Let Rutherford Associates bring a fresh perspective to your brand marketing ecosystem. Planting or cultivating a fresh brand should start with tapping into the voice of your customer or prospect. We use social polling for discovery and feedback to inform smart design, sound messaging and relevant big ideas for building a brand that’s BrandFresh.
We believe in Brand Simplicity.
We’ve collected and condensed the best practices from years of practice and we don’t “over market” services that you don’t need. We’ve combined some techniques that work just as well for large corporations with tight budgets as they do with start-ups. We call these professional services – BrandScape bundles. These service packs come in small, medium and large.
What is a BrandScape bundle?
It’s a way for companies to control the cost of branding by clearly and cleanly defining the services and deliverables upfront. This provides predictability for budget and time management. Each bundle provides a range of branding tactics that can be expanded as your needs expand or matched to the scale of your business. BrandScape bundles offer an opportunity to attach “add-ons” similar to a Chinese menu.
What are the three steps of development for a BrandScape Bundle?
1. Collect – We leverage research and social opinion to release our own biases about your market before we start the creative process.
2. Create – We design and develop the brand initiative based on fact not fiction.
3. Confirm – We ask and listen to what creative direction resonates with your customers.
What does the medium sized service bundle include?
BrandScape and Brand Mark Bundle
Collect: Conduct primary or secondary research to inform the branding process and fill in discovery gaps via social “ask”, email surveys or interviews.
BrandScape Creation: Define where and how the client brand fits and performs in the market space and we create a unique brand position which leverages company differentiators and strengths. Activities and deliverables include:
• Competitive influencers
• Key differentiators
• Primary/Secondary/Tertiary audience characteristics
• Primary messaging
• Brand position
• Brand promise
• Brand personality
• Brand story
• Brand associations
Develop Brand Positioning Statement
Create brand tagline
Create brand mark
Confirm: Utilize a social network “ask” to determine the resonance of the (3) brand tagline candidates and (3) brand mark candidates with the likely primary audience.
What are some popular add-ons that can be integrated?
Product launch plan
Website strategy, design and development