Your Brand

At Legacy we follow a systematic interrogative process with your senior leadership to produce a succinct brand strategy. The result becomes your guiding light to ensure the external perception of your brand is exactly what you want it to be, it guides all future marketing and operational decisions and the behaviors of your team.

With our Brand defining process your external audience will be clear on what you stand for and what to expect when they visit your establishment.

By proactively creating and following a brand strategy you regain control of your narrative; correct any misconceptions and your ability to attract both additional customers and team talent will be greatly enhanced.

'Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand."

Howard Schultz

Chairman and CEO, Starbucks

The CORE of your brand - Internal

Purpose

During this process we uncover the 'why" behind your existence. We dig deep to uncover how you want your brand to improve peoples' lives.

Nike - "To bring inspiration and innovation to every athlete in the world."

Vision

Purpose

Your brand vision states where you aspire to be if all goes according to plan. Here we dream big, use some superlatives and paint an exciting picture of the future.

Tesla - "Tesla’s vision is to: Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles."

Values

Purpose

Values

Your brand values are the non-negotiables, the white lines which mark you're playing field which you won't cross. These are what you stand for and what defines you.

Patagonia - "Build the best product; cause no unnecessary harm, use business to protect nature; not bound by convention."

Your brand position - External

Your target audience

What makes you special?

Defining your target customer(s) in a detailed intimate manner allows us to better understand their motivations, fears, insecurities and aspirations.

In so doing we can craft communications which connect with them on a deeper, more intimate level.

Apple - "They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward."

What makes you special?

A deep understanding of your competition allows us to use our understanding of your ideal customer to craft communications which effectively ensure they will choose you over the competition.

We can highlight your unique features and advantages in a positive way while seeding doubt or uncertainty about anyone else's ability to satisfy them like you can.

Tag Heuer - "Don't crack under pressure"

Creating awareness

What makes you special?

Creating awareness

Brainstorm and prioritize how customers will learn about your brand.

Prioritizing awareness goals and initiatives will help you market more effectively.

In this step, we will consider the cost and difficulty of each marketing initiative so that you can spend your marketing money wisely.

Together with the target audience, and market research, your awareness goals can help you in getting the word out there.

Your Brand persona - how you connect to your audience

Your Brand personality

Give your brand a human side by defining its personality to build relationships with your customers.

It is important to humanize your brand, so that people can feel a real connection.

Describing your brand as if it was a person, will help you form opinions and attitudes and therefor build relationships with like-minded audiences.

Your Brand voice

Your Brand personality

Define your tone of voice to set guidelines for how you want to sound to your target audience.

Once you have discovered the personality of your brand, the next step is to complement it with an appropriate tone of voice.

Whatever voice is appropriate for your brand, you must make sure you use it consistently across all channels of communication.

Tag lines and slogans

Your Brand personality

Tag lines and slogans

Crafting a memorable tagline will help you tell your brand story in just a few, short words.

It is important to choose a tagline that conveys the message of your brand, it reflects brand positioning.

Once you have worked out all the other key elements of your brand strategy, it's time to sum it all up in just a few memorable words.

Nike - "Just do it"

Your Brand

The CORE of your brand - Internal

Purpose

Purpose

Purpose

Vision

Purpose

Purpose

Values

Purpose

Values

Your brand position - External

Your target audience

What makes you special?

What makes you special?

What makes you special?

What makes you special?

What makes you special?

Creating awareness

What makes you special?

Creating awareness

Your Brand persona - how you connect to your audience

Your Brand personality

Your Brand personality

Your Brand personality

Your Brand voice

Your Brand personality

Your Brand personality

Tag lines and slogans

Your Brand personality

Tag lines and slogans

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