Branding Expert | Strategy • Naming • Research • Governance

Dana Gold

(0)

Contact for pricing

About this service

Summary

Strategy is the secret ingredient that can transform businesses into successful, enduring brands.

While business owners understand the power of a remarkable visual identity (logo, type face, visual style, color palette etc.), many bypass the critical step of defining a strategy to guide consistent brand visual expression and coherent verbal messaging.

Brand strategy ensures desired associations are established and maintained across every point of customer interaction—from url to irl.

I help clients establish, evolve, and elevate their brands by defining strategic foundations like purpose, mission, vision, values, and more.

In addition to several small businesses, start-ups, and not for profits, I've worked with many of the world's leading brands including:

State Street • Amazon • Gillette • Bacardi • Evian • Tropicana • Danone • L’Oreal • Neutrogena • Aveeno • Le Petit Marseillais • Colgate-Palmolive • WalMart • Quick Chek • Citi • BNY • Coppertone • Claritin • Dr Scholl's • Diageo • Wawa • Coca-Cola • Nestle • Mondelez • Campbell's • Pepperidge Farm • KraftHeinz • P&G • Johnson & Johnson • Merck • Novartis • Bayer • Boston Scientific • Monsanto • Leapfrog • Intuit • LG • Sunbeam/Oster • Verizon • Marriott • Hyatt • Best Western • Bath & Body Works • Molson Coors

Process

PROJECT PREPARATION

INTRO CALL/ZOOM: Meet and greet to discuss vision and goals for project and do a chemistry check to make sure everyone feels comfortable and confident to move forward

SCOPING BRIEF: I like to create a one pager that captures what we discussed in our intro call as well as proposed suggestions for actions and deliverables

WORKPLAN | TIMING | BUDGET APPROVAL: Once aligned on project scope, I'll submit a detailed workplan that provides timing and investment broken out by phase with specific deliverables listed for each

PROJECT PHASES

DISCOVER: Immersion and learning to gain industry and audience insight, explore competitors and adjacent brands, identify mentor brands, to inform forward actions

DEFINE: Establish brand foundations, personality, attributes, etc

DEVELOP: Messaging, narratives, etc. that bring the brand to life, guidelines documenting on-brand examples of visual and verbal expression for consistency and coherence across traditional and digital activations

Deliverables are shared in PDF format at the end of each respective phase and require confirmation of client alignment/approval before moving to the next phase.

This is a fixed 3D framework with each phase building on the previous phase, yet allows for flexibility to adjust deliverables for each phase to fit client preferences and needs.

What's included

Strategic Foundations | Brand DNA • Naming
Based on client needs and aligned project scope I can deliver any and/or all of the following: purpose, mission, vision, values, positioning, personality, tone of voice, architecture, audience personas, and naming
Industry, Audience, and Competitive Learning | Immersion
Audit and analysis of industry trends, audience insights, key competitors, mentor brands, cross-platform/channel communications
Guidelines
Brand DNA blueprint that includes strategic foundations and guidance for consistently achieving on-brand visual and verbal brand communication

Example projects