Brandit is a business comprised of like-minded industry professionals that originally met one another by various reasons of circumstance, but over the years came together because of a shared passion for smart marketing, and a unified vision of how to effectively build brands. We stand for something. And if you are considering working with us, we’d like for you to know what is important to us as professionals, and what we stand for as a company that builds enduring and meaningful brands. If you find that you share some of these ideals with us, perhaps we are, in fact, the right partners to work with you on your next project.
Please take a moment, and review our four driving principles here at Brandit.
Deep, meaningful understanding
of our consumer
The foundation of any campaign is grounded in a bedrock understanding of a consumer insight. We need to know who they are, what is important to them, what their behaviors and preferences are – so we can speak their language. We comb through research, we engage them and we listen, and we monitor how they react. Only when you have a robust understanding of these consumers, do these insights present themselves.
At Brandit, we believe this is precisely where the experience and talent of the Team members comes into play. Mountains of information are available to us about our consumers. But we, as marketers, have to know how to go about finding it, and we also need to know how to run a magnet over it, because within all of this information is potentially the nugget of the next great idea, waiting to be discovered.
The era of talking at consumers is well behind us. The era of dialogue has begun. Consumers will reward companies with their business if we show we understand them, and deliver what is important to them.
A ROBUST UNDERSTANDING OF THE
Every product has something to say, even if it isn’t currently being said. As marketers, we “Interrogate the Product, until it confesses”.
At Brandit, we are on a constant quest to be able to tell a consumer with authority, why they should part with their hard-earned money and buy your product over someone else’s.
We need to understand where each product or service exists in the marketplace, what it can say about itself that is relevant and motivating, and do so within the context of the competitive messaging of each category player. To accomplish this, we need to have an equally robust understanding of what each of our competitors are doing, what they are saying, who they are saying it to, and where they are saying it. We strive for an intense, thorough understanding of where competitors engage our potential consumers, because even through media selection, can we find advantages in the market.
BRING THESE TRUTHS TO LIFE WITH
Through a deep and thorough understanding of the consumer and product, we can then distill down the most important communication elements, craft those elements into a tight and sound creative brief, merge the brief strategy with the best creative minds available, and then deliver creative of the highest quality.
While awards and positive KPI/Key Measure scores indicate good work, at the end of the day, in the words of David Ogilvy, all “advertising should sell the product”. Our report card, our success metric, our entire sense of self-value, is how well we sell product for our clients. Everything else…everything else, is secondary.
Ideas and campaigns we generate are “media-neutral”. We do not base our corporate communication or advertising campaigns based on our creative existing in a particular medium. Great creative can play out in any medium, and across any channel.
Use of humor, style, mood, thought-provoking consumer messages, brand personality, etc. are all based on the needs of the particular product to reach its target audience. We don’t gravitate toward a particular device, as a means of developing our identity as an agency.
COMMUNICATE TO CONSUMERS WHERE AND WHEN THEY ARE
MOST OPEN TO RECEIVING THE MESSAGE
Understanding the consumer also means we know how they consume their media; what their frame of mind is and how they move through the chapters of their day. By understanding their patterns of consumption and frame of mind as they do it, we can determine when they are most receptive to each element of our advertising message. Communication context. Demographics continue to be important, but so are psychographics. In fact, we believe that media metrics can sometimes be deceiving, if that is all we look at.
With each and every touchpoint with the consumer, they should know who the advertiser is, and which company is talking to them. This is accomplished with connective tissue. Connective tissue in the form of consistent marketing strategy, and a consistent look & feel through common design elements. The pieces of the conversation with your consumer can be slightly different to maximize the efficacy of each medium – but the base communication, the undercurrent of strategy and consistent messaging in the copy, needs to always be evident.