Human emotions play a central role in decision-making, whether consciously or
sub-consciously. It is why stronger brands go beyond facts and figures and influence people on an emotional level.
We expose authenticity through purpose-based thinking. Building unique brand stories that creates a stronger emotional connection.
BECOME THE GO-TO BRAND IN YOUR INDUSTRY
Purpose & values
Naming & taglines
Visual Identity design
Social media branding
How to build a strong brand?
Purpose is the heart and soul of the company. Whereas the vision defines the place you want the company to end-up in the coming years, purpose is at a deeper level.
If, because of unforeseen circumstances the long-term view has become unrealistic and obsolete the purpose of the company will stil inspire the team and can be used to find a new direction.
Finding your Purpose
Norvell Jefferson has facilitated companies successfully in the process of deciphering their Purpose. Using the Golden Circle model (ref. Simon Sinek), we help define the WHY, HOW and WHAT of a company.
We conduct in- depth stakeholder interviews and organize workshops to let teams search and find the deep motivation that drives everyone every day, to give it their all.
If the outcome of the latest exercise leaves questions un-answered, we can organize a mini WHY, HOW, WHAT exercise to involve, energize, and align leadership around the Purpose of the company. Being united in a trusting foundation is a must.
Values are typically not invented, made up, or chosen. Values are recognized as they have been the invisible rudder while the company was growing over time. Usually, one can only connect the dots looking backward (Source: Steve Jobs) – and the same counts for Values.
The current Values can be identified by analyzing the typical behavioral trades of leaders that shaped the company.
Values can change over time. People in the company can gravitate towards ‘aspired values’. These Values can help define a new need or opportunity to let the company and its
teams grow further.
Values are, to that extend, not set in stone. We treat them with respect, they will not change overnight; we embed them in our organizational procedures to provide structure and guidance... we use them to inspire our stories to be told.
"Usually, one can only connect the dots looking backward"
Expose your true values
Norvell Jefferson is experienced to help organizations capture their Values. We conduct leadership interviews and let leaders share their personal experience and reflect on Values- driven behavior that caused the company to be successful.
We use culture/Values surveys that allow us to involve all employees of the organization and aggregate the personal Values, the current company Values, and the aspired Values. Being certified Barrett Values consultants, we have access to a range of efficient and insightful surveys.
Transforming your purpose and values into a brand story
Once we have assessed, consolidated and finetuned the purpose, values, value proposition and proof points these are used to develop your brand story.
To let your brand stories, resonate with your audience, they need to be authentic. Not made up but inspired by reality. Stories need to be ‘recognizable’ and grounded in reality, but also stretching imagination so they stand out and inspire.
Designing your brand
Once the essential components of your brand – including its purpose, core values, vision, brand story, target audience, and market positioning – are firmly established, we embark on the journey of crafting a distinct visual identity. This encompasses the creation of a captivating logo, the curation of a thoughtful color palette, the selection of expressive typography, and the harmonious integration of various visual elements – all meticulously aligned to genuinely encapsulate and convey your brand's unique personality.
Design is the silent ambassador of your brand