Simple, affordable brand awareness that engages your customers and sets you apart from competitors.
Brand-aware is a simple but comprehensive brand development process designed for small and mid-sized businesses and organizations. It’s affordable and requires minimal time commitment from your staff.
You understand the value of strong brand awareness. However, engaging an advertising agency or marketing firm for brand development can be expensive. A DIY approach consumes time and resources, especially when employees are enlisted to head up the effort in addition to their normal responsibilities.
“Oh time, strength, cash and patience!” — Herman Melville, Moby Dick
Our Process
STEP ONE: Conduct Brand Discovery
We start with an initial input meeting, where we discuss your company’s brand perception from both internal and external perspectives, and we review our brand development process.
We follow up with a one-day discovery exercise, where we conduct one-on-one interviews with key stakeholders — leaders, marketing, communications, sales, and customers — to discover the current definition of your brand.
We submit a findings report of our discovery data, categorized by strengths and weaknesses, general brand perceptions, image conflicts, and third-party observations.
Once this findings report is reviewed and approved, we’re ready to move to Step Two.
STEP TWO: Create Brand-aware Platform
Using the input we gathered in the brand discovery, we develop your brand-aware platform:
- The overarching brand statement
- Your brand market position
- Key messages (sometimes called an “elevator speech”)
- Your tagline
The brand-aware platform provides the basic messaging for all social media, web, and print content. We’ll also recommend appropriate tactics (Tactical Guide).
The Cost for Steps One and Two: Discovery and Platform
Turnkey, flat fee: $7,500
- Brand Discovery: interviews, findings report
- Brand-aware Platform, consisting of:
- Statement
- Position
- Messages
- Tagline
- Tactical Guide
The result? Brand awareness that engages your customers and sets you apart from competitors.
But wait, there’s more: Brand-aware Visual Personality
STEP THREE: Visual Personality
Do you need to develop your visual brand personality?
Yes, if:
Your visual brand has never truly been developed (established color palette, type style hierarchy, etc.)
Your web presence is weak
Your brand lacks a strong logo and cohesive visual identity
The Brand-aware Visual Personality solution: develop a visual brand personality that’s cohesive for all communications. This is a custom-designed program to meet your needs. For example:
Redesign or refresh your company or organization logo
Develop a primary and secondary color palette
Determine a typefont hierarchy to be applied to all communications
Create a brand design style showing key web and print tactics that might consist of:
- Website homepage redesign (full website redesign is available: priced separately)
- Email signature
- Promotional email design template
- Design cover/spread formats for key print communications
- PowerPoint slide format (consisting of 3-5 slides)
Create a brand guide (PDF), the go-to company reference for all brand attributes
The Cost: Visual Personality is our built-to-suit offering.
Pricing depends on project scope and deliverables.
What’s a ballpark estimate? $7,500 to $15,000.
What we’ve done for others
(Deliverables will vary according to client need)
Friends of Katy Trail
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The Dallas Foundation
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HMS
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Who Are We?
Bryan Peterson
BRAND CREATIVE
Bryan’s work has been recognized nationally for achievements in corporate and college communications and brand development. He has worked with TD Industries, Atmos Energy Corporation, Baylor Scott & White Health, HomeTeam Pest Defense, Seton Hall University, and the University of Dallas among others. His best-selling book, Design Basics for Creative Results, is a design textbook used by college campuses across the nation and Bryan has appeared regularly in leading design publications.
Scott Ray
BRAND CREATIVE
Scott has lead branding and creative projects for a number of Fortune 500 companies and universities such as Frito-Lay, Texas Instruments, Hunt Oil, Dean Foods, Brinker International, Texas A&M College of Dentistry, Dallas Baptist University and his work has been recognized in design competitions and publications internationally. Scott earned his MFA degree in 2017 with emphasis in strategic communications design, business marketing, the creative process. He has taught visual communications design since 2005.
Melinda Guravich
MARKETING/SOCIAL MEDIA
Melinda helps companies put more cowbell in their brands with visibility strategies the entire team can get behind and activate. She’s led growth of the Women Texas Film Festival brand into a powerhouse, built marketing teams from scratch – twice – and established international marketing communications best practices for Mary Kay Inc. Melinda is past-president of the Dallas Chapter of IABC (International Association of Business Communicators) and now serves as a chapter liaison for the IABC Southern Region.
Carol St. George
STRATEGY/WRITING
Carol has helped create brands for a variety of clients, including American Greetings, Atmos Energy Corporation, Baylor Scott & White Health, Centex, Communities Foundation of Texas, Methodist Health System, Southern Methodist University, Texas A&M University, UCLA, and Zale Corporation. She also has contributed writing to Communication Arts magazine and currently writes profiles of scientists for the Rocky Mountain Biological Laboratory (RMBL) newsletter.
Get Started Now
Brand-aware is a proprietary brand development service of Peterson Ray & Company
2220 S. Harwood Ste. 105 | Dallas, Texas 75215 | 214-954-0522
