Ask These Questions
Naming/Branding:
- Are we creating a sense of “place” where our targets can see themselves?
- Are we creating an image and positioning that invites the people we want to engage?
- Are we carving out a unique and ownable space in the competitive landscape?
- Are we creating an emotional connection between the space and the experience?
- Are we developing the property posture to transcend the physical and allow us to create affinity on a higher level?
Community Buy-in:
- Have we engaged the local community in this project?
- Have we investigated how to best engage local leaders and influencers to ensure positive public opinion?
Marketing/Advertising:
- Have we considered a strategic and proactive approach to generating awareness and creating interest for our target audience?
- Have we developed a full marketing strategy to maintain and evolve the effort over time?
BrandGPS®
Most people struggle to explain what makes their business unique, and why their customers should care, Without confidently knowing how to answer these questions, they can waste a lot of time and money on ineffective efforts that aren’t moving them closer to their goals. BrandGPS® is a comprehensive process developed by Longitude° to help you better communicate what it is you do, why you do it, and most of all – why it matters to your customers.
BrandGPS® gives your identity a purpose beyond just a pretty logomark or nice website. Great design informed by a great strategy is a recipe for growth and success in business. This workshop will help bring alignment to your words, actions, and visuals. It’s a process meant to marry your marketing and operations, equipping you to be consistent in every business.
Brand Strategy & Positioning Session
Below is an example agenda for BrandGPS® – a full-day, guided workshop with our project team and client stakeholders.
Character & Attributes
- Brand Persona
- Guiding Principles
- Brand Voice & Tone
Positioning & Messaging
- Competitor Analysis
- Customer Targets
- Positioning Strategy
- Brand Promise
Action Plan
- 100-Day Positioning & Implementation Action Plan
Post-workshop, we will deliver a document with a recap of the workshop session outcomes. After 60 days we’ll check in with you and your team to ensure that the action plan is being executed and offer further support as needed.
Naming
The name you choose is one of the most important keys to your brand’s success. Taking the time to develop a memorable, evocative, and truly distinctive brand name will provide you with a strong foundation for a successfully positioned brand in the market. Our comprehensive name development process will give you confidence in bringing your brand to market while checking all the boxes regarding what makes a name unique, memorable, and effective.
Step 1
Research
Conducting research about the property, surrounding area, geography, history, culture, trends, market, and more. All of which may inform the direction of the name.
Step 2
Ideation & Brainstorm
Our team will internally brainstorm an extensive list of names using a variety of naming methods, and present them to you for feedback.
Step 3
Name Evaluation
We’ll evaluate the top 3-5 name recommendations and evaluate them against a number of criteria that will help us determine which name will be the best option.
Step 4
Preliminary Trademark Research
Working with a trademark attorney, we’ll conduct preliminary trademark research on one (1) of the name options to determine if there is any chance for conflicts with future trademarking plans.
Brand Identity
Your visual design is often the first impression a customer will have of your business. People are prone to judge a book by its cover, so you need to make sure that your brand identity is telling the right story.
Design should never be an afterthought. It can be an extremely effective tool – used to attract attention,
differentiate your brand, create trust, and communicate your value.
We follow a process that produces a comprehensive and strategic visual toolbox. It lays the foundation for how your business should be presented visually so that you can execute with consistency for years to come, Creating these guidelines will allow you to put forth a unified, consistent image throughout all of your brand touchpoints.
Visual Identity System Deliverables
Brand Identity
The following elements will be included in your brand identity system. You will receive all final files in both raster and vector formats.
- Primary Logomark & Wordmark (1)
- Logomark Variants (2)
- Supporting Identity Elements
- Color Palette & Typography System
- Brand Patterns
- Photography Style
- Texture & Material Considerations
- Music & Playlist Considerations
Brand Standards Document
This is a document that outlines your strategy and identity in a clear, concise, and well-structured way. This can be used for internal clarity about choices related to operations, marketing, and more. The document will be delivered as a digital PDF and also two (2) perfect-bound printed copies.
- Brand Strategy Overview
- Key Messaging
- Core Brand Identity
- Usage Guidelines
- Design examples
- Two (2) printed hardcopies
Brand Collateral
These are elements of branding that occur in both the physical and digital worlds. Branded collateral pieces like these are important when positioning yourself in your market, and can draw more of your target customers to seek you out.
The synchronization of these collateral pieces paints a full picture of your brand and helps you maintain consistency both online and offline, which is key when creating memorable and impactful guest experiences.
Collateral Deliverables
You will receive all final digital files formatted to printer specifications. Up to 2 rounds of revisions are included.
- Stationery
- Letterhead and Envelope
- Card and Envelope
- Business Cards
- Notepads/Books
- Pens
- Marketing Collateral
- Pre-Listing Presentation Brochures
- Magazine Ads
- Welcome Packet/Package
- Neighborhood Guide
- Amenities Guide
- Other
- Construction Site Signs
- Coming Soon Banner
- Way-finding signage
- Interior Signage
- Exterior Signage
- Uniforms
- Nametags
Marketing Agency/PR Partnership
As your marketing agency partner, we will work with you to develop communication strategies to generate awareness about your company, as well as elevate the entire brand. Our team will then work to execute these strategies and tactics, ensuring that we’re meeting your KPIs throughout the process. Our agency partnerships are truly that – a partnership between your team and ours. We’ll be an extension of your team, on standby, to jump in on any new project or communication need that arises, all while executing your strategy and monitoring its success throughout the year.
We will accomplish this through:
- Targeting your audience and persona development
- Cohesive messaging and PR strategy
- Content strategy
- Event strategy
- Determining and defining strategic tactics and strategic timelines
- Identifying KPIs
You will also receive:
- Press release strategy and execution
- Website development
- Social media strategy and management
