Brand Magic to Attract Right-Fits

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Branding: Revealing True Self Attracts Right-Fit

  • Brand Strategy

    Differentiate or Die

    Ignoring, disguising or squandering your one strong-to-impenetrable market differentiation quietly erodes customer faith and confidence, and dampens staff potential and innovation. Elliance resists the temptation to paste creative band-aids over lifeless, directionless brands. We bring the strategic firepower needed to challenge conventional wisdom and find the deeper truths essential to any brand redemption.

  • Brand Launch

    Be the Change

    The first and best test of any brand comes with internal launch. Gaining adoption, and turning fresh self awareness into lasting excitement requires humility and authenticity. Done well, a brand recruits an army of ambassadors and champions who embody the brand at all touch points. Elliance brings years of judgment and wisdom to ensure successful launch of your brand.

  • Brand Discovery

    Active Listening

    Elliance believes that brand — your core point of view and differentiation — can’t be can’t be summoned by creative divination, manufactured or imposed in any way. Brands must be listened for, coaxed forward, interpreted, articulated, embodied, and supported. We see our role as one of brand discovery. Our charge is to listen patiently — to what’s said and unsaid — to uncover intrinsic value and deliver enduring advantage.

  • Brand Care + Feeding

    Stewarding the Brand

    Finding and articulating the brand is only part of the challenge. Most brands fail because organizations lack the discipline and resolve to stay the course. The forces of entropy and decay lurk at every turn. Ongoing partnership with Elliance ensures a steady hand to guide brand maturation, so that every incarnation of the brand embodies the core values.

Recent Blog Posts

  • The art of the environmental portrait

    June 20, 2017

    In numerous cases, we as marketers ask those we are marketing to become the voice of the company or institution they represent. Their stories give meaning in a deeply personal way. And, in many cases, we ask those that give … Continue reading

  • Brand Architecture in Higher Education

    April 02, 2017

    There isn’t an algorithm for defining brand architecture for higher education. However, some heuristics or common patterns exist that will help colleges and universities frame their specific situation. Here is a start: I. Branded House: This model applies to most … Continue reading

  • The Politics of Design or Seeing Red

    March 29, 2017

    Politics aside… what do design, branding and political experts really think of President Trump’s “Make America Great Again!” red trucker hat? Some call it the worst design of 2016, while others say it was the most hated and most loved … Continue reading

  • Is it time for a new suit?

    March 10, 2017

    Much like an ill-fitting or dated suit, companies and institutions with out-dated or poorly executed identities need to be aware of the perception their identity has in the markets they serve. Does your identity still fit your organization and what it does? Does it represent … Continue reading

  • The Brand Management of Hate

    November 29, 2016

    Come January 20th hate will have a new home. It’s called the White House. Not every person or even the majority of people who voted for Donald Trump is hateful, but haters do love him. They see a guy who … Continue reading