Alexa

September Special Edition 2021

Starfish: The Brand Experience is the Brand

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Rooted in the brand strategy, the brand story will reveal the brand’s overall intent. What you do. For whom you do it. How you do it uniquely. And importantly will deliver the tone and the manner for the brand. In sum, this brand story will define your brand for all constituencies, both internally and externally. And the brand story will communicate a feeling about the brand that should elicit an emotional response from the target. Do you want them to feel inspired? Do you want them to take action? Do you want them to feel joy? The brand story will deliver your brand to the world.

And today, while there may be triggers to form a brand repositioning, your brand story is never static. As a brand storytelling agency, Starfish can build the platform, the tactics, and the content to continually deliver a compelling brand experience to the marketplace.

Brand Strategy Redefined

An organization’s brand strategy is a set of words and phrases that together formally articulate the core essence of a brand. It should be inclusive of a brand's history and its future, its products and its services, its customers and its prospects, the attributes of the brand, the place in the marketplace, and, importantly, how it brings it all together uniquely.

In order to capture and articulate this all succinctly, Starfish digs in. Deeply and thoroughly. Internally and externally. The process can’t be avoided, and the effort can’t be minimized. As a brand strategy agency, Starfish takes this process as seriously as the brand demands because only this form of rigorous brand development will yield the most authentic brand strategy. And this is the only kind of brand strategy we deliver.

Starfish delivers all of the formal brand strategy components including the value proposition, positioning statement, brand idea, and brand story. But also, as part of its brand strategy services, Starfish includes brand architecture. From Starfish's perspective, brand architecture is a bit of a lost art – an afterthought.

Brand Identity Design Service in NYC

Starfish starts with the brand strategy. But when working through a brand design, they also will conduct a purpose-designed work session to review brand identities, in your category and outside of it. Do you like the way Nike goes to market or Adidas? Mercedes-Benz or Audi? Apple or Microsoft? This discussion will provide meaningful insight that will help to assess your sensibilities, ensuring that Starfish delivers a brand design that not only is on strategy but that feels right.

As a brand design agency, Starfish starts with the logo design and fleshes out the full brand identity – including graphic elements, imagery style, and more, and capture it in a style guide that defines the rules for how to use it all in brand activation.

Enhance Customer Experience

Customer Journey Mapping is a representation of every experience a customer has with a business from the initial interaction, through the relationship of the customer with a brand. As a customer journey mapping agency, Starfish often says that the purchase funnel is dead. But while every customer still has a shopping experience, whether B2B or B2C, and still follows a path, it’s also true that today’s customer journey map is no longer linear. What once was a simpler, reductive process now expands and contracts with new information, new recommendations, increased options, and increased brand interactions, and it takes place in multiple channels, online and offline. The company has 15 years in this space.

Starfish's customer journey mapping service begins with a target and with the understanding that different target segments will have different customer journeys. Through primary and/or secondary research, it develops a detailed understanding of each segment’s customer journey, and they capture the learning in a detailed customer journey map. Then, they can reconcile the experience map with a client's own marketing.

Marketing Strategy

Believe it or not, marketing strategies are not always developed proactively, thoughtfully, and holistically. Whether creating them from scratch or embellishing what you already have, as a marketing strategy agency, Starfish always looks through the lens of the overall brand experience. And they build an integrated marketing strategy for each client that delivers their brand experience in a meaningful way, in multiple touchpoints, and through multiple channels. But the goal, of course, is that it feels like a singular brand to the target.

Starfish are experts in helping brands reach the right consumer with the right message. They start by helping define your marketing goals, including who you want to reach, your metrics, your timeline, and your budget. Through a rigorous process, they use this information to build an actionable and integrated marketing strategy.

For new brands and products, Starfish also leverages deep expertise in developing go-to-market strategies. Whether your goal is to launch “loud and proud” to the marketplace or to roll out in phases, Starfish always work closely with a team to ensure alignment at each stage of the process.

The Leader

David Kessler, Founder and CEO

"As a brand storytelling agency, Starfish can build the platform, the tactics, and the content to continually deliver a compelling brand experience to the marketplace."