Strategic Brand Refresh

Omaha Web Design

Refreshing your brand is one of the most important things you should do often. While at it, you need to remember that it takes more than just graphic design. Branding lets you define, maintain and convey the values of your company. It is the process that lets you show your customers what your company does, why they should care about you, and at the same time maintain a level of consistency that differentiates you from your competitors.

This means that you need to come up with the right strategies before you start a brand update process. Some of the factors you should include in your brand include:


Most people underrate the role that research plays in brand refreshing. Start by talking to your senior management to find out what your brand is about as well as what sets you apart from your competitors. However, keep in mind that they may not be as honest because they are your employees. Their answers will, therefore, differ from the answers most likely to be given by your customers and other employees. Make sure you include third parties in the research process.

Use interviews and questionnaires to collect the necessary data to find out what your potential clients and customers think of you. This will help you determine the level of authenticity and credibility your brand has. If the answers given by the third parties are consistent with what your employees say and what you believe are your core values then you’ll know you’re on the right track. The research will also help you discover the perception of the market about your brand and understand the differences between the internal and external perspectives.

Competitive Analysis

The best way to stand out from your competitors is to know what they are doing and this can only be done through analysis. The analysis will help you delve into details instead of just the shallow factors and as such, put in a high level of competition. Some of the factors you’ll find out through competitive analysis include content marketing and thought leadership, value proposition, colors, fonts, styles and logos, website and online presence as well as key messages and tag lines

Key Messages and Positioning

After completing the analysis and have managed to identify the differentiating factors, you’ll have to create key messages that pinpoint the unique aspects of your brand. The messages have to be well crafted to show the position of your brand in the market. Make sure the messages resonate with your clients on different levels and that they cover all the important details about your brand. Things like what you do, why you do it, how it helps your customers and what makes you different shouldn’t miss. Try to connect with your customers emotionally through the messages to capture them wholly.

Updating Your Logo and Visual Identity

Looking different is just as important as sounding distinctive. The visual aspect of your brand should match the messaging aspect. Make sure your logo, color palette, font, style, texture, and images match to form a perfect blend. The logo rebrand doesn’t have to be a new concept, it has to be aligned with your needs. Focus on giving your current logo a “face-lift”. Change how it looks, how it feels and give it a fresh message. With a little creativity, you’ll be able to change part of the logo and still manage to make it look brand new.

Having the Right Standards

Once you’ve managed to synchronize your visual identity and other aspects of your brand, you should focus on setting standards for how the logo and those other aspects will be used. Create specific guidelines regarding the usage of the logo, including how it will be positioned, colors and margins that are to be used, and the size. Include guidelines on possible variations, whether horizontal or vertical or black or white, naming sure they depend on the usage and placement of logos. The standards will help you maintain consistency regarding the use of the logo within the company. It will also make it easy for your current and potential customers to recognize you. Make sure the guidelines are enforced strictly.


Conduct a communications audit to determine whether the changes are being implemented consistently. Create an inventory of how the company communicates with your customers whether it’s through emails, phone calls or proposals or your website. Find out how your logo is being used as well. This will allow you to find out your weak points and allow you to come up with changes that are more effective and therefore better. Come up with modifications that allow you to reach out to your customers faster to keep them engaged.


The final step is implementing all the steps above and rolling out the refreshed brand. This is the most important step and can determine whether the updated brand becomes successful or fails. If not done correctly, it could lead to massive failure which will mean that everything you have done to that point will go to waste. All the time, energy and resources you will have used will not make sense unless you build the right momentum with the launch of the brand. Make sure you generate excitement from the customers as well as your employees.

Come up with ideas that will make the roll-out unique but captivating and try to make it the same as the amount of re-branding that has been done. For instance, if you’ve made a lot of changes that almost makes the brand look completely new, you should try a launch that is just as big. Consider having the launch in different phases to create more impact. However, if the changes are minimal and the brand looks almost the same, you can have a simple launch. It depends on your preference as well but doesn’t forget that your customers are very important and the brand is about them.

Talk to your employees, potential customers as well as current clients about what inspired the change and what the process was like. Don’t forget to mention what the new brand is about.

