The foundation of a successful brand must be rooted in sound strategy that is built on research. Although the name and visual identity create a strong emotional reaction, effective rebranding must go deeper. The messaging architecture supports the core brand promise with distinct pillars: the key messages, brand attributes, and benefits that the brand delivers. The brand voice, tone, and personality should come through at every touchpoint and dovetail with the brand promise.

Even though we’re continually improving it, Spoke has a clearly defined process for naming, branding, and messaging. Perhaps the most important element is to clearly define what success looks like from the onset. This Branding Success Document includes key messages, benefits, and target information (demographic, psychographic, cultural, and behavioral). Before moving on to the next stage in the process, the work is held up to the Success Document. If all the boxes aren’t checked, it’s back to the drawing (or writing) board.