Lots of talk in marketing about “transformation,” but nothing is more transformative to a company than identifying and articulating its brand idea. We have done countless brand idea projects for agencies like North, for consumer brands like Seybert’s Billiards, for B2B rebrands like MP (formerly MassPay), and even non-profits like Rogerson Communities.
Here’s how we do it and some case studies.
We start by getting smart on your business. We review all identity materials, interview the leadership team and other key constituencies, and prepare a creative brief. Or this work may already be done, in which case we’ll review your research thoroughly in preparation.
We assemble a world-class team of 4 creative talent with expertise in branding and copywriting. We focus on taglines that are not only well articulated lines, but represent a bigger position the company can rally around. We typically conduct two rounds of ideas because the feedback we get from round one becomes the “brief” for round two, making the team doubly dangerous (in a good way). Note: when we talk about your brand ask about the therapeutic effect our process has on a leadership team.
Once we land on an approved brand idea, one of the writers from the team will have the added task of writing a manifesto to bring the idea to life. This manifesto becomes immediately useful for the marketing team, as it’s the inspiration for internal audiences to channel the brand into everything they do. It’s also the “brief” for any other outside vendors (designers, ad agencies, consultants, etc.), so their work will reflect the brand.
Below are a few case studies we’re proud of. For more information, a demo, and lively discussion click below to set up a short Zoom call.
Rogerson Communities develops and manages affordable housing, assisted living/memory care, adult day health for older adults. After our immersion sessions, Ideasicle X came up with 20 different taglines (over two rounds) that express Rogerson’s truth. We took the feedback from Round 1 and used that in Round 2.
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Recently we’ve begun working with a production company in Boston to bring to life our manifestos in video form. An even more powerful way to make clear the vibe and essence of the brand. Here’s Rogerson’s brand video.
Seybert’s is a billiard supply company who felt they had a dated, undifferentiated, unexciting look and feel. Worse it had no real message for pool enthusiasts, it was just an online store. Our job was to take all that was wonderful about Seybert’s and make it meaningful through a powerful bran idea.
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MassPay was a Massachusetts-based company with its roots in payroll services (hence the name, MassPay). However, since its inception the company had evolved greatly. They were no longer serving only Massachusetts customers and their roster of HR products went well beyond payroll.
To win in this competitive HR marketplace we knew the brand idea had to be bigger than MP’s current roster of products/services. Those will constantly change as the brand innovated. The brand idea had to differentiate based on who the company is, not on what it is.
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Ketovie is a complete ketogenic medical food for the dietary management of intractable epilepsy and other disorders that require ketogenic therapy. Parents who have children with epilepsy are scared for their kids and will do whatever they can to help them. Because epilepsy is the result of many conditions, it’s often up to the parents to do the research and, with their physician, plan a course of action.
Parents are hungry for information because they want better ways to treat the seizures in ways that give their kids as normal a life, and with as few side effects, as possible.
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