How the search for clarity fueled our latest brand refresh

How the search for clarity fueled our latest brand refresh

A lot has changed in the past year for Dotted Line: our size, our clientele, our growing presence in the Richmond marketing space. But one thing that we didn’t expect to change as much as it did was our brand identity.

Earlier this year, as we began re-assessing our target audience, we tapped one of our brand strategists to simply crisp up our message – we expected a refresh at most. However, once we dug into insights collected from our clients and network, we realized an equal need to more clearly define Dotted Line’s product offerings and perspective.

And now, months later, perhaps you’ve noticed the fresh look of our website, but that’s just one result of our dedicated efforts to update Dotted Line’s brand positioning and messaging.

Of course, you might think that a marketing firm has the ready tools and resources to consistently update its brand, but a targeted exercise ensures you’re doing that strategically and effectively. At the same time, we saw the opportunity to practice what we preach to our clients about continuing to analyze your brand. So, we invite you to peek behind the curtain on our process and re-walk that journey with us.

The meaning of meaning

The secret to effective branding is creating authentic, personal connections between the business and the customer to foster greater trust in the buying process.

Studies show that 84% of millennials don’t trust advertising, but that 82% of individuals base their purchases on reviews and effective content that engages with consumers. In short, consumers trust other people’s perspectives before they trust a company’s paid message. Brands that communicate like people wanting to help other people create trust more quickly – facilitating a faster, more effective sales process. And the positive effects of these brand touchpoints last long after the immediate sale.

We all know actions speak louder than words. People trust actions, not lip service. Demonstrating that your organization is oriented toward its stated goal by living it through your work and beyond is the best proof point you can give a consumer.

At Dotted Line, the insights we collected – which prompted a search for deeper clarity – led us to develop a set of belief statements to serve as a North Star for Dotted Line’s brand and our team’s day-to-day work.

Beliefs fuel brand identity

Our first step was to ask ourselves some central questions. To name a few: What has happened in the past to drive our passion? What’s happening now in our world that gets us fired up? Why do we exist? And what really matters to us?

From there, we dug into what our target clients care about. We interviewed several core clients and augmented that research with team observations, which informed the creation of several target personas.

Ultimately, we arrived at four powerful belief statements:

  1. We put creativity to work to grow businesses because problem-solving is the fastest way to achieve ambitious growth.
  2. We start by putting the dots in a row because we know a strategically led approach fights inefficiency and ineffectiveness for our clients’ marketing.
  3. We bring together top performers in new and traditional media to execute omnichannel campaigns.
  4. We are people who care as much as you do. Strategic partnership requires co-ownership of goals and results.

By determining which beliefs drive meaning for our agency, we could then analyze our visuals, messaging, and client experience to see if they were consistent in executing our ideals. Moving forward, we’ll continue asking ourselves what actions we can take to generate the right moments that prove our beliefs, and how we’re teaching and reinforcing these beliefs to our team.

Brand building is never finished

The operative words in that last sentence? Moving forward. As Dotted Line continues to grow and evolve, we’re always working to build our brand: enhance our visual identity, sharpen our message, and create meaningful moments for clients.

It’s tempting to view brand building as a destination, but it is, in fact, a journey. A company that consistently evaluates its own beliefs, and whether those beliefs drive its brand identity, is better equipped to drive traffic, leads, and conversions.

That’s not just conjecture. Lucidpress and Demand Metric found in 2017 that brand consistency drove an average 23% revenue increase for companies. If your beliefs don’t align with your messaging, identity, and moments, it’s time to consider a shift.

As a team of creative, content, and brand strategy experts, Dotted Line is equipped to build your brand through collaborative, research-driven methods that yield lasting results. Click here to reach out.