Brand Strategy Agency

A brand strategist agency like Everything Design, helps clients develop a brand strategy and bring it to life for their employees, leadership, and the market. We also offer services such as research, design, content creation, and brand management along with other brand services and design services.

Guide to Brand Strategy

"4C's Worksheet" is designed to guide marketing and brand strategy research. It includes four research areas: Company, Consumer, Category, and Culture. Each section poses key questions to help build a strategic foundation. Here is a summary of each section:

1. Company Research

• What are the marketing objectives for the campaign?
• What is the size of the company? How fast is it growing?
• What share of the market does the product have?

2. Consumer Research

• What consumer desire or aspiration could this brand uniquely satisfy?
• What do consumers think of the brand (good or bad)?
• What is the current mindset of the consumer that holds them back from purchasing?

3. Category Research

• What are the dynamics of the category?
• How could we zag while everyone zigs? (How could the brand differentiate?)
• Is the category changing, growing, or sinking?

4. Culture Research

• What is going on in culture that the brand could credibly change?
• What, in culture, could the brand become a credible champion of?
• What noble purpose could this brand uniquely and credibly pursue?

Brand Strategy

The center "Strategy" connects insights from each of these research areas to build an integrated approach for the brand.

This worksheet is helpful for developing a well-rounded strategy, by understanding the internal dynamics (Company), consumer insights (Consumer), competitive landscape (Category), and cultural relevance (Culture).

How to measure value generated by our brand strategy efforts?

A significant portion of the value generated by our branding efforts often goes unrecognized in traditional attribution metrics, even though it plays a crucial role in long-term success.

The frustrating truth is that branding is often judged by a singular measure—its impact on pipeline production—while at the same time defending numerous activities that, in reality, contribute far more to the brand’s lasting value.

What’s even more significant is that the branding initiatives that shape customer perception and drive future demand rarely happen in the immediate term.

We’re attempting to influence brand metrics that were largely shaped by efforts undertaken months or even years ago.

This is why attribution often ends up claiming credit for outcomes that were likely to happen anyway. It’s hard to fault teams for attributing branded search to their efforts because they probably wouldn’t get the recognition otherwise.

Branding investments made today cultivate customers for the future.

Yet when there’s a dip in present metrics, branding is pressured to pivot and resolve it. This approach simply borrows from future opportunities, barely moving the needle in the present—unless some vague credit can be claimed.

Multi-touch attribution has its value in measuring short-term activation, but it is a poor tool for evaluating the entire impact of branding.

A significant part of what we do as brand builders doesn’t fit neatly into these attribution models, and much of the value we create is on a timeline far beyond what such metrics are designed to capture.