Filtering the Brand Experience - Phase 3

by Danny Wyse

Just tuning in to this 3-part blog series? Check out Phase 1 and Phase 2 to get up to speed on what goes into developing a brand that's built to last. This is where it all comes together. The design has been chosen, the brand story is in place, and it’s time to dress up the frame of the brand. There are still several elements that need to be chosen to complete the brand visuals. These items must align with the personality and archetype of the brand. For example, Black Diamond has some attitude in its brand, so if a typeface that gave a juvenile feel was chosen, the two would clash and the consumer wouldn’t be fully convinced. Elements to consider when building out a brand:

  • Typeface
  • Colors
  • Image Treatment
  • Design Elements
  • Animated Graphics
  • Print Finishes
  • Brand Voice

Once the brand personality is completed, both written and visual, it is time to insert that into sales tools.


Business Identity Materials

Corporate Snapshot


Brand Book 

Case Studies

Branded sales tools enable a company to easily sell their brand, speak to what they are all about and outline their capabilities. These are basic items that every company should have for their brand. Marketing is the next step. Being the last part of this initial journey doesn’t mean marketing is a last-minute thought, or the end of the line. It is actually just the beginning. In Red Caffeine’s process, we think about marketing during our strategy sessions, and bring it to life once the brand is built. We want to think about tactical items that will speak to audiences we are intending to target. This can happen through several channels.

  • PPC Campaigns
  • Text/Image Ads
  • Landing Pages
  • Trade Shows
  • Email Journeys

All these items can be tracked and analyzed to figure out what is working best for any given campaign on any given client. This is also where the client becomes heavily involved and must hold up their end of the bargain. Marketing is a very integrated process between the agency and client, and both sides must be ready to contribute time and ideas. Marketing is a science. And like anything in science, it must be tested. That’s why our job is never done. There is always a better way to reach the customers, and we are constantly striving to look for that solution.