Auditing and assessing where you are now, clarifying your goals, and charting a path to achieve them.

Through a brand audit, we delve into your business challenges. Our structured workshop builds a comprehensive picture of your organization and a deep understanding of who you need to reach, what you need them to do, and how they will benefit. Through research and interviews we create buyer personas that identify backgrounds, goals, challenges, common objectives and how your business addresses their needs. Our branding experts will highlight the gap between where you want to be and where your business currently stands. The first step is shaping a strategy to get you there.

During this process we analyze, collect and report:

• Mission & vision
• Business strategy & goals
• Customer experience
• Key products & services
• Research & analysis
• Culture & history
• Competitor landscape

Positioning your brand for strategic advantage.

A great brand strategy is the process of understanding where a brand has been, its current market position, and its long-term goals. These findings help you plot a course to achieve future goals. A successful brand strategy maintains its focus, however the audiences on which it is focused are subject to change. Disruption, changing economics and attitudes can appear seemingly without notice. And while your purpose may not have changed, you may find the need to rethink your expression. Repositioning your brand can showcase your experience and innovation in a new way, matching the ‘now’ and the future.

Strategy that puts everything in place.

A brand architecture organizes your brand portfolio, making it easy for customers to identify and choose products. This portfolio should be welcoming and intuitive, but too often it becomes a confusing maze of names. By discussing with stakeholders, reviewing existing brands and competitors, and assessing areas that need streamlining, we develop options and guidelines for when new brands are warranted, and if needed, a protocol for how they’ll be developed in the future. The result? A flexible yet consistent structure for all your brands that clarifies the relationships between them and simplifies the current setup and future efforts.

Defining and connecting your brand’s visual and experiential touchpoints to create unforgettable experiences and drive business results.

A brand identity is more than a logo. It’s the expression of your brand, the promise to your customers, and the consistent touchstone throughout the sales cycle. While brand naming is the verbal part, the visual elements provide supporting context that strengthen the brand name and increase authority. Our design team creates a comprehensive visual identity system reflecting strategic objectives and distinguishing the brand. From graphic design to UX and experiential design services, Handlangers brings a multi-disciplinary approach to harmonize every element of your brand and present a complete picture to the world.

Creating company-, product- and service names for established firms, startups, and flashing brands.

Good names arise out of solid strategic understanding of a brand’s positioning, competitors, opportunities for differentiation, and existing product families and naming styles. As each naming project is unique, there are many variables that we can address before beginning. For that reason, Handlangers developed a very straightforward brand naming process:

• Positioning: Ensuring immersive understanding of your business objectives.
• Competition: Analyzing competitors to refine your brand positioning.
• Creative: Creating name candidates, covering every message, construction, and tonality.
• Screening: Conducting preliminary trademark screening and securing domain names.