Over the past decade, we have focused on helping client organizations to identify their uniqueness in the marketplace and to develop their brand. Traditionally, this process has been a marketing initiative. Yet we continually observed that making a brand promise to customers and potential customers did not ensure that the organization delivered on the brand promise. Adding to this complexity is the dawning of a higher level of sophistication among today’s consumers. They are smarter, they’re better informed and they aren’t easily persuaded. Organizations have to do a whole lot more than just make a claim of distinction. They have to prove it. These savvy customers want to see evidence of distinction.

During the past several years, we’ve deepened our study of brand development, turning to the research of brand development experts, attending brand development seminars as well as having one-on-one discussions with some of the top echelon of the brand development commentary. We’ve becoome one of the few Certified Brand Strategists in North America. We’ve confirmed some of what we already knew and believed to be true, we’ve added to our body of knowledge and we’ve thrown out what we now know are some outdated premises. We learned that we can’t simply help an organization define their brand. We know that the power lies in the company’s ability to deliver on a brand promise. We see that deploying the brand essence is an organization wide initiative, reaching the length and breadth of the company and substantiating itself internally even as it proclaims itself externally.

During our own discovery process, we uncovered that BrandSavants is an elite group dedicated to an avant-garde view of brand development that has proven effective. How? By growing businesses — unearthing each organization’s uniqueness — and by identifying clear reasons for target markets to do business with them.