Emotional & Rational

We develop modern brand platforms that tell the story of what makes your company unique. Combining the art and science of strategy, insights, and creativity as your foundation to connect with your audience.


What Is A Brand

A brand is the difference between tissues vs. Kleenex or sneakers vs. Nikes. A brand is not a logo. A brand is what people feel about your product, service, or entire organization. It's part rational, but also very emotional.  

Focus on being both meaningful and relevant to your target audience. Be authentic to your mission, vision, and values - in essence, do what you say. And do that consistently, all the time, across all channels. Every employee and every touch-point is an opportunity to either help promote and amplify your brand or slowly degrade it.

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.
— Warren Buffett

Components of a brand platform

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No two brand platforms are alike, as no two companies are the same. Although most of the brand elements are needed to define the overall brand, some may not be and there are yet others that may be added once your brand is evaluated.

Additionally, if your organization already has a brand platform, it may be more of a matter of being refreshed, particularly if:

  • there has been a major strategy change

  • significant market shift

  • your brand platform is several years old