Small Businesses, Significant Connections
Small businesses are the backbone of our economy and often the best answer to our business needs. But studies show that one in five small businesses fail in their first […]
Brand Development
At its core, a brand is the emotional attachment all of your customers or stakeholders have with your organization. Yes, it’s your name and visual identity, but it’s also your reputation, your relationships, your employees, your promise. It’s the overall experience you create every day. A focused brand knows exactly what it is, why it’s different, and why people want it. And through our research-based process, we’ve worked to help organizations develop new brands or refresh those in need of a lift.
Research and Planning
Using qualitative and quantitative research methodologies, we uncover important insights that reveal the essence of your brand. These insights are used to build the core brand narrative and ultimately inspire impactful executions.
Brand Strategy
Rooted in research and audience insights, we develop core brand language — like your organization’s positioning and brand promise — that inform brand expressions. Brand strategy efforts establish the framework for marketing communications moving forward.
Messaging and Positioning
We go beyond brand strategy to develop the essential brand narrative, including your elevator speech. When it comes to message development, we prioritize benefits over features — benefits inspire action, while features are used to justify those actions.
Audience Personas and Segmentation
Who are you talking to and what do they care about? This is vitally important to knowing how to communicate to various audiences. By developing psychographic-based profiles, we can craft impactful marketing and communications executions that resonate.
Customer Journey Mapping
Just like life, marketing is a journey. Ultimately, you must move someone from awareness to action and action to advocacy. But what are the touchpoints along that path? Where do you lose people? Answering these questions will help focus your marketing executions for the greatest ROI.
Visual Identity
Your logo and visual identity not only identify your organization, they establish a tone for customers. This first impression is critical to a brand and its audiences, and Borshoff will ensure you stand out and command the attention you want.
Brand Development Blogs
Words Matter: How to Get on the Same Page With Your Customers
When talking with colleagues or people within a certain industry, we can easily get into a groove, using terms and phrases we’ve mastered or are trending. It can be satisfying […]
Art in the City
Public art, placemaking and the use of art in business settings are not new concepts but in recent years, a new push to include diverse artists in these efforts and […]