Fuel powerful growth with a brand development strategy.

What is brand development? A fully developed brand forms the foundation of your business. Our brand development strategies refine and document the intangible qualities that make up your brand. Your company’s purpose, mission, vision, values, culture, positioning, voice, and visual identity will all align and become the most valuable assets to your company. Without a strong brand foundation, you’ll fail to make meaningful connections with the people you are trying to serve.

At Waypost, we offer several in-depth brand development services that we can execute individually or together.

Find your "Why"

Brand Purpose Development

Building a great brand relies on two principles:

  1. Know your brand purpose.
  2. Infuse that brand purpose into every aspect of your business.

Effective and successful brand development always begins with purpose. Your brand’s purpose is why you get up every day and provide the good or service your company offers.

13% of consumers would pay up to 50% more for products or services if they had the impression that your business actively makes a positive world impact. In other words, first impressions pay off! (Consumer Thermometer)

Brand purpose development with Waypost begins with finding your company’s “why.”

Why does your company exist? What services do you provide? What differentiates you from your competitors? Why do your clients/customers trust you? Why do they choose you? Do you have a healthy company culture? Does what you do matter?

A brand purpose exercise is an extensive, candid process to determine your company’s strengths, weaknesses, and aspirations. We then highlight misaligned values and define areas of growth potential. We use the good things about your business to inform our strategy for realigning every part of your brand toward a common purpose.

Some questions during the brand purpose development process can be challenging to answer and often elicit strong feelings. But this transparency will ultimately lead to a more substantial brand purpose and growth-driven results.

Once your “why” is determined, we craft a unique brand purpose statement. We then help you articulate that statement by establishing a brand voice and documenting your company mission, vision, and values. We take the resulting documentation into all of your future marketing, sales, and support strategies.

Brand Purpose Exercises

We believe that brand purpose goes beyond just identifying the 'why' of your business. It involves a comprehensive process of articulation, infusion, and amplification to create a brand that resonates with your audience, engages your team, and drives growth. One of the methodologies we leverage to achieve this is Kantar's Brand Purpose exercise, broken into three phases:

Phase One: Articulation

Phase Two: Infusion

Phase Three: Amplification

Shape Your Ideal Culture with a Brand-Driven Culture Code

A company's culture defines behavior, collaboration, and performance. However, without intention, cultures can become misaligned and dysfunctional over time.

We guide organizations through a process to define their ideal culture and behaviors via a Culture Code.

Our 4-phase approach, based on our own cultural evolution, includes:

  1. Values Discovery: Uncover core values through executive interviews and employee focus groups.
  2. Current State Analysis: Assess real experiences versus ideal culture, identifying gaps and challenges.
  3. Defining Ideal Behaviors: Outline values-driven actions and set expectations.
  4. Implementation Plan: Strategically integrate the Code, educate through workshops, and lead by example.

An inspiring Culture Code heals dysfunction, attracts values-aligned talent, and unites teams under a shared purpose.

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After our initial meeting, I knew right away that this was the team I wanted to work with in launching our business.

The blend of professional service and warm personal touch made the entire experience incredibly rewarding. I'm super grateful to have worked with them in creating our brand, our voice and our vision as a company. Hands down, my collaboration with Waypost has been an exceptional experience.

—Brad Toews, Owner & Founder of Foothills Solar Plus

communicate your value

Brand Positioning Development

In an increasingly competitive marketplace, a distinct brand positioning statement is essential to stand out, attract ideal customers, and grow your business.

Our strategic branding process helps you define and communicate your unique value and positioning through:

Consistency and cohesion

Brand Identity Development

Create a clear, cohesive visual identity.

Establishing a clear, immediate understanding of your brand requires a strategic visual identity. To visually brand your company, Waypost develops a comprehensive set of brand guidelines. These guidelines are ready to be used in all of your brand strategies in order to maintain visual consistency and cohesive tone.

A brand identity package developed by Waypost includes the following steps:

1. Research & Define:

When initiating the brand development process, we recommend starting with Brand Purpose and Brand Positioning. These exercises include in depth research that will help shape your identity, including understanding your audience’s pain points and defining what differentiates you from competitors. We’ll help you develop a unique value proposition, craft a clear purpose statement that reflects your vision, and develop a distinct brand personality with consistent tone of voice for a well-rounded identity.

2. Visual Identity Creation:

When you partner with Waypost for brand identity development, we generate a comprehensive Brand Style Guide that informs your company and any future partners on how to properly use your brand assets. Your Brand Style Guide will be completely customized to your unique business needs but could include:

3. Deliverables:

Crafting a captivating visual identity is pivotal for effective brand communication. Start with a distinctive logo that embodies your brand's essence. Elevate your identity with a balanced color palette and typography that reflects who you are. After you’ve established these three initial components, remember that cohesive design across touchpoints boosts brand recognition.

  • Logo development and usage guidelines
  • Brand tone and voice guidelines for content generation
  • Color palette
  • Typography guidelines
  • Graphic elements such as icons, patterns, taglines, etc.
  • Stationery suite (including business cards, letterheads, envelopes, etc.)
  • Marketing collateral (including brochures, posters, flyers, etc.)
  • Website assets (custom web graphics, HubSpot modules and themes, etc.)
  • Social media assets (including profile pictures, cover images, post templates, etc.)
  • Email templates
  • Advertising templates
  • Branded apparel and merchandise
The trust Waypost has earned from us is by understanding who we are, what we do, and where we want to go. Their expertise has gotten us there, and continues to support our efforts at every turn. Waypost Marketing is one of the best investments our company has instilled in our 48 years of existence.

Jamie Gillespie, Carolina Painting Co. / CPC Floor Coatings

Let's build your brand.

If you’re ready to experience powerful growth fueled by a purpose-driven brand, reach out to us today.

Our team of strategists and creative experts are ready to help you find your “why” and build an impactful visual identity for your company. Give us a call at (864) 288-6162 or contact us online to learn more about how our Brand Development services can help you grow your business.