Setting the foundation for distinctive and defensible brand value. defensible brand value.
Our Approach.
Following the consumer decision process of “the head and the heart”, we leverage our proven frameworks to create a differentiated and clear expression of your brand’s positioning and equity. This “playbook” for your brand’s equity expression can then be used to drive creative work from packaging design, website development, advertising and beyond.
Value Proposition
Win “the head” of the consumer by being clear on what your brand offers that others don’t, why your brand is “worth it” and how the attributes of your product(s) map to an emotional payoff for the consumer.
Brand Personality
Win “the heart” of the consumer by showing them your brand is “for them” with distinctive personality, archetype, values and tone of voice distinct from the competitive set.
A Playbook For Consistency
Tying it all together, you have a holistic brand that is clearly valued and desired by consumers. Keep the branding consistent with our brand foundations document as a “playbook” for what is on brand vs. not.
A positioning blueprint for through brand distinction.
Ensuring your brand has true value and pricing power above and beyond the category functional benefits. Brands with meaningful equity get that way by being clear on what they are, who they are for, and showing up in a certain way consistently over time. Our process of developing brand foundations brings your whole team along to “lock in” the branding playbook for your business..
- Internal Alignment: Empower your internal team and agencies with a clear and comprehensive understanding of your brand’s core elements, ensuring alignment and consistency across all activities.
- Unified Messaging: Deliver targeted messaging across all advertising and marketing channels to reinforce brand identity and resonate with your audience, ensuring cohesive and impactful communication.
- Sustainable Growth: By using the brand foundations guide, along with your style guide, you can communicate quickly and effectively between teams and overtime what is and isn’t on brand. Brand consistency is a primary driver of growth.
Our proven methodology has enabled over 200 brands to significantly enhance their market presence, driving over $20 billion in incremental sales. By integrating strategy, design, and consumer testing, we ensure every element is optimized for success. This is not just a promise; it’s a performance guarantee backed by data and real-world results. This process leads to measurable results for every brand we work with. It’s why we offer a guarantee for success in every contract with our clients.
Learn More About Our Brand Foundations Services
Frequently Asked Questions
What exactly are brand foundations?
Brand foundations establish the core elements of a brand, such as its strategy, identity, values, story, and personality. These components, developed through comprehensive market research, form the basis for all marketing efforts and overall brand positioning.
How does establishing brand foundations benefit the business?
Strong brand foundations enhance brand identity and ensure effective connections with the target audience. They impact packaging design, purchase intent, promotion conversion rates, and social media engagement, contributing to a cohesive marketing strategy. This consistency helps businesses establish a strong presence and foster greater brand loyalty, essential for long-term success.
How do you approach the development of brand foundations in packaging?
Our approach begins with extensive brand and competitor analysis, along with relevant market research. As a data-driven agency, we ensure that brand foundations influence packaging design by establishing clear direction and hierarchy for messaging and visual identity elements. This approach ensures every aspect of the packaging aligns with the brand’s core values and aesthetics, making the brand instantly recognizable to consumers.
What elements do you consider essential in representing a brand's foundation on its packaging?
Essential elements include prominently featuring the brand values that matter most to the target audience. These values should be visually and textually communicated in a way that resonates with the target audience, ensuring the packaging design reflects what the brand and its products stand for.
How do you ensure that the packaging reflects the brand's core values and mission?
We design with the target audience in mind, communicating the brand’s core values and mission through critical purchase drivers. By understanding consumer preferences and expectations, we ensure the packaging effectively conveys the brand’s message and upholds its mission, reinforcing the brand’s identity and principles.
In what ways do you test or validate brand foundations to ensure they resonate with consumers through packaging?
We engage potential customers using tests such as our PREformance™ Baseline and Brand Positioning Tests. These tests measure how effectively the current packaging communicates the brand’s message and identify necessary changes for optimization.
What is the investment necessary for engaging in brand foundation services?
Our brand foundation services are part of our Path to Performance™ process, typically ranging from $25,000 to $500,000. This cost varies depending on the project scope and specific requirements needed to establish a strong, effective brand identity and packaging design that uniquely resonates with customers. Investing in these foundational services is essential in CPG for building a successful brand.
What is the typical timeline for establishing brand foundations?
The timeline can vary based on project complexity but generally involves several phases, from initial research and strategy development to finalizing core brand elements and packaging design. The entire process typically ranges from 3 to 6 months.
What additional brand development services does your agency offer?
In addition to foundational branding services, we offer a comprehensive suite of brand development services, including brand strategy, brand positioning, creative design, and consumer testing. These services enhance your brand’s competitive advantage and market presence by effectively engaging your ideal customer. For a detailed list of all our services, please refer to the full list available at the bottom of this page.
Our Results.
Explore Data-Driven
Success Stories
We lead all our clients toward objective wins across every category.
Positioning, Design, Testing
Brand positioning and packaging drive 2x sales in 3 months.
Positioning, Design, Testing
30% sales lift after packaging refresh for Yucatan.
A 34% increase in purchase preference drove the sales boost, attracting younger consumers and expanding market share.
Design, Testing
7pt purchase intent lift for the leader in bloody mary mixes.
Our researched and tested packaging has delivered dynamic jumps in purchase intent for these brands.
Talk to us
Contact us to discuss how we can help you experience the full possibility of your brand.
What happens next?
- One of our experts will look over your details and contact you.
- If needed, we’ll sign an NDA to keep the highest level of privacy.
- We'll schedule a discovery call to discuss your specific job to be done and how we can help drive your brand's growth.