Trends and Truths About Local News Media Coverage
The news media landscape continues to change and with those changes come new challenges and opportunities for journalists and for those seeking to tell their stories through the media.
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
Can marketing (to your employees) save your organization?
When organizations face turbulent times, historically the first line item to go – and the last to be restored – is marketing. Why? Because it’s often seen as non-essential or […]
Three Ways to Escape the Buzzword Echo Chamber
“Our goal is to create synergy that will help us pivot to new strategies when we utilize the talent of our right-sized organization while also finding quick wins.” Wait, what? […]