Now, we had determined our direction by building a new brand strategy that would build upon the Brandish brand.
Actions speak louder than words.
Your brand is now what you say you are but the summation of your audience’s attitudes towards. This means, we needed to develop our brand experience in order to start connecting with our audience.
Crafting our approach through content
A communications strategy built for growth
In order to bring our new brand to life, we crafter a communications strategy that would guide our content creation starting from our brand launch. This strategy outlined how we could hit all our personality notes and shape our content so that it would flesh out our brand story. We analyzed what each content piece would give to our audience —why would it be valuable to them and how would it strengthen our connection to them?
This strategy also outlined how our content could grow and build into new content pieces and channels. We delivered a strategy that outlined what channels we wanted to be present in and where the audience was, and content pieces that were informative, engaging and ultimately, valuable to our audiences.
Here’s the content that cultivated our brand experience for our launch.
Our cornerstone content piece
The first place our audience would go to learn more about us is our website and likely, this would be people’s first introduction to our agency. We developed a website that balanced the creative powerhouse and enterprise solution by telling our narrative story (what our brand stood for and why) with how we worked and why these services were valuable to businesses.
We focused on creating a brand experience that was easy to navigate, engaging and bold. We wanted our website to feel intuitive so we implemented animation that referenced karaoke / ticker text animation along with parallax animations that helped explain how we worked.
We took a different approach to our case studies than most agencies.
Typically, agency case studies are cornerstone content pieces to share their work and client roster. For us, we wanted our case studies to show our in-depth analysis, strategy, execution and the results. So we approached our case studies that way. We wanted to invite audiences “behind-the-curtain” and walk them through our work sharing all the comprehensive details. They’re very long but that’s because we didn’t want to leave out any of the details. This content piece differentiates us from other agencies because we tell you all the details: the who, how, when, for how long, the execution and the results. We hold nothing back.
We launched with two case studies: Robertson College and Birchwood Automotive Group.
Create valuable content that tells our brand story and be consistent.
We did want to connect with audiences and build relationships. For launch, we developed a launch narrative that acknowledged that we hadn’t actively been communicating. We took the approach to be human meaning we re-introduced ourselves to our audience, acknowledged we had been quiet and now we ready to upholding our end of the relationship.
This approach showed we were trying to build a meaningful connection with our audience rather just sharing our new website. We actively worked to hear from our audience by asking how they were doing through Instagram story features.
Check out some examples here:
When we embarked all on our brand update, we were pre-COVID-19.
We had to shift our focus and approach when we went into quarantine and navigate our way through a changing landscape. A brand launch looks a lot different now. We weren’t able to celebrate in person as a team or with our partners who have seen us grow over the last five years.
Read more about how we navigated our launch in our blog post here.