Our Process Finds What Makes Your Brand Powerfully Different.
Your brand has a compelling story to tell, but if your people lack clarity on how to tell that story confusion often results. A brand differentiators process will cure that.
A good brand differentiators process answers two critical questions: “Why does your business or organization matter?” and “How is what you do powerfully different than your peers?”
We gather those answers from the real experiences people have with your organization (that’s actually what brand is: not something pulled from thin air, but articulated from reality). We turn those answers into tools your brand uses to say those things consistently across any medium or channel, from the CEO’s statement to the press, to the letter that introduces the Annual Report, to a marketing coordinator writing copy for Facebook.
The answers we find and craft aren’t sweet-sounding words spun up over a Madison Avenue surf n’ turf dinner. These tools are convincing, concrete, and easily usable by your employees and partners across any communication medium.
What Are Brand Differentiators?
Brand Differentiators take your brand voice from confusion and inconsistency to clarity and distincitiveness. The deliverables are a set of taglines and short narratives that you’ll use across all communications to earn trust with various audiences like old and new customers, employees, and board members.
Our Process
Here’s how we get there:
Brand Voice Research And Discovery
First is a research and discovery process to take stock of what your brand currently says about itself, how that’s been communicated, how others talk about your brand, and research on peer / competitor organizations.
Interviews With Stakeholders At Every Level
We talk to everybody we can, asking lots of questions that draw out real experiences with the organization. Employees, boards, C-suite, clients, vendors, partners – we talk to everyone.
Powerful Words From Real Experience
Reviewing the immense amount of data we’ve gathered, we pour over it all to find the common threads of powerfully different, transformation experiences people have with your organization. We don’t make anything up; we do the hard work to figure out exactly how to phrase what’s brilliant.
The Brand Differentiator Development Tools
The deliverable at the end of this process is deceptively simple: key phrases (your brand’s differentiators) that are clear, direct, and which resonate emotionally, supported by explainer text that flesh out the meaning of the memorable phrase.
Hear From Our Happy Clients
It is sometimes difficult to wordsmith the value of a relationship with the Chamber. Through the process we were able to very concisely note five brand differenting statements that described our work beautifully.
Our work with Rooster High […] evolved to become an emotional experience as well.
David Bradley, President of the Athens Area Chamber of Commerce
I can’t speak highly enough of Zach with Rooster High! From our initial conversations to the final delivery, he understood our vision and creatively brought it to life.
He took the time to thoroughly research our organizational needs and values, which resulted in a final product that exceeded our expectations.
Marisa Chastain, Vice President of Operations at the Athens Area Chamber of Commerce
When Everyone Speaks The Same Brand Language, Nothing’s Impossible
Once created, your business or organization will reference these tools in every communication – from crafting social posts and speaking engagements to securing quotes in earned media and writing website copy. Your teams will speak with unity and clarity on exactly what makes you unique among peers or competitors, what your story truly is, and how to address common misconceptions. This process brings clarity to what makes your brand powerfully different, ensuring everyone is saying the same thing, internally and externally.
These tools are only truly useful when they are grounded thoroughly and completely in the real experience of your brand. When you craft your brand’s differentiators from real experiences, it’s more powerful than any marketing gimmick.
Brands That Are Ready For Brand Differentiators
Our brand differentiator process is ideal for businesses or non-profits that have operated for a minimum of a few years – long enough for the people around your business or organization to have developed a genuine relationship with you (remember, we need to ask about people’s real experience with your brand for this to work). The process typically takes between 4-6 months (if you have great admin people on this, it’ll go faster) and is priced at $12,000.
Brands That Aren’t Ready For Brand Differentiators
If your brand has operated for less than one year, we need to wait until that threshold is reached. The reason is that we need your stakeholders at all levels – clients, board members, employees, partners, etc. – to have consistent, real experience with the organization. Again, this brand differentiators process is built on the actual stories that occur within your brand, not by waving a magic wand around and throwing glitter everywhere.
Remember: true stories make the best marketing.
Additionally: in the case of a business, your brand must be pursuing authenticity and something more than only short- to medium-term profit. If the true goal of the business is to maximize profits at any cost, then that’s your brand story and that’s what we’ll find.
If the true goal of the business is to serve customers, provide a fair living for employees, and actually use the tools of business for good in the world, then you’ll be just fine – and we’d love to work with you.
Ready For Your Brand’s Story? Let’s Find It Together.
Book a discovery call today to see if our Brand Differentiators process is right for your brand!
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