Strategic Branding and Messaging Framework

A Differentiation Focused Strategy

Creating a brand strategy helps you establish your brand personality, uncover your brand’s voice, and connect to your audience on a human-to-human level.

 

A messaging framework is a conative message strategy helping you tell a compelling brand story to achieve your goals, aspirations, and a competitive edge.

 

Together, both connect what you value to the beliefs of your audience so you can serve more of those who impact your business or organization most.

A brand strategy and messaging framework will give your brand that ‘je ne sais quoi’ to attract more people to your business or organization who see the true value in what you are offering to them.

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Brand Identity Design Starts With Brand Strategy

Not sure of the visual direction to go with your logo, colors, typography, and packaging. Brand identity-building starts with developing a brand strategy.

 

And creating a brand strategy lays the foundation for all marketing strategies for purpose-driven brands that believe in human-to-human marketing in a world becoming more and more digitized every day.

 

Humanizing your marketing builds trust, and trust is what you need to attract a community fully supportive of your brand and its services.

VCM Brand Solutions & Process

Consumer Insight

PHASE 1

TARGET AUDIENCE RESEARCH

COMPETITIVE INTELLIGENCE

Brand Strategy

PHASE 2

INTERNAL BRAND DEVELOPMENT

 

BRAND PERSONALITY DEVELOPMENT

BRAND POSITIONING

Creative Expression

PHASE 3

BRAND VOICE AND TONE

BRAND MESSAGING 

BRAND IDENTITY & DESIGN

WEBSITE DESIGN

SOCIAL MEDIA MARKETING

 

What You Can Get

  • Target audience research

  • Competitive research

  • Brand positioning framework

  • Audience personas

  • Brand voice guidelines

  • Brand messaging language

  • Brand strategy playbook

  • Brand personality guidelines

  • Brand tone and voice guidance

  • Brand essence statement

  • Brand promise statement

  • Brand identity design

  • Brand style guide

  • Brand personality guidelines

  • Brand tone and voice guidance

  • Vision statement

  • Mission statement

  • Value statement

Results You Can Expect

Greater brand equity

Better marketing executions

Increased brand awareness

Marketplace differentiation

Brand clarity

CASE STUDY

A brand refresh fit for a Queen. Learn how insights from VCM Strategies provided a therapist for women of color with the opportunity to stand out from the crowd in her industry.

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Attract Your Tribe

With strategic branding and a messaging framework, you will articulate your value proposition, create value for your audience, and attract the clients, customers, or supporters who vibe well with you.

 

You will also be able to serve your target audience with less effort and more deeply, as well as:

  • Align your brand essence and aesthetics

  • Gain a competitive edge over your competition

  • Communicate a consistent, cohesive brand message

  • Influence the perception of your brand among stakeholders

  • Increase the return on your marketing efforts and spend

“When you’re competing for contracting opportunities, you have to have a professional, modern website. Our last website design was outdated. We needed an online brand presence that we could be proud of, and that would let others know that we are an established business they can trust. We were referred to Vanessa, and it was so much fun working with her. She listened to our needs, reframed our communication with our target audiences, and designed a website we now love to show to others. We look forward to working with her on future marketing projects for our business.”

Fernandez and Farah McKenley, Owners | F2M Fire and Drafting Designs

CASE STUDY

Discover how a new digital brand experience helped to recast a Community Development Financial Institution's position, leading to over 2,000 local businesses receiving business assistance and over $1MM in loans dispersed. 

Strategy Is Right For You If You...

  • Are serious about serving more people.

  • Have a brand with an inconsistent look, feel, and message.

  • Are ready to make a real investment in your brand.

  • Want to purposefully approach marketing your services.

  • Had someone tell you that you needed one.

  • Are attracting people you don’t desire to serve.

  • Have a gap in your ability to position and promote your services.

  • You don’t know whom you should ideally target for your services.

 

Brand Strategy & Brand Messaging Strategy Service

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PHASE 1

Discovery and Strategy

In this phase, we will work together to ensure that your brand’s foundation is solid and understand your target audience.

Exploring your brand’s DNA will help to underpin how to express your brand.

This process includes a 3-hour brand strategy workshop. 

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PHASE 2

Design and Production

VCM Strategies will provide your brand’s visual direction at this stage.

Once we agree on your brand’s visual direction, your brand can be brought to life by our brand identity designers to express your new brand direction graphically.

Image by James Pond

PHASE 3

Activation and Launch

Here is where VCM Strategies will express your brand digitally and on social media taking all the information in Phase 1 and 2 to discuss your long-term strategy for growth and create:

  • Engaging website content

  • A website design (WordPress or Wix)

  • Social media posts

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Brand Strategy Service Packages

The Lean Brand Audit

If you want some insight into how you can improve your brand presence from a high level, the Lean Brand Audit is for you. We will evaluate your brand assets, brand platform, brand vs. your marketing and business objectives, communications to provide recommendations. This audit does not include individual interviews, focus groups, or in-depth market research.

 

Your investment: Starting at $2,500

This payment can be divided over three months with a 10% service fee. Inquire for custom pricing and if you have questions.

The Simple Brand Strategy

A simple brand strategy is a great way to determine your business’s strategic brand direction if you have a modest budget. VCM Strategies will underpin your brand strategy with insights gathered from three Brand Strategy Workshops (one hour each) to nail down your brand purpose, mission, vision, values, mantra, brand personality, colors, fonts, and voice.

You can always come back to VCM Strategies for a more robust, informed brand strategy when you are more situated in your market with the resources to invest in market research.

Your Investment: $3,000

This payment can be divided over three months with a 10% service fee. Inquire for custom pricing and if you have questions.

The Signature Brand Strategy

You will receive everything mentioned under The Simple Brand Strategy in addition to a Messaging Framework. The Messaging Framework, which includes your brand positioning and brand story, details your brand’s key messages that align with your target audience(s) informed by brand research.

 

Brand positioning is the cornerstone of brand development. If you want to develop a solid foundation to build your brand on, this is the package to go with. In addition, so that you can share your strategy and messaging framework with others, VCM Strategies will provide you with a Brand Strategy Playbook in the form of a PowerPoint Presentation.

Your Investment: Starting at $7,000

This payment can be divided over six months with a 10% service fee. Inquire for custom pricing and if you have questions.

The Refined Brand Strategy

You will receive everything mentioned under The Signature Brand Strategy with very in-depth market research (e.g., interviewing 5-10 members of your target audience) to increase your chances of connecting with your target audience exponentially. More research provides more dots for you to connect and can make the difference between success or failure. You will also receive marketing recommendations and help with content mapping.

Your Investment: Starting at $15,000

This payment can be divided over six months with a 10% service fee. Inquire for custom pricing and if you have questions.

Turnaround time for Simple, Signature, and Refined Brand Strategy Packages: Usually 2-10 weeks

VCM Strategies will look at one (1) target audience for persona development at the lowest investment starting point for each package and up to 3 competitors. Additional audiences or competitors to research will increase pricing. Survey development, interviews, and focus groups are an additional cost​.