Phases of our typical process

We take you through a unique and effective process to clarify, strengthen, and execute your brand. Our approach is 360. We look at your whole organization, recognizing that the internal implementation of a brand is just as important as the external.

Our process consists of five phases outlined in the subsequent lines. This outline is based on our 20 years of experience with branding projects.

1. Discovery

Phase 1 Diagnostic Workshop

During the first weeks of the project, we will conduct a Project Kickoff and Brand Strategy Diagnostic Workshop. This is a key meeting during which stakeholders, staff, and project partners will seek to build consensus and momentum around the project objectives and process. This engagement will establish the first version of the organization’s Brand Pyramid, which clarifies answers to a number of fundamental questions. We will then develop a Brand Value Map that diagrams how key audiences relate to the organization’s value proposition. The initial Brand Value Map is a hypothesis that will guide Phase 2.

See this in action: Case Study

2. Research

Phase 2 Research

Market Definition

In Phase 2, we focus on the brand strategy: What is the organization to its key audiences, what does each audience want from the organization, and how can the organization best reach them? We will test the Brand Value Map from Phase 1 by conducting interviews with a selection of audiences on the map that are deemed most important. At this point our team may initiate research into the competitive advantage based on the identified needs and goals of the organization.

In this phase, we will deepen our understanding of the organization from the perspective of various audiences, allowing us to identify the most important audiences and the messages that will resonate with them. This process yields the insight necessary to develop a strategy around the most natural intersection of audience need and the organization’s offer.

Brand Pyramid

3. Brand Strategy

Phase 3 Brand Strategy Development

The brand strategy reflects decisions made by the organization in consultation with Tronvig Group and guided by the findings. The strategy itself is a summary, rendered in clear language, of the organization’s ideal future brand position. The document will describe the organization’s brand as it will be experienced by key audiences when the strategy is fully implemented. With this insight, we can assess the strategic alignment of virtually any current or future tactical activity or product: websites, programs, events, ad campaigns, publications, etc.

See this in action: Case Study

4. Alignment

Phase 4 Alignment

To prevent the brand strategy from being an intellectual but not operationalized document, Tronvig Group proposes to lead Brand Alignment Workshops with individual departments (or simply a sample training workshop with the marketing or human resources department). These workshops serve to transform the Core Values from theoretical concepts to operational reality. They help all employees to be more confident and collaborative in their work each day.

5. Creative Execution

Phase 5 Creative Execution

Execution (based on strategy)

Creative execution is where it all comes together. The audience understanding we've developed, the strategy we've defined, the goals we're reaching towards—this is where they come to life. It isn't just about personal taste. Should it be aesthetically beautiful? Absolutely. But that doesn't mean "I don't like it" is an acceptable critique. Our process ensures that design responds to audience needs and sound business goals. It's one of the reasons we aren't your typical agency: we won't just give clients eye candy that's easily approved but not grounded in strategy.

See this in action: Case Study