Process
Our Convergent Branding Process focuses on the three main areas of your brand: story, culture and creative. But what do each of those mean? Keep reading to find out.
Story
What business are you in … really? CHANGE can help you answer that question by helping you define your unique story. Most organizations define themselves only in terms of the products or services they provide. But the most effective ones use unique language that tells a story. Convergent branding distinguishes you from other organizations. When you can clearly state what you do beyond the specific service or product you provide, your genuine brand will connect.
Culture
Is your organization structured for enduring brand success? CHANGE looks at every aspect of your organizational culture (structure, processes, and people) to determine if you have the interrelated components to live your brand over the long haul. If you can't live what your brand language promises, you're at risk. CHANGE partners with you to evaluate, recommend and guide internal adjustments so you're organized for effectiveness and sustained brand success.
Creative
How do you communicate who you are? CHANGE works with your team to translate your compelling brand story into words and images that speak to the heart and compel action. Creative projects (websites, brochures, ads, etc.) should evoke motion and emotion in your target audience. Creative is the easiest part of the process to quantify—it's the culmination of the work that happens throughout the other steps of the process.
