Articulated Branding Example

The following is an example of how the six branding elements can be used to define the key components of a branding platform. Michel McGrath Design is used as the example company.

Branding Identifier
The key identifying word that defines the function provided by the product or service, its business classification category represented by what the product or service does or the essence of what a person is looking for in that product or service , e.g., “flow control” for a valve producer, “security for ‘loved-ones’,” for a life insurance company.
Marketing Communications
Branding Slogan
This “memory hook” creates a memorable impression in the market’s mind. It should create a level of expectation and/or reflect a benefit that the product or service delivers.
“Building Brand by Design” — “Builds Success”
Branding Mission
Mission encapsulates the most important benefit received by users of the product or service in one succinct phrase. This is an outwardly directed statement focused on the benefits that clients and customers receive. It should strive to project value and indispensability. Brand Mission is not to be confused with a Company Mission statement which is directed internally at company members and reflects the goals of the company.
We create communications that differentiate our clients and their clients and customers in their respective marketplace. These communications impart planned expectations for the consumer through exciting targeted messages that deliver with impact memorable impressions and experiences that help drive clients, customers, and patrons to action.
Branding Position
Branding Position is defined through several areas:
The identification of the brand vis-à-vis its broad industry classification.
Marketing, Advertising, and Creative Communications
The identification of the brand’s category and the general product or service benefits it delivers:
MMD provides expertise in creative marketing communication programs for marketing and sales from planning through branding concept development to production using print, advertising, promotion, and web media. The firm helps builds sales, free client’s time, and provides superior not-available-internally knowledge and experience as a consultant with go-to expertise.
The benefits that differentiate the Brand from its competition – Things the brand provides that are the same, but better than the competition:
Quality of concept, consideration of multiple influences for message recipients, range of experience and type of ways that MMD can provide services, credibility with clients, and dependable delivery under pressure.
Those things that are actually different from the competition – Those things that the competition does not offer:

  • Develops communications based on “planned expectation”
  • Offers branding consultation – initiates projects with internal branding review
  • Combines both technical and creative acumen
  • Manages scheduling, services and pricing – acts as client’s representative that deals fairly with vendors and expects quality product and service
  • A client resource for service information
  • Proactively anticipates and addresses the needs of clients
  • Experience and ingenuity to offer high quality at a reasonable price
  • Image and audio sound rights management
  • Assists in multiple areas, either directly or through extensive referral network
The values that make the Brand indispensable to clients or customers wherein the results both generate dependence on the part of the user as well as their referrals. These results can be emotional or monetary, and are reflective in increased satisfaction or productivity for the customer or client:

  • Clients make money from MMD’s efforts, such as building a successful ecommerce web site or producing time-sensitive materials that are mandatory for presentation and sales
  • Refers business to clients
  • Clients rest-assured that their project’s creative and production is being well-managed
  • Clients save both time and money through firm's development expertise to create business applications
  • Clients rest easier with fact-based research to substatiate message statements
  • Assists clients with design-it-yourself projects
Branding Personality
Personality defines in five to eight words that encapsulate how customers and clients think of the Brand. That is, their relationship with the brand, their treatment by the brand and their expectations of the brand.
Branding Affinity
The personalization of the brand in the mind of the consumer: as one would have an affinity for a Lexus rather than a Cadillac, or an affinity with people dealing with the dilemma of how to invest their 401K. Who are the people that if they were to blog, would blog on this brand-related topic? Who are your solid-core customers or clients?
Entrepreneurs, Owners, CEOs, Presidents, Marketing Directors, their assistants, and staff, small to medium sized businesses’ Office Managers, Directors of Operations, COOs, CFOs and CIOs.