IDEA FIRST. Teaming directly with company leaders, we uncover the mechanics of your vision and your Big, Own-able Idea at the beginning of the project, rather than a ‘surprise’ at the end (which may not be correct). We can make this promise after decades of practice, hundreds of cases and writing award-winning books.

ALL ELSE SECOND. With the Idea at the center, we focus on the most critical element for success: the installation of the #1 strategy within the company. That includes Naming, Taglines, Brand Story and Micro-Scripts designed to keep the Website, Sales Pitch and Messages from from veering off the road. Nothing is more crucial to your brand than achieving this alignment during the first few months.

Every brand has an entitlement: to be positioned as #1 in a Category. Your Dominant Selling Idea (DSI) is your positioning sharpened to its most penetrating, effective point.

Research & Discovery

Our process starts with R&D that answers what we call the 3 W’s: What is it? Why do I need it and Why should I buy it from you? To answer, we must know about your competition, how they are positioned, and more. R&D for us is a common sense practice that relies on in-person interviews. We only use paid research when requested by our clients.

Brand Positioning

Your Position is the one unique, important, ownable idea that you will stand for — the big difference that sets you apart. It’s as important for your employees as it is for your customers.

Current Category. Step one defines your current “base” Category: the context in which customers place you. Before a customer can choose your brand, they look for a basic Category that fills a need. This step identifies the business bucket you’re perceived to be in, and where you fit compared to competition.

The Category You Will Be #1 In. The next Step attaches the one most important attribute you can own to your base category (safest car, most durable watch). This either sets you apart in your category or creates a whole new Category for you to own.

Dominant Selling Idea. Step three distills your Big Idea into a specific set of words that describe your Category’s value proposition in a two-part statement which says: Here’s the Unique Benefit we offer and the Unique Reason to Believe us.

Selling Strategy

Selling effectiveness is at the heart of everything we do. The Dominant Selling Idea is by definition the core of any brand’s “value proposition”. In finding and wording the DSI, we examine the way the company “goes to market” — particularly the language of sales people in the field and the logic and sequence of pitches and presentations. Salespeople as well as Marketing People must be in total sync with the Dominant Selling Idea that sets your brand apart.

No branding element is more important than your name. We create distinctive, memorable names for companies, products, services, technology platforms and proprietary processes.

Every name created at BrandTeamSix must stand up to the following criteria. It must be:

• A direct statement or highly supportive of your Dominant Selling Idea. Its object is to launch your DSI instantly in the customer’s mind.
• Descriptive, evocative or colorful.
• Ownable by you.
• Easy or pleasing to say.

When necessary in the process, we will also conduct…

• Qualitative/Quantitative Research
• Trademark/legal search
• Web domain search

The DSI Tagline (Selling On Sight)

Each Tagline is designed to be a precision selling tool--the catalyst for your Dominant Selling Idea. We call them DSI Taglines because they turn any place they appear into an instant selling opportunity.

Every BrandTeamSix Tag:

• Must directly state, or specifically support the DSI
• Must be ownable — another product couldn’t substitute their name for yours and say the same Tagline
• Must be evocative, colorful or phonetically memorable.

Micro-Scripts. The Phrases People Love to Remember and Repeat. It’s not what people hear, it’s what people want to repeat, after they’ve heard it! A Micro-Script is the creative verbalization of your Dominant Selling Idea--an “instant message” that people like to repeat, word-for-word. It’s short as a word or phrase – custom designed for Word of Mouth.

A Micro-Script is much more than a standard sound bite or an empty slogan. It’s a Story bite. It triggers a whole story or a key piece of one in the mind of the listener.

We bring your brand to life via distinctive logos, key visuals, graphic design and graphic standards for a consistent, distinctive look and feel. We treat these graphics as the physical incarnation of your DSI – the “pictures that say a thousand words.”

With world-class graphic designers, we can work across all mediums:

• Websites
• Marketing Collateral
• Sales Materials
• Cards and Stationary