ll map when, where and how your customers interact with your brand – and areas of critical impact to guide future brand strategy and creative development.
Brand Architecture
Maximize the equity of your brand portfolio. Improve customer loyalty by defining your company’s organizing principles, relationships, and hierarchies, from existing products to new products and services.
Brand Positioning
Distill the core essence of your brand and create a powerful mission statement. We’ll brainstorm together and help you figure out what you stand for, how your brand is differentiated, why your customers should care, and how to reach your long term goals.
Creative Expression for Brand Identity
Brand Naming
First impressions matter. Our proven naming process produces strategically sound, culturally relevant, creatively powerful, linguistically sensitive, and legally viable brand names. After all, you can’t be a successful brand without a great name!
Brand Voice & Messaging
Bring your brand story to life with unique and authentic language tailored by audience and channel. Whether social media messaging or print ads, we’ll create a best-in-class marketing strategy to make sure your tone of voice is always consistent and on brand.
Brand Identity & Design
Your brand identity is so much more than a logo. We’ll deliver visual brand language elements across digital and physical experiences to ensure your color palette, fonts, typography and brand colors are consistent and will resonate with both your existing customer base and new customers. A strong visual identity will be crucial for content marketing, brand experience,
What you can expect when you work with us:
We conduct market research to really understand your target audience and how they connect emotionally to different aspects of your brand. Our expert strategists will help implement a strong brand strategy, leading to increased revenues, global brand awareness, stronger brand equity, and clear marketplace differentiation. Ultimately, you’ll improve your customer experience, wow your existing customers, and win over potential customers.
Our deliverables include:
- Competitive research & market positioning
- Comprehensive brand strategy
- Audience personas to drive marketing personalization
- Brand positioning framework
- Brand architecture map
- Brand voice principles
- Brand messaging and headline examples by persona
- Brand guidelines & brand book design
- Brand vision & promise
- Brand personality, tone and voice
- Naming and nomenclature
- Brand visual language & logo
- Artwork assets
Our Branding Case Studies
Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.
Brand Refresh for Imax
A brand refresh fit for the silver screen: our insights provided IMAX with an all-access pass to today’s consumer.
Global Brand Strategy Consulting for Missoma
Missoma is the demi-fine jewelry category pioneer in the UK, but entering the US meant fierce competition. Here’s how we helped them develop a brand strategy to shine in a crowded category and fuel international growth.
A New Brand Vision for Zenni Optical
We helped Zenni reposition their disruptor brand to stay competitive. The evolution led to a compelling brand story that celebrates individual style and creative expression.
Memorable Brand Naming for Wi-Fi
Here's how we uncovered a memorable, easy to understand, and globally accessible name for wireless internet.
Global Communications Strategy for BlackRock
BlackRock set out to amplify their brand purpose both internally and externally. We helped them develop a global communications strategy that resonated in the boardroom and across borders.
Brand Strategy and Brand Guide for Society6
Here's how we helped Society6 develop an art-fueled brand strategy to reach Millennials and Gen Z.
Global Brand Strategy for Facebook
From Manila to London, we helped Facebook with their most pressing Communications and global Brand Strategy challenges.
How to Create a Strong Brand Identity Leadership
5 Ways Your Brand Can Engage Every Generation: From Boomers to GenZ
In these unprecedented times, it's essential your brand strategy evolves. Our latest research reveals 5 key need states brands should consider to remain essential to customers. Download our eBook to learn what they are, why they matter, and how to harness them to engage every generation.
GenZ Doesn't Need Your Brand: 5 Steps to Win Them Over
New GenZ research reveals most brands are getting it wrong. Download our ebook to learn how to build a brand strategy for the next generation.
How to Build an Authentic Brand Strategy that Electrifies Your Customers
Consumers today not only crave, but demand brand authenticity. Here are 5 steps to build your own authentic brand strategy to electrify your customers.
Brand Strategy: How to Create a Value Proposition Like the World’s Biggest Brands
Download our eBook to learn the 4 steps global brands and disruptive startups use to create and deliver amazing value propositions.
Rebranding Strategy: Lessons from 2019’s Top Rebrands
Time for a rebrand? These three organizations took the plunge in 2019. Here’s what you can learn from their successful strategies.
Other Branding Solutions
As a full service brand strategy firm with deep expertise in consumer insights, global brand strategy, and design, we're built to partner on a wide variety of branding challenges. We specialize in:
Brand Guides
Create brand guides and roadmaps that align internal teams, define what you stand for, and translate statements into action.
Brand Refresh
Revitalize your core positioning with a brand refresh that exceeds evolving customer expectations.
Brand Portfolio Management
Position your brand portfolio for growth with an insights-backed brand architecture.
Rebranding Strategy
Rebrand your company with a cohesive brand identity that's both authentic and electric.
Brand Guides
Create brand guides and roadmaps that align internal teams, define what you stand for, and translate statements into action.
Brand Refresh
Revitalize your core positioning with a brand refresh that exceeds evolving customer expectations.
Brand Portfolio Management
Position your brand portfolio for growth with an insights-backed brand architecture.
Rebranding Strategy
Rebrand your company with a cohesive brand identity that's both authentic and electric.