Brand Strategy
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Brand Strategy

Salt, our full-service brand strategy consulting division, helps brands be essential to today’s customers.

Our proven approach helps both emerging and established brands transform businesses, create differentiation, engage B2B and B2C customers, change perceptions and drive growth. If you’re not essential, you’re irrelevant.

Your customers today are more savvy, skeptical and demanding than ever before. They want less, but better. They welcome brands that speak their language, share their values, live up to their standards and connect in more authentic and dynamic ways. As a leading global brand strategy firm, we build essential brands. We help shape your brand identity in a way that will be vital to your business and customers and stand out from the crowd.

Brand Strategy Consulting Firm Kelton Global and Salt Branding

Other Branding Solutions

Consumer Insight

Business Insights

A 360° view of your brand’s current state and future potential to identify the critical drivers of success. Understand product and market realities, competitive landscape, cultural trends and consumer needs.

Consumer Insights

No matter your challenge, take advantage of best-in-class research capabilities from LRW Group, woven seamlessly and strategically into your project.

Brand Strategy

Audience Personas Development

Crystalize who your brand is for – and who it’s not for. 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 by defining the organizing principles, relationships, and hierarchies for your company, products, and services.

Brand Positioning

Distill the core essence of your brand. We’ll help you figure out what you stand for, why your brand is different, why your customers should care, and how to deliver with impact.

Creative Expression

Brand Naming

First impressions matter. Our proven naming process produces strategically sound, culturally relevant, creatively powerful, linguistically sensitive, and legally viable brand names.

Brand Voice & Messaging

Bring your brand story to life with unique and authentic language tailored by audience, channel, and different stages of your marketing funnel.

Brand Identity & Design

Your brand identity is so much more than a logo. We’ll deliver the visual brand language elements across digital and physical experiences that will connect with your audience and bring your essential brand to life.
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What You’ll Get:

  • Competitive research & market positioning
  • 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
Case Studies

Brand Refresh for Imax


Kelton Global_Brand Strategy for Missoma
Case Studies

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.

Kelton Global_Salt_Brand Strategy for Zenni
Case Studies

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.

Kelton Global_Salt_Brand Naming Strategy for Wifi
Case Studies

Here's how we uncovered a memorable, easy to understand, and globally accessible name for wireless internet.

Global Corporate Communications Market Research for BlackRock
Case Studies

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.

Here's how Kelton helped Society6 develop an art-fueled brand strategy and brand guide to reach Millennials and Gen Z via e-commerce.
Case Studies

Here's how we helped Society6 develop an art-fueled brand strategy to reach Millennials and Gen Z.

Facebook market research case study
Case Studies

From Manila to London, we help Facebook with their most pressing Communications and global Brand Strategy challenges.

Brand Strategy Leadership

 

Nicole Brandell

Brand & Marketing Strategy

New York

 

Amy Rogoff Dunn

Insights & Strategy

New York

 

Paul Parkin

Creative Director

San Francisco

 

David Neugebauer

Strategy Director

San Francisco

 

Rick Herrick

Managing Director

San Francisco

Want more info? Learn how we can make YOUR brand essential.

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5 Ways to Engage Every Generation from Boomers to Gen Z
Perspectives

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.

Gen Z ebook featuring research and brand strategy for marketers using a brand consulting firm
Perspectives

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 an authentic + electric brand strategy for the next generation.

Perspectives

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.

Perspectives

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.

Perspectives

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


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.

Learn More

Brand Refresh

Revitalize your core positioning with a brand refresh that exceeds evolving customer expectations.

Learn More

Brand Portfolio Management

Position your brand portfolio for growth with an insights-backed brand architecture.

Learn More

Rebranding

Rebrand your company with a cohesive brand identity that's both authentic and electric.

Learn More