Brand Strategy is a comprehensive plan that defines how you differentiate itself, connect emotionally with its target audience, and achieve long-term success in a competitive market. It involves distilling your unique value proposition, mission, vision, and value while acting as a foundation for storytelling, visual aesthetics, consistent messaging, and ultimately informs the creation of a cohesive identity that aligns with the brand's ethos and the lifestyle aspirations of its customers.
Put simply through brand strategy we answer two foundational questions:
- What do you believe?
- How do you behave?
- What do you believe?
- How do you behave?
What We Are Doing:
Brand Culture & Ethos
- Defining the Mission, Pillars, Values and Customer Journey through your unique brand culture and ethos.
Target Audience Insight
- We isolate and frame the preferences, values, and lifestyles of consumers to tailor the brand experience.
Positioning
- We clarifiy and locate the brand's place in the market, highlighting key differences through culture, and offering.
Storytelling
- We articulate a compelling narrative around the brand's heritage, vision, and values to build emotional connections and loyalty.
Priority Roadmapping
- We offer a strategic plan on possible next steps in your brands journey and a roadmap for what the next 6-12 months may look like in terms of identity development and team expansion.
Our strategy process is broken down into a series of consecutive phases that build over the development of the project.
Phase A: Mission, Vision, Values—2 to 4 weeks.
Objective: Identify the core essense of the identity. Who is the audience, what is it *really* and what is unique about your company.
In this first phase through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul.
In order for this phase to have the right impact honest dialogue is necessary. It may seem like "discussion" or "just talking" but for us and for you to truly understand your brand’s potential it is important for us to understand where we are starting from.
Meetings are centered around establishing the mission, pillars, and values. Leadership participation is integral Client action items:
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- Client Must provide or come prepared to discuss previous talking points.
Phase B: Audience & Positioning—2 to 4 weeks.
Objective: Identify the core essense of the identity. Who is the audience, what is it *really* and what is unique about your company.
In this Second phase we work to help (re)locate who the audience is and what truly separates you within the competitive marketplace. Utilizing your new Mission, Vision, Values, Beliefs, and Behaviors we map the white space of your sector, and parallel markets while charting your unique position and perspective.
In this Second phase we work to help (re)locate who the audience is and what truly separates you within the competitive marketplace. Utilizing your new Mission, Vision, Values, Beliefs, and Behaviors we map the white space of your sector, and parallel markets while charting your unique position and perspective.
Client action items:
Client action items:
1. Attend & Participate in Brand Strategy Meetings
- Client must provide or come prepared to discuss previous talking points.
Objective: Identify the core essense of the identity. Who is the audience, what is it *really* and what is unique about your company.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
Phase 1: Brand Strategy, 1 weeks.
Phase 1: Brand Strategy, 1 weeks.
Objective: Identify the core essense of the identity. Who is the audience, what is it *really* and what is unique about your company.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
Phase 2: Discovery & Ideation, 2 weeks.
Phase 2: Discovery & Ideation, 2 weeks.
Objective: The goal of this phase is to take the knowledge gained, outlined, and structured within the Brand Strategy phase, and begin to form 2 design directions or hypotheses in which the brand's world can communicate.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
Week 1
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
MF9 considers feedback in application.
Weeks 2 to 4
- MF9 forms two concrete directions to further develop.
- Design Check-In I: MF9 presents initial design solutions, and research.
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Client action items:
1. Attend kickoff meeting
2. Pay Phase Deposit or necessary fees.
- Client must pay phase deposits or necessary fees within 2 business days of receiving.
3. Attend design Check-In I
- Client must provide feedback on initial round of design within 2 business days of Check-In I
4. Attend design Check-In II
- — Client must provide feedback/choose a direction on second round of design within 2 business days of Check-In II. If needed a secondary meeting can be called to discuss, and collaboratively finalize the direction of the project. This could impact timeline depending on discussion, and work needed.
Phase 3: Design Development, 3 weeks.
Phase 3: Design Development, 3 weeks.
Objective: The goal of this phase is to take the knowledge gained, outlined, and structured within the Brand Strategy phase, and begin to form 2 design directions or hypotheses in which the brand's world can communicate.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
Week 1
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Weeks 2 to 4
- MF9 forms two concrete directions to further develop.
- Design Check-In I: MF9 presents initial design solutions, and research.
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Objective: A fully built-out, and explored world application of the project. This is where high-level concept work, and reality meet. Photo shoots, Video Production, CGI, Motion, etc...Every level of the brand within the inital scope is designed, clarified, built, and ultimately summarized within the final brand book.
Part 1
- MF9 executes, and finalizes major touch points of the core scope. Logo, Typography, Color Palette, etc.
- Create a design and development timeline based on project requirements, and reaffirm with client.
-
Client to Attend Design check-ins scheduled every two-weeks to allow for ample time to design, and address revisions.
- MF9 executes, and finalizes major touch points of the core scope. Logo, Typography, Color Palette, etc.
