Razor Branding™ permeates all levels of marketing, advertising, digital and social media giving us a unique advantage in first identifying our client’s target audience and then developing messaging, strategies, and creative that builds awareness, loyalty, and eventual advocacy.
We accomplish this by changing the conversation to better position our clients within their marketplace regardless of industry, size or location.
Razor Branding™ develops brands from the inside out, establishing a series of branded touch-points that form emotional connections with the consumer. Developing these connections relies heavily on understanding the psychographics of audience behavior and not just demographic profiles that rarely tell the whole story.
The process utilizes 4 primary elements to achieve these goals: Focus, Promise, Connection, and Harmony.
Focus
(THE WHO)
helps define who you are and who your audience is – through the use of consumer insight, demographics, psychographics, and personality profiles.
Promise
(THE WHY)
defines that one differentiating and powerfully compelling quality that makes your brand razor sharp – in effect, the promise behind the brand.
Connection
(THE WHAT)
establishes your “voice” and a messaging system that is based on your defined brand promise, making you the preferred choice over the competition.
Harmony
(THE WHERE)
works to identify and develop a series of branded touch-points that establish trust – connecting with your audience where they live, work and play.
CHANGING THE CONVERSATION
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.
Thinking about the (consumer, patient or guest) and their brand choices helps our team craft strategies and messages that motivate behavior. By changing the conversation, we are able to clearly define the promise of a brand within any given industry. In doing so, (consumers, patients or guests) can easily understand how a particular product, service, or company can enhance their lives.
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.
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.
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