Branding Services
People Judge The Uniform First
Buyers size you up fast: your name, your colors, your look, the way you sound. That first read tends to color everything they learn about you next. We work out what your brand should stand for, give it 1 voice and make the look match it, so the jersey tells the truth about the team.
Win Rate Not compliments on the colors.
How Buyers Size You Up
Buyers start forming an opinion of your company before they have the facts, then read the facts through it. 4 findings explain how that works, and what we do about it.
1 Look Colors The Rest
The halo effect · Thorndike, 1920
Army officers rating the men they supervised on separate qualities, like physique, intelligence and character, let 1 general impression color all of them. So we treat the first thing a buyer sees as if it sets the grade for everything after it.
Graded In A Glance
First impressions of web pages within 50 milliseconds · Lindgaard, Fernandes, Dudek and Brown, 2006
People rated how appealing web pages looked after a 50 millisecond flash, and those snap ratings closely matched ratings made after 10 times as long. So we build for the glance before the read.
Good Looks Feel Easier
The aesthetic-usability effect · Kurosu and Kashimura, 1995
When 252 students rated 26 ATM screen layouts, the layouts they found more beautiful also tended to look easier to use. So we never treat design as decoration.
Hard To Fake
Signaling theory · Spence, 1973
When buyers can't check quality up front, they trust signals that would cost too much to fake. Spence's example was education in the job market, and marketing researchers later applied the idea to brands. So we keep your brand specific and consistent everywhere, because a promise kept everywhere is hard to fake.
Why We Might Tell You To Keep Your Logo
In 2018, an English soccer club unveiled a new crest after a 6-month design process that, by the club's account, consulted 10,000 people. Within a day, more than 70,000 people had signed a petition against it, and the club put the crest on hold and asked fans for new designs. A crest belongs to the fans as much as the club. Your customers already know you by the mark and colors you have, so we start with what you say and how you say it. A new logo has to earn its spot on the jersey.
Recognition takes years to earn. Don't trade it for a mood board.
How We Make The Jersey Fit
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Ask The Fans
Why your best customers picked you, in their own words, and how they'd describe you to a colleague.
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Find The Overlap
Where what you stand for meets what your buyers actually need. That overlap is the brand.
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Give It A Voice
How you sound everywhere, from the homepage to the proposal, in words your buyers already use.
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Match The Kit
Colors, type and logo that look the way the voice sounds, kept or rebuilt as needed, then a brand guide and campaign creative so every new piece matches.
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Count The Wins
Searches for your name, deals won and prices held, measured against where you started.
Judge The Jersey By The Wins
Looks great, wins nothing? That's a costume. We keep score on the business your brand brings in.
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Win Rate
The share of qualified deals you close. The number a trusted brand should move.
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Searched By Name
How many people look you up by name instead of shopping the whole category.
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Price Held
How often deals close at your price, without a discount.
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Referrals
New business that shows up because a customer said your name.
Who Looks After Your Jersey
- Jeremy Wayne Howell Sets The Colors
Personally directs your brand, from what you stand for to how you sound.
- Azra Hajdar Keeps The Kit Matching
Your day-to-day contact, so every new piece goes out matching the rest.
Fair Questions, Straight Answers
What Do You Deliver In A Branding Project?
Usually 3 layers: brand strategy (what you stand for), voice (how you sound) and brand identity (how you look). We start with strategy and voice, because the look needs something true to say, then match the identity to them, with a brand guide and campaign creative in the new look. We bring the right tool for the job: if your brand needs a different eye than ours, we bring in the designer who fits.
Is Rebranding Risky?
It can be. Changing everything at once can throw away recognition you've built with buyers. So we keep what they already know you by and change only what's getting in the way.
Isn't A Brand Just A Logo?
No. The logo is the crest. The brand is what people expect from you when they see it, built from every website visit, sales call and invoice. A great logo on a confusing company is still a confusing company.
Does Branding Matter For A B2B Company?
Yes, maybe more. The person who picks you has to defend that choice at work, so they're wearing your colors in that meeting. A clear brand hands them the words to do it.
Can You Prove A Brand Is Working?
Not by asking whether people like the logo. We track what a stronger brand should move: searches for your name, deals won and how often you hold your price, measured from a starting line we set together.
The Next Play
Psychology-First Marketing
Ask customers why they bought and they'll tell you. Research says they're sometimes guessing too.
Door #2Video Production
Your brand looks sharp standing still. Here's what happens when it has to talk.
Door #3Growth Marketing
New jersey, same record? The problem might not be the jersey.
What Does Your Jersey Say Before You Do?
Show us your website and a few things you've sent buyers lately. We'll tell you what a stranger decides about you on sight, and what we'd fix first.
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