Go beyond the logo and the essential exercise in graphic design. Your brand is received at every point of contact and should be reviewed from all angles. 

Your main objective is creating a powerful brand that makes your company stand out from the rest. At 92 West we understand this and that’s why we are here to help you. We are a company that can help you refresh your brand and become at the top of your niche. We can give you advertising layouts, multimedia and digital integration among others. We also ensure that your visual system is fully customized together with touch-points that ensure you show your unique qualities that make you different from the rest.

Call us today at 402.620.2633 or request an appointment now.

Branding | Digital Marketing | Advertising Agency | Graphic Design
Web Design | Search Engine Optimization | Mobile Application Development

92 West | Branding + Strategy + Web Design

92 West is a branding, digital marketing, web design and advertising agency focused on helping brands discover their true voice and sense of purpose; genuinely inspiring audiences.

Have a project or new idea? Let's Talk.

branding + omaha advertising agency + digital marketing + graphic design
omaha web design + search engine optimization + mobile apps

92 West | Strategically Creative

Best Omaha Web Design Agency

Building a Brand Strategy

Omaha Web Design

Brand Strategy Roadmap

Contrary to popular belief that a brand is all about a logo,
color patterns, and other visual identities, it is actually that unique thing
that makes your company stand out among the competition. A superior brand helps an organization to
create meaningful relations with employees, customers, and investors, as well
as build trust. However, the most daunting task is to create a strong brand
that will dominate in the crowded marketplace?
This is where the Brand Roadmap Strategy comes in handy.

A Brand Strategy
Roadmap helps elevate the value of your enterprise in the eyes of employees,
investors, and customers. At 92 West, we build commerce through culture and business with brand! We deep dive into what makes your company tick and craft a comprehensive brand strategy roadmap. With a hands-on approach that is backed by in-depth research, we work with our clients to create premium brands that resonate with their clients.

This is done by conducting thorough market research, workshops, and
interviews and leveraging various techniques that help initiate meaningful
discussions; bringing all stakeholders to the same page.

Why Brand Strategy

There are myriad of reasons why the Brand Strategy Roadmap is
crucial for your business’ brand development, but the greatest of all is the
fact that it provides insights and guidelines that aid you in controlling brand
consistency in various customer touch points. This, in turn, will help lower
the cost of your branding initiatives.

To deliver exceptional results, the Brand Strategy Roadmap
examines and assesses various aspects of your business including:

  • Vision -Where your
    brand is heading?
  • Values – The values
    you select should provide an answer to this question; “What do you stand for”?
  • Mission – A defined
    strategy that outlines what you will do to achieve your vision.
  • Customers –
    Understanding the unique needs, hopes and challenges of your customers.
  • Target Market –
    defining the niche your brand is targeting.
  • Authenticity – What
    differentiates your brand from the rest?
  • Benefits – How does
    your brand benefit the customers both functionally and emotionally?
  • Touch Points – Which
    are the various customers’ touch points in your business and how to market your
    brand at every position?
  • Proof Points – For
    what reasons should people trust your brand?

With proprietary metrics, advanced tools, and useful market
insights, we help design consistent and sustainable branding strategies that
aid in the creation of a strong brand that not only communicates your vision
but also offers excellent value to your customers.

Benefits of Having a
Superior Brand

Gives Your Enterprise a
Competitive Advantage

One way of gaining a competitive over the rest of the players
in your field is creating a strong brand. The Brand Strategy Roadmap boasts a
vast array of methodologies that can help to manage brand consistency at
minimal costs.

Inspires Confidence and
Trust from People

With a great brand, you will be able to attract the right
people to your enterprise. Having a reliable brand can help reduce employee
turnover rate by 28% and the cost of recruitment by half. With a mission to
enhance company alignments and employee engagement, the Brand Strategy Roadmap
instills a sense of purpose in the entire organization.

Attract Investors

A strong brand will also bring the best investors to you. It
is no secret that investors love companies that have brands that are dominant
in the market. The Brand Strategy Roadmap provides useful information and tools
that help investors understand the value of your strategies so that they can
support your company’s endeavors

Which Activities Are
Incorporated In The Brand Strategy Roadmap?

For the Brand Strategy Roadmap to be successful, we perform a
variety of tasks.

