Bring your brand to market to attract and engage the right customers.

The outermost ring of the brand wheel is all about Brand Activation. Bringing your brand to market is much easier when you know who your customers are and how to reach them on their journey toward finding your solution and being prepared to appreciate its full value.

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An infinity symbol with elements that represent different customer touchpoints, such as a website, social media, a presentation slide, funnels, a ton of voice, lead magnets, etc.
TAKE AN INTEGRATED APPROACH

Prioritize your customer segments.

Given your finite resources, knowing who your most valuable customers are is the first step in building an effective go-to-market strategy. Knowing who they are, how much they spend, and how long they stay is essential to the decision-making process.

A young man in a tracksuit and Nike sneakers gives one Nike sneaker to a caterpillar standing beside him on his left side. The caterpillar is wearing sneakers, and the Nike sneaker the caterpillar will receive from the man is glowing. On the man’s right side, there is a worm looking at him.

Determine which touchpoints matter most.

We can help you determine who your most valuable customers are and which touchpoints matter most to them. With this foundational information, you can proactively decide how much to invest in different touchpoints based on the ROI they'll provide your business.

A scale with two sides. On its left side, there are icons that represent a website (www.) and social media channels (Facebook, Instagram, Threads, X, and TikTok). They represent “modern” media channels. On the right side, there are traditional media channels, like billboards, news, mail posts, and commercials on different objects, in this case, on a bus. The left side is heavier than the right, corresponding to its significance.

Be consistent across touchpoints.

Building belief in your brand promise includes consistently representing your brand visually across all customer touchpoints. Consistency instills confidence. It shows you're a professional and credible organization that can live up to your promises every day.

On the left, there is a laptop with a Nike sneaker sales page, and on the right side, there is a sidewalk menu board with an ad that features a Nike sneaker.
A scene representing a sneak shop that is wrongly named " snake shop.” It caused confusion among potential customers, a young man in a tracksuit who looks disappointed and a young woman with a snake around her neck who looks confused. Two workers are putting the letters of the shop above its entrance, representing its name. One worker is on ladders and works on the name. The second one is standing below him, and he is yelling.
CONDUCT A BRAND AUDIT

Evaluate your brand communications to make sure they align.

Just because you have established clear verbal, visual and experiential brand guidelines, don't assume that your team and partners consistently follow them. Periodically check your brand touchpoints to see if they are always on brand. Backstory can provide a thorough and thoughtful brand audit and report our findings and recommendations for addressing gaps as your business grows and your brand evolves and enters new markets.

Take our Brand Assessment

A headshot image of Angela Duckworth.
BRAND WISDOM - Angela Duckworth
Consistency of effort over the long run is everything.

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Angela Duckworth