Values-based Branding
Pennant has developed a creative process called Values-Based Branding (VBB) to help you uncover and implement a set of values that can be applied to every sector of your business.
The VBB process encourages you to evaluate the core values of your business, while also uncovering the values you may not have recognized as part of your brand!
You want your brand to provide a consistent experience that feels authentic. Discovering and implementing the values uncovered in this process can elevate your brand to a level where you are not only reaching your target audience, but also giving them an authentic experience that makes them feel valued!
Every client, Every Project
The VBB process is so core to our workflow, that we start each client relationship with it. For us, there is no better way to connect, have fun getting to know each other, and uncover something that lies within.
VBB also has a way of expediting some things – by uncovering the hidden qualities of your brand at the start, you might save yourself from re-doing dozens of pages of website copy, or missing the mark on your in-store signage.
It makes the creative process more efficient – by pulling ideas from a variety of stakeholders ….
Often times the creative process is such a mysterious thing that it seems impossible to even start (and where most people give up before they begin) VBB helps give space to the uncertainty and then give shape and structure using values as a guide. Even though we’ve built a hundred websites, we can’t possibly go forward on the next site without having applied VBB
Evidenced-based, researched, and user-centered
Values-Based Branding is a fusion of two disciplines: social work and design. Pennant Creatives was founded by Dana Robertson and Chris Breimhurst – one a social worker and the other a designer. Social work is a “practice-based profession concerned with meeting the basic needs of individuals, families, groups, communities, and society as a whole to enhance their individual and collective well-being.” While design is “a plan or specification for the construction of an object or system or for the implementation of an activity or process or the result of that plan or specification in the form of a prototype, product, or process.”
While we can’t say we are pioneers in this particular intersection of disciplines, we have certainly consumed and synthesized the works of leading researchers in these areas.
A new venture, or a seasoned business
You might have been working on your business plan, auditing your vendors, taking inventory of your products, interviewing staff – working all day and night to get everything ready for your big launch. But you more than likely did not stop and listen to your inner voice or paid much attention to the core motivations as to why you started your business. …
Or, you’ve just been promoted as head of marketing for a family-owned business that has been in operation for 3, going on 4, generations. Things have a certain rhythm and yearly cycle. Your operations are fairly defined, if not quite detailed and documented. It’s almost as if the business could just run by itself. But everyone between you and the founders know that it can’t possibly run autonomously. Every organization is built on values and people.
…. You’re never too young or old (as an organization or business) to engage with our Values-Based Branding process.
Values-based brand in real life
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meet your new team member!
Experience Brand-Focused Direction for Your Project, Company, or Campaign
My Fractional Creative Director service offers a cost-effective solution for professional brand creation, strategy, and project implementation. As an experienced leader, I work alongside your team to provide personalized strategies and ongoing support, helping you elevate your brand and efficiently achieve your goals. You’ll benefit from the expertise of a Fractional Creative Director typically found in large companies, but at a mid-sized cost.
What you’ll Get
- Tailored Strategies – Customized to fit your unique needs.
- Expertise on Demand – Access to high-level creative insights whenever you need them.
- Efficiency-Achieve your branding goals without disrupting your team’s workflow.
- Same Great process, Same quality Implementation – access to all Pennant offers our clients and expert direction of your Brand Strategy
How it looks – a Case Study
Client Background:
The Little Conestoga Blue Green Corridor, spearheaded by the Little Conestoga Creek Foundation (LCCF), sought to create a trail alongside a restored creek, highlighting the area’s rich history, environmental significance, and scientific relevance. With multiple objectives in mind, LCCF needed a comprehensive brand and brand strategy to effectively roll out this ambitious project. They turned to a Fractional Creative Director for this critical task.
Project Goals:
LCCF engaged my services as a Fractional Creative Director toConduct discovery through surveys, focus groups, and in-depth conversations with LCCF leadership.Formulate recommendations on the brand, including brand persona, trail user personas, and brand direction.Deliver a robust communication plan focused on donor relations, grants, education, trail amenities, public relations, and website content.Create and launch a visual identity with a style guide.Design and implement a website.Collaborate with the project team on park and trail planning, ensuring brand consistency throughout the trail’s development.As a Fractional Creative Director, I ensured the brand’s identity was well-defined, setting the foundation for the Little Conestoga Blue Green Corridor’s long-term success.