BRAND DIRECTION

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Brand Direction works to define and articulate what something is meant to be — its meaning, role, priorities and boundaries — and translates that into positioning, strategy, narrative and messaging that can guide how it functions internally and externally, in practice and over time.

 

A Brand Direction engagement applies Cohesion’s directional development to a specific brand, product, platform, asset, initiative or entire business.

What a Brand Direction Engagement Does

A Brand Direction engagement works to ensure the initiative is:
 

Clearly positioned


With a defined role, focus and point of view

 

Well-articulated


Through messaging systems, narrative structures and guidance tools

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Developed with discipline

So positioning and messaging properly guide creative development and production

Applied consistently


Across people, materials, systems and platforms

This work commonly takes form as structured platforms: organizing positioning, messaging and assets into a system that can be used, extended and governed over time.

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Typical Deliverables of a Brand Direction Engagement

Depending on the scope of the initiative, deliverables may include:

• Positioning platforms

• Messaging architecture and guidance systems

• Brand architecture or portfolio relationships

• Narrative frameworks and story structures

• Usage platforms for marketing and communication teams

• Development guidance for creative and production work

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How Engagements Work

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Brand Direction engagements begin by understanding how brand is currently being used inside the organization.

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• Where it is working.

• Where it is inconsistent.

• Where it is not being used at all.

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From there, Cohesion works with leadership and teams to define direction, build the necessary structure and guide application as work moves forward.

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Some engagements are time-bound. Others continue as brands and the business, evolve.

When Brand Direction Is the Right Engagement

Cohesion is often engaged when organizations are:

• Launching or repositioning a brand, product or offering

• Entering a new market or stage of growth

• Experiencing inconsistency across messaging or execution

• Seeking stronger connection between brand strategy and go-to-market activity

• Looking to increase the long-term impact of specific investments


• Expanding beyond what current positioning can support

• Seeking stronger connection between strategy and go-to-market activity

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