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