- Create a design and development timeline based on project requirements, and reaffirm with client.
-
Client to Attend Design check-ins scheduled every two-weeks to allow for ample time to design, and address revisions.
Client to Attend Design check-ins scheduled every two-weeks to allow for ample time to design, and address revisions.
Part 2
- Extended Brand Engagement happens here. CGI, Motion, Photo and Video(initaited in Part 1) in finalized.
- Design Check-Ins within Part 2 focus on alignment across the Extended Brand Engagement.
- The Final Guideline Deliverable is initated, and complete. This brand book becomes the final output. It holds all assets, rules, guidelines, direction and more for the company's brand soul and identity.
The Final Guideline Deliverable is initated, and complete. This brand book becomes the final output. It holds all assets, rules, guidelines, direction and more for the company's brand soul and identity.
Client action items:
1. Pay Phase Deposit or necessary fees.
- Client must pay phase deposits or necessary fees within 2 business days of receiving.
3. Attend design Check-In I
- Client must provide feedback on initial round of design within 2 business days of Check-In I
4. Attend design Check-In II
- — Client must provide feedback/choose a direction on second round of design within 2 business days of Check-In II. If needed a secondary meeting can be called to discuss, and collaboratively finalize the direction of the project. This could impact timeline depending on discussion, and work needed.
Phase 4: Production, 6 to 8 weeks.*
Phase 4: Production, 6 to 8 weeks.*
Objective: Take any necessary designs executed in the previous phase and bring them into reality.
Projects if necessary finish in the Production and Development phase, not to be confused with the Production and Development processes within the Product Design, and Development. This is where final design are turned physical. Banners, Signage, Printed Ephemera, and or Digital Assets like websites are put into development.
Client action items:
1. Availability to meet and discuss design/development direction twice during the agreed upon 2–4 week window.
- All stakeholders must be present in both meetings
-
In this situation, a stakeholder is a member of the team required for final sign-off
2.
Feedback on design/development direction within 2 business days of both meetings.
3. Sign-off on design direction within 2 business days of final product proposal delivery.
Objective: The goal of this phase is to take the knowledge gained, outlined, and structured within the Brand Strategy phase, and begin to form 2 design directions or hypotheses in which the brand's world can communicate.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
4. Attend design Check-In II
- — Client must provide feedback/choose a direction on second round of design within 2 business days of Check-In II. If needed a secondary meeting can be called to discuss, and collaboratively finalize the direction of the project. This could impact timeline depending on discussion, and work needed.
Week 1
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Weeks 2 to 4
- MF9 forms two concrete directions to further develop.
- Design Check-In I: MF9 presents initial design solutions, and research.
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Objective: The goal of this phase is to take the knowledge gained, outlined, and structured within the Brand Strategy phase, and begin to form 2 design directions or hypotheses in which the brand's world can communicate.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
Week 1
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Weeks 2 to 4
- MF9 forms two concrete directions to further develop.
- Design Check-In I: MF9 presents initial design solutions, and research.
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Objective: The goal of this phase is to take the knowledge gained, outlined, and structured within the Brand Strategy phase, and begin to form 2 design directions or hypotheses in which the brand's world can communicate.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
Week 1
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Weeks 2 to 4
- MF9 forms two concrete directions to further develop.
- Design Check-In I: MF9 presents initial design solutions, and research.
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Objective: The goal of this phase is to take the knowledge gained, outlined, and structured within the Brand Strategy phase, and begin to form 2 design directions or hypotheses in which the brand's world can communicate.
The brand strategy phase begins with a meeting between MF9 and you—the client. We begin working together through dialogue to home in on a constructed mission supported by a set of pillars and values that are authentic and unique to you. We call this the brand soul. After a newly established soul is agreed upon, we take all research and dialogue into the next phase of our process—Ideation and Discovery.
Client action items:
1. Attend kickoff meeting
2. Sign proposal within 2 business days of delivery
- Client must pay any associated design fees and/or deposits otherwise the next meetings will be cancelled, and rescheduled for the next week.
3. Attend & Participate in Brand Strategy Meetings
- At the end of each meeting there may be “homework” on each side.
- Client Must provide or come prepared to discuss previous talking points.
4. Attend design Check-In II
- — Client must provide feedback/choose a direction on second round of design within 2 business days of Check-In II. If needed a secondary meeting can be called to discuss, and collaboratively finalize the direction of the project. This could impact timeline depending on discussion, and work needed.
Week 1
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- Kickoff meeting between client and MF9
- Re-affirm the full project timeline based on project requirements, and strategy outcomes
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
Weeks 2 to 4
- MF9 forms two concrete directions to further develop.
- Design Check-In I: MF9 presents initial design solutions, and research.
- MF9 considers feedback in application.
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
- MF9 considers feedback in application
- Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
MF9 considers feedback in application.
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together
MF9 considers feedback in application
Design Check-In II: MF9 presents back two concrete directions. To proceed a direction is chosen, or more commonly than not, aspects of both are melded together.
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