A brand is a promise. It's the standard you set for yourself and the offer you make to your customers, employees, and vendors. It says, this is the way we're going to do business…the product(s) we're going to offer…the services we're going to provide…the priorities we're going to follow.
This communicates to competitors, suppliers, and customers what they can expect from you. It lays out your intended differential advantage. And it determines your "home field advantage"—that area of business you can deliver on profitably and routinely, within your normal daily operation, that your competitors cannot deliver on as routinely or profitably. Keep the battle on your home field and you win every time.
Once you've established what your brand stands for, you can begin to express it—accurately and consistently. A brand developed by Gibbons | Peck is a system of expressions of all the five senses. It enables you to communicate in a way that accurately portrays your brand promise. And because it is so consistent, it makes deep impressions over time, even among relatively passive audiences.
As a result, your brand equity increases constantly, relative to competitors who reinvent themselves over and over or try to get attention through a stream of one-off initiatives. Because it helps you make major creative decisions once and for all, a
Gibbons | Peck brand system makes your marketing effort nimble while each initiative becomes more cost-effective.