Razor Branding™ works towards four primary goals at all times: Focus, Promise, Connection, and Harmony.
Focus
helps define who you are and who your audience is – through the use of consumer insight, demographics, psychographics, and personality profiles.
Promise
defines that one differentiating and powerfully compelling quality that makes your brand razor sharp – in effect, the promise behind the brand.
Connection
establishes your “voice” and a messaging system that is based on your defined brand promise -making you the preferred choice over the competition.
Harmony
works to identify and develop a series of branded touchpoints that establish trust – connecting with your audience where they live, work, and play.
CHANGING THE CONVERSATION
Whether the Razor Branding™ process is carried from start to finish, or simply used in principle as a foundation for a project, this approach to thinking about the consumer and their brand choices, helps our team craft strategies and messages that motivate consumer behavior.
With the public more savvy and better armed with information today, we understand that it takes more than just a pretty picture and shelves full of awards to win the day. For us, creative without strategy is just art.
At RUSSO, the desired outcome for all marketing and advertising initiatives is to produce advocacy for your brand – and the only way an agency can do that is to lead creative with insights and strategy in a way that produces substantially different results.
By changing the conversation, we are able to clearly define the promise behind the brand, within any given category. In doing so, consumers can easily understand how a particular product or service can enhance their lives.
BRANDING A TRIBE
No matter how creative the advertising, a poorly positioned product, service, or brand will fail sooner or later. For this reason, we work with the client in developing what is most worthwhile to communicate to the consumer – giving them a reason to join their tribe.
Questions We Ask
- What “mental real estate” is yours to own?
- What emotions do you evoke?
- What differences may you authentically claim?
- Why should we (the public) care?
Capabilities
The following elements provide a proven system that assess where you are, where you want to be, and what it will take to get you there. They also provide the framework and architecture for implementation.
The following are a few of the elements that make up our process – depending on which package works for your needs.
Brand Assessment
Touchpoint Architecture
Social Media Applications
Consumer Profiling and Research
Psychographic Mapping
Campaign Architecture
Consumer Experience Evaluation
Touchpoint Mapping
Media Planning
Competitor Analysis
Touchpoint Development
Opportunity Analysis
Brand Viability & Registration
Name & Identity Analysis
Trademark Architecture
Domain Search
Media Usage Analysis
Naming Conventions
Federal/State Trademark Search
Identity Development
Trademark Registration
Internal HR Branding
Tagline Development
Cross Cultural Evaluation
Message Training
Identity Standards
Retention Initiatives
Trademark Registration
Measure and Impact
Buy-In Programs
Performance Evaluations
Brand Launch/Implementation
Brand Management Guidelines
Brand Strategy
Website Development
Consumer Perception Evaluations
Brand Positioning
Collateral/Sales Materials
Message Development
Public Relations