Brand Development

Brand Naming
What’s in a name? When done right, a good name has gravity, subtext and style—all of which make it memorable and proprietary to your brand. At RiechesBaird you’ll find that brand naming is an in-house skill set that many other brand firms typically outsource.

Companies, products, services, spin-offs, joint ventures—you name it and we’ve, um, named it.
With a finalized name, we begin the step of giving the name what it needs to thrive—context.

Brand Identity
Brand identity begins with logo development, yet it also goes far beyond it. Our brand identity designers are experts at handcrafting corporate signatures that express the essence of the brand. For every project, they explore all aspects of identity design—intent, typography, colorways, iconography, and more—to create studies that typically include several dozen candidates. Similar to our naming process, a wide net is cast for purposes of exploration, leaving no relevant consideration untouched.

Once a corporate mark has been finalized, we develop the brand expression—or the brand’s look and feel—that includes an expanded color palette and typography, imagery, repeating elements, and other considerations that give the brand its proprietary and aesthetic qualities.

The visual identity system then becomes a major component of the brand guidelines manual, which serves as the “brand bible” to ensure the brand is expressed consistently and appropriately as it is adopted by members throughout your organization.

Brand Adoption
We define brand adoption as the process of educating and training everyone in your organization so that they can “live the brand.” We conduct workshops and training sessions, provide training materials and provide ongoing support to ensure widespread brand adoption.

This essential aspect of brand development results in your people—who are often the main brand touchpoints—not merely understanding the brand but personifying it.

Brand Communications
One of the most significant advantages you’ll get from RiechesBaird is the seamless transition from brand strategy through the creative development, execution and production of marketing materials. The same team members who create and develop the brand strategy also manage its evolution into brand communications—ensuring that the voice, spirit and positioning elements of the brand shape all creative messaging from launch through implementation.

Brand Stewardship
Throughout every engagement, we serve as your brand stewards—thinking proactively on your behalf to advance your brand’s market position. The dedicated team on your business manages the day-to-day pursuits without losing focus on the bigger picture, which is to build the value of your brand over time.

Go-To-Market Strategy
Strategic development precedes and guides all of our brand communications—namely the implications of segmentation, distribution, pricing and placement. Once a strategic approach to these variables has been resolved, we determine the overall go-to-market strategy and move into creative development.

Channel Management
RiechesBaird goes beyond channel marketing to true channel management. We are experts at managing sales channels to increase awareness, generate leads and drive revenue generation. Our strategies and programs are designed to bridge the gap between marketing and sales—effectively driving growth through the implementation of flexible, scalable and proven solutions. RB’s channel management services include:

Customer Analytics

• Database Creation & Integration
• Data Mining & Predictive Analytics
• Sales, Business & Operational Intelligence

Customer Relationship Management

• Lead Generation & Management
• CRM Strategy & Implementation
• Incentive & Loyalty Marketing

Channel Marketing

• Campaign Management
• Sales Force Automation
• Sales Process Design/Refinement
• Opportunity Management & Partner Marketing

Creative Development
Beyond all of the research, planning and strategy—the importance of which can’t be underestimated—lies the true nature of brand communications: connecting with your audiences through creative expression. Brand communications have been a core competency of RiechesBaird since our founding, and our skill sets have only sharpened as the methods of brand contact have grown exponentially. We develop offline and online brand content in the following categories:

• Advertising—print, interactive, broadcast, outdoor and nontraditional media
• One-to-one marketing/direct marketing
• Web site and web application development
• Internal communications (employee-facing)
• Collateral materials
• Sales force material/content
• Trade show/Road show applications
• Online forums
• Graphic Design
• Experiential
• Point-of-purchase