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Branding & USP

Branding and USP Cluster image of PCED business card, Address Healthcare logo, and a designer using a lightbox to illustrate

The marketing journey of any product or service begins with developing and defining the brand. We start with a brand platform to articulate key components including brand characteristics, tone of voice, core values, positioning, promise, and unique selling proposition (USP). This presentation includes a deep understanding of the competitive landscape, brand challenges and advantages, along with brand pillars which represent the foundation on which the brand is built and how its marketing will execute. Once we have our brand platform built, we design brand identity systems that articulate your business goals, differentiate you from your competitors, and function seamlessly in every execution. We also begin to craft the key messaging in both short and long form.

  • Market research
  • Competitive Analysis
  • Brand Platform
  • Brand Positioning & Unique Selling Proposition (USP)
  • Brand Identity & Guidelines
  • Competitive Analysis
  • Define Target Audience(s)
  • Brand Character - What we stand for
  • Core Values - The fibers of our being
  • Tone of Voice - How we sound
  • Brand Pillars - What we’re made of
  • Positioning - Who we are, what we do, who we do it for
  • Brand Promise - Emotional contract with our customers
  • Unique Selling Proposition (USP) - Why we are better/different
  • Brand Hierarchy
  • Brand Identity Systems
  • Creative Concepts
  • Naming
  • Logos
  • Key Messaging
  • Brand Sheet
  • Brand Standards & Guidelines
  • Brand Hierarchy