Branding both inside and out

A powerful brand is visual, but it’s also behavioral.

It’s about what you do, why you do it, and how you do it differently from others. In other words, your brand has to be built on organizational strategy. The people on the inside—employees, donors, and other stakeholders—are just as important as your customers, visitors, or prospects.

We’ve got a time-tested process to put all of these elements in order, make sure they’re true, and then let the world know.


Brand Discovery

We start every project with a diagnostic workshop that brings together all key stakeholders, staff, and project partners to build consensus and momentum around the project objectives. In this meeting, we’ll create the organization’s Brand Pyramid which answers some fundamental questions and guides the rest of the process. We’ll also make a hypothesis for the organization’s differentiated value proposition which we can test in the research phase.

Learn more about the Brand Pyramid.

See this in action: Case Studies

Tronvig Group In-House Capabilities
  • Brand Audit
  • Brand Pyramid
  • Mission & Vision
  • Values Distillation
  • Brand Mapping
  • Strategic Planning
Offered Through Close Partnerships
  • Opportunity & Impact Assessments
  • Financial Assessment


It’s crucial for an organization to be able to see itself as its customers do. A truly strategic process must incorporate an outsider’s perspective. Our qualitative research methodology uses in-depth projective interviews with key target groups. We’ll figure out where your competitive advantage is: where does your offer intersect most naturally with what the audience needs?

We can also add quantitative support to our qualitative research to tackle key questions that may emerge.

Learn more about the Competitive Advantage Diagram.

Tronvig Group In-House Capabilities
  • Qualitative Market Research
  • In-Depth Interviews
  • Quantitative Market Research
  • Competitive Advantage Analysis
Offered Through Close Partnerships
  • Competitive Benchmarking
  • User Testing
  • Panel Testing
  • Observational Research
  • Focus Groups
Brand Strategy

Brand Strategy

At this point we’ve got internal insight from Discovery and external insight from Research. Time to put it all together. The backbone of brand strategy is your positioning statement, which defines your target audience, the area in which you compete, your differentiated value proposition, and what you aspire to be known for in the world. We’ll craft the statement to be ambitious enough to drive marketing efforts and influence operational decisions across the organization. It’s also an inspirational statement—it will make a promise that everyone is excited to work together to deliver upon.

With the position established, you can assess the strategic alignment of virtually any current or future tactical activity or product: websites, exhibitions, programs, events, advertising campaigns, publications, etc.

Learn more about the Marketing Targets Diagram.

See this in action: Case Studies

Tronvig Group In-House Capabilities
  • Positioning
  • Naming
  • Brand Architecture
  • Targeting
  • Key Messaging
  • Rollout Planning
Offered Through Close Partnerships
  • Communications Strategy
  • Content Strategy
  • Program Development
  • Exhibition Strategy & Design


Organizational alignment can be thought of as the internal execution of a brand. It ensures that the brand promise is not an empty one but instead something that is expressed in the decisions and behaviors of all the organization’s employees. Tronvig places an organization’s Core Values at the center of its signature alignment methodology. A culture supported by a small set of genuine and clearly defined Core Values can affect organization-wide behaviors and facilitate attracting the right people, reject the wrong ones, and help frame and adjudicate conflicts that inevitably arise within an organization, leading to a genuine commitment to important decisions and greater organizational performance. Alignment is what ensures your brand is a 360 brand.

Learn more about organizational alignment.

Tronvig Group In-House Capabilities
  • Values Definition
  • Alignment Planning
  • Alignment Workshops Facilitation
Offered Through Close Partnerships
  • Diversity, Equity & Inclusion Consulting


Our visual brand systems are well conceived for consistent application and long-lasting relevance. They are firmly rooted in strategy rather than trends, ensuring that they withstand the test of time. Whether you’re a legacy organization in need of a refreshed image, or a startup looking to create a brand presence from scratch, we take great care to craft a full visual system with specific brand guidelines that are easy to implement.

Tronvig Group In-House Capabilities
  • Visual Identity Systems
  • Brand Guidelines
  • Graphic Design
  • Signage & Wayfinding
Offered Through Close Partnerships
  • Web Design & Development
  • Information Architecture
Marketing & Advertising

& Marketing

Advertising and Marketing is where the strategy comes to life in ways that are expressly public. Should the advertising be visually appealing? Absolutely. But that does not mean personal taste should override strategy and customer understanding. Our process ensures that design responds to audience needs and is built on a strong marketing strategy and sound business goals. This is one of the reasons we are not your typical agency—we won't give you eye candy that's easy to approve but not grounded in strategy.

Tronvig Group In-House Capabilities
  • Advertising Campaign Creative Development
  • Advertising Campaign Design
  • Advertising Copywriting
  • Advertising Production:
  • Marketing Strategy
  • Marketing Plan
Offered Through Close Partnerships
  • Integrated Media Planning:
  • Media Strategy
  • Media Plans
  • Media Buying
  • Media Trafficking
  • Campaign Optimization
  • Media Reporting & Analytics
  • Social Media Marketing
  • SEO
  • SEM
  • Public Relations
  • TV & Video Production
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