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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.

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The process utilizes 4 primary elements to achieve these goals: Focus, Promise, Connection, and Harmony.



helps define who you are and who your audience is – through the use of consumer insight, demographics, psychographics, and personality profiles.



defines that one differentiating and powerfully compelling quality that makes your brand razor sharp – in effect, the promise behind the brand.



establishes your “voice” and a messaging system that is based on your defined brand promise, making you the preferred choice over the competition.



works to identify and develop a series of branded touch-points that establish trust – connecting with your audience where they live, work and play.


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.


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