Activities That Involve

I. Business Reviews
II. Team Reviews
III. #1: Workshop to
know who you are.
IV. #2: Workshop to
know your customers are.
V. #3: Workshop to
understand your position in the market.
VI. #4: Workshop to
learn about the customers buying experience.
VII. Final Meeting
and Presentation

Activities from 92 West

1. Preliminary
Industry Research
2. Current
Collateral Review
3. Research and
Audience Definition
4. Competitive
5. Brand Pyramid
6. Brand Development
and it involves Logo, Identity Guidelines, Brand Launch Plan and Brand Roadmap

How The Brand Strategy
Roadmap Works

While the process is complex and can take from one to two
months, we don’t use pre-designed content, but work with the information that
is provided by the company at that moment. 

The Brand Strategy Roadmap Involves:

Learning About Your

We seek to get critical information about your business
through preliminary industry research, workshops, and interviews that are
centered on your brand’s vision, mission and core values. Audits of your
existing marketing collateral materials are also conducted.

Defining Your Customers

Four our agency to
develop the personas to whom the branding activities will be aimed at, we
conduct workshops and analyze the various market segments. This step involves
in-depth customer data analysis, research, and when needed, surveys can also be

Understanding Your
Position in the Market

With rigorous competitive research that is followed by a
workshop, we try to find out the unique market position of your enterprise.
Additionally, we also audit the top competitors in your target market. From the
data collected, we obtain a brand pyramid that showcases the exact position
your company and identify the supporting proof points that help us to develop a
brand blueprint for your organization.

Customer Experience

By initiating guided discussions, we identify the customer’s
touch points and try to understand where the opportunities to strengthen your
brand exists. This helps to reinforce the
brand value, enhance the brand experience, and increase the money customers

Brand Development

After our thorough process of reviewing and analyzing your
company, we reconcile our work and ensuring that we did not omit anything.
Then, we transition the brand we have developed into an authentic logo and a
set of visual and messaging brand plans. Finally, we meet with you for the last
time to present our findings and make recommendations.

If you feel that your company’s brand needs an overhaul, make
an effort to inquire about our Brand Strategy Roadmap process, and we will be happy to
provide details and costs.

Call us at 402.620.2633 or by clicking to request a quote.

Branding | Digital Marketing | Advertising Agency | Graphic Design
Web Design | Search Engine Optimization | Mobile Application Development

92 West | Branding + Strategy + Web Design

92 West is a branding, digital marketing, web design and advertising agency focused on helping brands discover their true voice and sense of purpose; genuinely inspiring audiences.

Have a project or new idea? Let's Talk.

branding + omaha advertising agency + digital marketing + graphic design
omaha web design + search engine optimization + mobile apps

92 West | Strategically Creative

Best Omaha Web Design Agency

The Art And Science of Brand Storytelling

Omaha Web Design

Overview of Brand Storytelling + The Why & How To Use It In Marketing

Would you believe it if I told you that this first sentence you’re reading right now is the most important of all in this post? On every article it’s that first sentence, that exact one, which determines if I’ll be able to retain you through the rest of my feature or risk losing you to another article on this site, a hilarious video clip on YouTube, or worse, a competitor’s site.

No kidding right?  So what are we talking about in this post; brand storytelling. It’s currently a top buzz trend in the marketing circles, but really… it’s not new; just rediscovered.

What’s a better way to grab the attention of your consumers than using stories? Over the years, storytellers have honed the art of creating enthralling content that quickly captures their audiences’ attention. Indeed, neuroscience can now confirm that various traditional crowd pullers such as prophets, jesters, and minstrels already understood this secret; that using narratives to relay information is key to getting people hooked in and ultimately create an emotional connection that lasts.

Fast forward to the present digital age and anyone can now become a storyteller. Yes, you heard that right. Social networks provide us all with an equal opportunity to tell our stories in unique ways that are capable of helping us attract audiences to ourselves or our brands. Simply put, these networks are virtual campfires around which we can now sit and share our tales with others. Of course, some people or brands will be better than others when it comes to telling stories and capturing audiences’ attention.

So how can you become a captivating storyteller?

