Revisiting a brand’s personality, promise, and positioning is challenging because of the time, money, and resources already invested. Our first step was to conduct a series of internal workshops, customer interviews, a marketing audit, and a competitive analysis to confirm what brand characteristics should be kept and where there were opportunities to evolve. Based on the findings, we focused on refreshing each brand’s personality, promise, and positioning.
To communicate and activate each brand’s distinctiveness, we produced more tailored brand stories, clearer messaging, visual mood boards, and relevant customer personas. Over time, these were incorporated into sales presentations, educational tools, and trade show materials