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Your brand is what other people say about you when you’re not in the room. ~ Jeff Bezos, Founder of


Design is not just what it looks like and feels like. Design is how it works. ~ Steve Jobs, Co-Founder of Apple.


Make every detail perfect, and limit the number of details to perfect. ~ Jack Dorsey, Co-Founder of Twitter.

Pleasure put perfection in work.

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01 Consider your overall business strategy.

Your overall business strategy is the context for your brand development strategy, so that’s the place to start. If you are clear about where you want to take your company, your brand will help you get there.

02 Identify your target clients.

The narrower the focus, the faster the growth. The more diverse the target audience, the more diluted your marketing efforts will be.

03 Develop your brand positioning.

A positioning statement is typically three to five sentences in length and captures the essence of your brand positioning. It must be grounded in reality, as you will have to deliver on what you promise. It must also be a bit aspirational so you have something to strive for.

04 Develop your messaging strategy.

While your core brand positioning must be the same for all audiences, each audience will be interested in different aspects of it. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages.

05 Develop your name, logo and tagline.

Remember, your name, logo and tagline are not your brand. They are ways to communicate or symbolize your brand. You must live it to make it real.

06 Develop your content marketing strategy.

Content marketing is particularly well suited to professional services firms in the Internet age. It does all things traditional marketing does but it does them more efficiently. It uses valuable educational content to attract, nurture and qualify prospects.