Like anything else, you have to work for it, no shortcut about that. Telling a good story and actively involving your targeted community calls for quite a significant amount of groundwork. Indeed, you will be amazed to know how rare it is to find a brand that does its storytelling in the right way. This is because a majority of the brands today aren’t willing to put in the needed effort to their storytelling pursuits. As such, most will opt to carelessly throw things out there which hardly bears any fruits in the end.

Top Storytelling Questions You Need To Answer

For a brand to succeed in its storytelling, there’s a need for it to approach the whole process in a different manner than it would to its traditional marketing. As such, the brand needs to evaluate keenly why and how it wants to use storytelling. In the end, the whole process should sound like a soul-searching exercise rather than a marketing one. Below are some of the key questions to ask yourself when looking to tell your brand story;

  1. Who are you?
  2. What’s your story?
  3. Will people care to listen to your story?
  4. What’s your stand?
  5. How has been your journey?

Failure to nail these questions before starting out on your storytelling will only make your efforts worthless. Besides, your brand will need to stand out from the pack! Avoid those stories that are just “nice” stories and instead concentrate on stories that help to drive a point about a principle or value that’s dear to your brand.

My Take on Some Simple Steps to Telling a Brand Story (4 Steps if You Want a Count).

Step 1: Identify your perspective

Any brand story should start by defining the main character. For example, if your brand is in the business of selling products, then your story needs to be told from your customers’ perspective. Conversely, for brands dealing with service provision, the ideal perspective in which to tell a story would be that of the community being served.

User personas is another aspect worth considering when storytelling. Focusing on one or several of your user personas will help create something your audience can use to identify themselves with your story. This way, your audience should be able to see themselves in your story.

Step 2: Draft your plot

Your storytelling should have a clear plot and be easy to follow. Besides, your plot will need to relay your brand promise and brand benefits which is simply what your audience expects to get from it and the benefits they actually get in the end. For a more effective brand story, ensure to have a plot that clearly states the beginning and the end of your story. Besides, make sure that your story includes an emotional note at the end.

Step 3: Consider using various versions of your story

At this point, you probably already have your story and are ready to share it. But how will you tell it? Is the story only available in a video or pictorial formats perhaps? If so, you could be limiting yourself to only a few avenues of sharing the story. As such, try to look for other ways through which you can tell the story using various other social channels.

Make your brand story flexible enough in that it can be communicated in a variety of communication channels. For example, create attractive still photos from your story to get an appropriate copy to share on Instagram. Additionally, you should consider creating a story that elicits reactions from your audience and possibly prompts them to share their questions and reviews on Twitter and Facebook. Create hashtags for both Twitter and Instagram to help facilitate production of more user-generated content.

Final Step: Generate an emotional response

Brands (or any other entity) often love using stories due to their emotional resonance. Take the example of your favorite TV drama series. It’s inherently human to care about the characters involved and especially the script’s protagonist.

The care we develop for these characters makes it incredibly easy to remember them. In the same way, stories are often a lot easier to remember and require less thinking to process facts and information. For this same reason, brands should consider using stories more regularly especially when looking to deliver messages that audiences need to remember for longer. Stories can be really personal and more relevant than the commonly used standard information that most brands rely on today.

Be Strategically Creative

To this end, we hope that your brand will henceforth place more emphasis on using stories to relay critical information to your audiences. Don’t just settle on offering those standard, lackluster hard details that bore your audiences to death. Rather, make it easy for your audiences to memorize your brand by using stories that excite them.

Need help on how to use storytelling to grow your brand? Look no further. Your friends at 92 West are always here to assist you tell your story in a more exciting manner. As such, we offer you tips, strategies, and even technical support to help you come up with a sellable brand story that truly captures the attention of your audience. Reach us today and be our next success story!

Branding | Digital Marketing | Advertising Agency | Graphic Design
Web Design | Search Engine Optimization | Mobile Application Development

92 West | Branding + Strategy + Web Design

92 West is a branding, digital marketing, web design and advertising agency focused on helping brands discover their true voice and sense of purpose; genuinely inspiring audiences.

Have a project or new idea? Let's Talk.

branding + omaha advertising agency + digital marketing + graphic design
omaha web design + search engine optimization + mobile apps

92 West | Strategically Creative

Best Omaha Web Design Agency