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

Web Design: Our Process to Building Successful Websites

Omaha Web Design

Define Your Website’s Purpose from the Word Go!

Website design and development, when you look at it from a whole, can be overwhelming; it doesn’t matter if it’s your first site or if your redeveloping your 5th. At 92 West, we start with defining your website’s core purpose which fall into 1 of 3 categories:

  1. Marketing: Every page, graphic and piece of content is crafted to increase traffic and convert visitors. This style of website is developed with the specific purpose of supporting your business and marketing goals. At 92 West we incorporate a CMS (ExpressionEngine or WordPress) with the core functions devoted to easy content management, client acquisition and search engine optimization. We also integrate your e-mail marketing and connect the your social media accounts for direct posting.
  2. E-Commerce: 92 West has built hundreds of e-commerce websites for companies in the Omaha Metro area and beyond. E-commerce efforts address specific business goals with the primary focus being on maximizing conversion rates. If you have a need for either a custom solution or something out-of-the-box, we can help with the product catalog, shopping cart and checkout process, search engine optimization, seo semantic code, customer account creation, content management and of course security.
  3. Establish Credentials: New businesses especially need to create a web presence that establishes them as the experts that they are while also focusing on converting visitors to customers. This includes focusing on user-centered design, integration with existing sales tools (like Sales Force, Constant Contact etc.) and creating a site that puts our client in the driver seat for the next curve in the road.

Once you have established the purpose of the site you need to hammer down your pages, what you expect them to do, how you want them to do it and when you want this to happen.

Next step is the site-map; truly the foundation of the site.

Phase 1: Site-Map

A site-map is exactly what it sounds like. It’s a hierarchy of pages that give you the base of the site. From this base you built the structure.

Think of it like this… the site-map is like pouring the foundation of your building or home. Once you have it set-up and begin the process of setting up the walls it’ll be harder to add in or subtract out information. So, do your site justice and spend time figuring out what you want the site to say, how it relates to your goals and how this is the best experience for your customer.

Once you have that finalized the foundation we move onto design and function.

Phase 2: Responsive Web Design & Business Goals

Mobile-First Design

More often than not, people start with the desktop experience first and then worry about mobile second. This is a fail… Start with the mobile layouts first and then expand them to what the desktop version will look like. It’ll save you time and certainly “development dollars”.

Form and Function + Creative & Marketing

Each section of the site can have a different look or elements / functions integrated to make that web page a positive experience for the end user (potential client). Keep this in mind when selecting which design elements to implement on your home, about us, informational pages, services pages, gallery / portfolio pages, search / search results, blog, testimonials, contact us and landing pages.

Common Design Elements to Incorporate:

  • Meta Data (Unique Title, Description and Social Images for Each Page)
  • Header
  • Footer
  • Primary Navigation
  • Mobile Navigation
  • Background Images / Video
  • Icon Fonts (Font Awesome for Instance)
  • Accordion (Used for FAQ or Q&A)
  • Image / Video Slider (We like the JQuery / WordPress version of Revolution Slider)
  • Forms
  • Animations (Dictated by JQuery or CSS)
  • Gallery (Grid or Masonry) or Portfolio
  • Carousel
  • Online Chat (Helps with Sales)
  • Testimonials (Use them as a design element throughout the site rather than a page. No one visits the testimonial / review section… build trust by making them an integral part of the site.

For the best results, look at your industry leaders and what they incorporate. It doesn’t mean that what they have is the right decision for you, but it certainly gives you a place to start from. Early in the process, speak with your developer and your designer to make sure that your business goals for the site are known. They’ll be able to lead you in a direction that perhaps you wouldn’t have known about otherwise.

Be Bold, But Focused

Above all else… Each page should have 1 focus and 1 focus only. Everyone is clamoring for attention. Ensure that every element is deliberate and enhances the website as it relates to your business goals. The site is a tool that can wield wonderful results if implemented correctly.

Phase 3: Software & Hosting

Prior to developing the site you’ll want to have a home to build your code. If you have hosting… Great! Call them and talk about their platform and the pros and cons of what you are trying to do with them. Perhaps everything is awesome and you’ll be fine. However, some providers may have issues with what you are trying to accomplish. It’s best to vet them before setting up shop. Problems with the server can delay the project and increase costs.

At 92 West we have our own dedicated servers and set them up with our development in mind. For $20.00 a month it’s a great piece of mind to be able to call when trouble arises. It’s our equipment… we want it them performing at their best as well as we have our own sites on them.

Phase 4: Web Development: Creating Function to Match the Purpose

Concept to Functional Code

Taking a concept from PSD to a working model of HTML / PHP / JQuery / CSS… well you get the picture… takes an experienced web developer or a team of developers. Be sure to vet the people you are hiring. Ask for prior work. Testimonials and points of contact to verify.

Code to Working within the CMS

We love integrating into content management systems. Particularly, we love ExpressionEngine, WordPress and Magento. Each have their purpose and different approaches (details for another post I think). If you have a preference, make sure your developer knows this in advance. Again, you should see the inner workings of their examples as well. A CMS should be easy to update. If it’s not… then the developer hasn’t done their job.

