Branding is a Journey of Getting “Buy-in”

This is what the process of branding feels like. The beginning of that journey often feels chaotic until you start considering your competition, market constraints, shifting customer desire, strategic focus, values, and brand promise. Having done this work for several decades, we have concluded that no one leader has broad enough shoulders to carry the burden of answering all of these questions and building a brand that connects with internal employees and external customers alike.

Branding requires buy-in, not just from the very top but from every layer of your business. We help leaders get the fullest picture through cross-silo, skip-level workshops. We do this a couple of times through our process, helping them discover the true brand, creating a brand promise that the company can internalize and collectively move toward, and developing an identity that resonates.

All participants come with unique perspectives and a common goal to seek understanding, and no one leaves until we have found consensus. To facilitate this process, we only hire senior-level staff so that our clients are guided through experience, knowledge, and collective wisdom.

“Branding requires buy-in, not just from the very top but every layer of your business. “

How are we different? We workshop the crap out of problems.

Good ideas often come from the most unexpected places, and the greatest value we bring to our clients is creating an environment where the best ideas can rise above the noise and get the runway they deserve. To do this, we deploy our workshops throughout our process, gathering stakeholders who bring different experiences and knowledge that covers each other’s blind spots. We create open forums through these workshops that facilitate new discoveries, opportunities, relationships, and ideas. The result is a galvanized team who gains better insight into who they are.

“Giant Shoulders not only built us a brand that clarified our message for our customers, they delivered a brand system that connected that external message to our internal organization. Their approach helped realign our company by filtering the brand and promise through our strategic vision, leadership structure, marketing, and teams.”

– Eric Army, Founder, Signal Works

Over the years, we designed our process to apply this approach to one of the most subjective and emotional parts of a business: your brand. Two years into our brave experiment, almost everyone we have worked with has grown to love their new brand and the journey that lead them there.

If you are interested in learning more about our Minimum Viable Brand process or how this applies to your company and brand, give us a shout.