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Think first. Create later.
Before we put pen to paper we work hard to develop a clear BrandVision for your company that then forms a foundation from which all aspects of communications “grow.”
Think of it as taking the time and patience to get to know someone’s personality and inner strengths. Everyone has a personality, whether it is extroverted, introverted or ho-hum, and everyone has inner strengths — whether visible or hidden from view.
What we do in the BrandMapping™ process is similar to giving that person an “extreme make-over.” We find colors and styles of clothing as well as accessories that compliment this person’s basic body structure, physical features and personality. We trim the hair, freshen the make-up and make note of the way they connect with others.
Bottomline, we make this person feel comfortable and attractive to those they wish to attract — the customer. We don’t change their personality — but we shed light on their strengths and give them the confidence to be successful.
So whatever Cukjati’s level of involvement with your organization — from a simple project to a major integrated marketing campaign — our thought process is the same: create a BrandVision before we move on to actual communications.
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BrandMapping™
Our proprietary three-part BrandMapping™ process is a unique system for creating a powerful BrandVision based upon your strengths and personality — as well as your customers social, functional and emotional needs.
Step One: Think first: the research.
Cukjati recommends a MindMapping® session at the beginning of each brand development or campaign process. This intense interactive session, led by Mary Cukjati, is composed of individuals from every level of your organization. We believe mind-maps work because they explode linear thinking and allow the group to expand its horizons beyond the usual directions. Secondly, it’s inclusive and encourages a quick “buy-in” of the whole team. Finally, it levels the playing field and allows thinkers with less confidence (and quieter voices) to share their insights and ideas.
In this process, we ask for a tight definition of your business goals; how do you want the investment in communications to pay out? Who precisely are you talking to? Where is the business going to come from? We need to understand what your client or customer wants from you — their social, functional and emotional needs in relation to your product or service.
Step Two: Brand Vision
We take what we have learned in the MindMapping® and other research to create a BrandVision that understands the needs of your client, while it defines and enhances your public personality. In addition, we often create an integrated marketing and communications plan to introduce brand elements to external and internal markets, and assign real accountability to the communications investment.
Step Three: Implementation and Accountability
The BrandVision then guides our work in the development of your Brand Design and Message: naming, logo/trademark design, the overall style elements, and the application of the approved design and content concepts to all communications materials. Finally, we believe that the agency should be fully engaged in ROI evaluations through a range of analytical and statistic options to demonstrate a behavior change in your client or customer consistent with established goals.
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