So where to start? At 92 West we’ll create all the common elements first (Header, Footer…. Anything that will make it’s way across the entire site). Then we move onto individual sections. If a section has multiple dependencies (Like your blog or home page for instance), we build those parts first as the site will be pulling content from those sections and it’ll make it easier for our team to test.

Once all your sections have been built. Test. Test. Test. Test on multiple platforms with multiple browsers. Devils in the details and sometimes your design doesn’t play well with others. Review. Update. Move Forward.

Phase 5: Website Content

So now that the site is built, we need the content. For this we’ll rely on the site-map and build a folder structure that we will put the .doc, .jpg, .png, .gif, and .pdf files. Each page has a folder. Make it tidy and check off each page as the content has been completed. If you stay organized while putting the content together your design / development team will be able to delivery the working site faster.

Phase 6: Testing

Test. Test. Test. Test everything you can. We love using BrowserStack for our testing purposes, but if you have a few Windows machines, a Mac, Windows Phone, Android Phones, iPhone, iPad and a Tablet handy…. just use a paid service. For $50.00 or less you’ll save yourself hours of time and it’s automated.

Phase 7: Training

At 92 West, we offer 2 to 3 hours of in person training and also do video tutorials for each website we have completed. If your developer hasn’t included this into their proposal… make them. No one wants to have to make a phone call at 2AM because frank forgot how to login. Plus, we believe that you should be able to control your content. If you need help. We will certainly lend a hand.

Phase 8: Recap & Continued Growth

Once it’s done it’s time to rejoice, have a drink and look at the process as a whole. What could you do better. What could your developer and design team to differently. Take notes. Improve for next time.

Recap: Well, I hope this helps you along your way as this has been our process for many years. Each time we learn something new and adapt it to our process, but the framework has stayed the same; trustworthy and proven.

If you need help with your next web project please contact us at or give us a call at 402.620.2633 anytime!

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

Branding Your Business and Building an Internal Culture for Successful Relationships

Omaha Web Design

Branding is more than your logo; it’s at every point of contact.

I happened to bump into a longtime friend at a networking event just the other day where we had a quick chat on how our respective businesses were faring. He informed me that his was doing fine, its operations were running smoothly, he had a great team to work with, he sort of had everything you possibly could wish for in a successful business. However, he still had a major concern to address: his employees, despite doing their jobs well, were not showing the desired level of commitment to uphold the values and mission of his business. Put simply, they seemed not to understand the importance of his company culture. His is not an isolated case.

Let’s face it. Implementing a business culture is without doubt one of the most difficult tasks any business owner can complete. The process entails getting people to believe in what you do (or say) and having them change their behaviors to align themselves to that. Thankfully, once you have your culture in place, maintaining it is quite easy.

Below are Four Proven Tips That I Have Found Useful When Trying to Enhance / Ingrain Your Company Culture.

1) Always… and I mean Always Instill Your Firm’s Culture in Your Employees
(It’s not my way, it’s the 92 West way; we all benefit from believing in the core mission and practices of the company.)

Just like any other form of learning, repetition matters when it comes to teaching your employees about that which your company stands for and the behaviors you’d like them to adopt. So, keep emphasizing these values all the time you’re with them even when you think they’re already conversant with them.

2) Never Bend Your Rules

More often than not, you’ll get into situations whereby you’re left considering whether to make cultural exceptions for the “convenience” of your business. However, here is the caveat: once you compromise some of your beliefs, reverting to the norm becomes quite difficult for you. In fact, it becomes harder to reinforce any of the lost value and behavior when there’s a contradictory precedent that others can reference to in future. For this reason, try to stick to your outlined business guidelines at all time.

3) Mind Your Workforce

This is probably a no-brainer but the team you choose to work with will in most cases determine how effectively your company culture is implemented. As such, it’s important for you to hire people that show a commitment to promote and uphold your set guidelines. So, no matter how talented or hardworking an employee is, if he/she is not ready to follow these guidelines, then they are better off gone.

4) Pick Your Brand Stewards

Choose a few of your employees who you think do command respect from others and who also respect your company culture. Leverage their positions and influence to help infuse your company values to the rest in your company. This method works best in smaller businesses where communication is more direct and bureaucratic layers are fewer.

Business Culture and Branding

In another life I was an Advertising Coordinator for AAA.  We had an amazing team and I learned a great deal from my peers, but I think the largest impact that was made was that your brand is made or broken at every point of contact.  Certainly going beyond the logo and into how people dress… answer the phone… e-mail’s…. document creation…. customer interaction… the list is endless, but it all goes into the perception of the brand.  If you build a culture that your employee’s love and follow it will show in their work and in their day-to-day interactions with other decision makers.  If your employee’s love you.  Your client’s / customers will have a much easier job doing so.

That’s a Wrap!

If you are keen on running a successful business, you will agree with me that some of the soft aspects discussed in this post are just as critical as the hard aspects. This is why you need to give them the level of attention they deserve. Of course, building a company culture won’t come easy, but the effort placed towards the cause will be well worth it in the end.

Troy Kadavy
Creative Director
92 West

2626 Harney Street
Suite D
Omaha, Nebraska 68131
t. 402.620.2633

Strategically Creative
branding + design + web + apps + seo

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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