Branding

Ignoring, disguising or squandering your one strong-to-impenetrable market differentiation quietly erodes customer faith and confidence, and dampens staff potential and innovation. Elliance resists the temptation to paste creative band-aids over lifeless, directionless brands. We bring the strategic firepower needed to challenge conventional wisdom and find the deeper truths essential to any brand redemption.

The first and best test of any brand comes with internal launch. Gaining adoption, and turning fresh self awareness into lasting excitement requires humility and authenticity. Done well, a brand recruits an army of ambassadors and champions who embody the brand at all touch points. Elliance brings years of judgment and wisdom to ensure successful launch of your brand.

Fulcrum believes that brand — your core point of view and differentiation — can’t be can’t be summoned by creative divination, manufactured or imposed in any way. Brands must be listened for, coaxed forward, interpreted, articulated, embodied, and supported. We see our role as one of brand discovery. Our charge is to listen patiently — to what’s said and unsaid — to uncover intrinsic value and deliver enduring advantage.

Finding and articulating the brand is only part of the challenge. Most brands fail because organizations lack the discipline and resolve to stay the course. The forces of entropy and decay lurk at every turn. Ongoing partnership with Elliance ensures a steady hand to guide brand maturation, so that every incarnation of the brand embodies the core values.