The Architecture Of Brand
Unpacking how your organization relates to itself and the community it serves is the most critical variable in preparing for success.
This intersection of values, lexicon, personality matrices, etc, creates a functional state where a healthy organization’s internal ethos, and external brand, are defined.
- Culture-market fit is more important than product-market fit because it precludes any product decision.
- Culture is the deep understanding of your customers, the people you hire to serve those customers, and the approach those individuals use to serve customers.
- Having CMF means that your organization’s design, product, and operating mandate match the market opportunity. — Evan Armstrong (Why Culture Eats Strategy)
A leader’s responsibility for building belief, summoning their best self, and helping others do the same sits on equal footing with their fiduciary responsibility to stakeholders. It comes down to the cohesion of colleagues:
We are consultants specializing in the excavation of brand through culture, helping businesses to find their truest voice.
Brand, culture and communications are rarely simple. Understanding requires investigating all facets of an organization to bring challenges to light and find solutions.
Our experience is that creating a holistic proximity to any challenge creates a more holistic impact. Best results come from synchronous, collective, rapid work sessions.
Every program is designed for cultural and commercial impact. Each one is bespoke, but the results are consistent.
With this approach we remove silos, allowing the most valuable ideas to be centered. Here, stakeholders are offered a more complete opportunity to align their perspectives.
“The level of complexity digital media has added to the way a company can articulate its vision makes clarity of vision more relevant than ever.”
Just as architecture is concerned with the spaces between walls and ceilings as much as the walls and ceilings themselves, identity is concerned with a company's actions and culture as well as its logo, graphic design system, and graphics standards manuals. Graphic representations are only visual amplifiers of data points - they themselves are not a company's vision.
Given the unpredictability that digital media are imposing on the economy, it's critical for a company to maintain a clear vision. Clarity of vision offers the best context for business practices, from hiring to product development and marketing strategies. It helps a business keep pace with the competition, and it keeps a company from having to reexamine its goals every time there's a merger, an acquisition, or re-engineering. It also makes incongruities and stress points that the company must attend to easier to recognize. The level of complexity digital media has added to the way a company can articulate its vision makes clarity of vision more relevant than ever. - Clement Mok (Designing Business - 1996)
Discovery
Work Sessions
Communications Planning
Overview of Deliverables
