Organizational Brand Strategy: The Tried-and-True Process

Not all branding agencies are created equal.  

The kind of work we do takes more than good design instincts. This work requires strategic discipline, experience, and a process that actually sticks.  

Branding can mean different things to different people. When we talk about branding, we’re not talking about your logo and typography (although those are important components of your band). We’re talking about the core of who you are, the values that guide your operations, and what it means to work within or with your organization.  

We call it your Brand Conviction.

Following our last post, this series will pull back the curtain on how we approach Organizational Brand Strategy—our process, our beliefs, and what it really looks like when we put every step of OBS to work. In this article, we’re highlighting what sets us apart from other agencies that say they do branding.  

We bring forward three principles to each and every project we do, no matter the size, no matter the client.

Leadership

While other organizations may sell you with a partner in the room, chances are you won’t see them again. Brand Federation promises that at least one partner leads every client engagement.

Our leadership team has worked with brands you know—Capital One, CarMax, GE, ESPN, Walmart, PepsiCo, Harvard, GEICO, and many others. They bring that experience to every client relationship.

Expertise

Brand Federation is a team of nationally recognized brand strategists that scales thanks to a global network of 200+ brand and marketing specialists. With the power of an impressive network, we bring a depth and breadth of knowledge across project types and industries. With Brand Federation, you start strong from day one because our team is composed of pros who know your business and your situation. You don’t pay (with time and money) to get the team up to speed.

Process

Your organization is complex, but our process isn’t. We offer many different services and deliverables, but at the core, here’s what you can expect from us:

1. Getting on the Same Page: Once contracts are signed, we work through a discovery phase of work. We gather all the insights, documentation, points of contact, and resources we need to get aligned. We build the team, establish goals, and create timelines and deliverables to make sure expectations are set and met along the way.

2. Doing the Work: This is where the magic (and, yes, we’re sorry, the spreadsheets) happen. We immerse ourselves fully, spending time with your leadership, customers, prospects, stakeholders, and employees, conducting primary research surveys, and turning over every stone to uncover insights that sharpen your differences.

3. Delivering the Goods: While we keep things clear and easy to understand, we deliver thorough presentations that arm organizations with a complete brand strategy and a step-by-step plan to implement it, inside your organization and in your marketing efforts. In fact, the vast majority of our clients ask us to stick around to help them activate their new brand strategy.

Convictions

Here at Brand Federation, we have our own set of brand convictions that guide our people and our work.

• We believe people do their best work when they’re where they’re happiest. That’s why our team works across multiple time zones and continents.

• We believe knowledge knows no borders. Working across geographies helps us build teams with the absolute best talent, no matter where they happen to live.

• We believe clarity builds trust. That’s why we strip out the jargon and acronyms to ensure our clients understand not just the what, but the why.

Curious what an engagement with us could look like? Let’s talk. Connect with us for a free consultation, and we’ll explore how Organizational Brand Strategy can uncover opportunities for new growth for your organization.

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