Phase 1: Discovery & Audit
In the first phase, we conducted industry and competitive research while evaluating the client's business goals and existing brand. Our primary research included internal and external stakeholder interviews. Our secondary research was comprised of a brand audit, evaluation of industry trends, a competitive analysis and a brand tracking survey. At the end of this phase, we summarized our findings and proposed three strategic directions to the client. Echo chose a direction that highlighted its key strengths of having a trusted, expert partner identity, tech-enabled approach and key benefit of reliability.
Phase 2: Brand Strategy
We began the second phase by developing two audience personas for Echo: shippers and carriers. Personas help inform messaging for future brand and marketing efforts.
After persona development, we refined the brand's positioning statement, reasons to believe, brand personality traits, and mission and vision.
Positioning statement: For shippers and carriers, Echo is the 3PL that solves their transportation needs through expert partnership, innovative technology and a reliable carrier network.
Reasons to believe: expert partnership, innovative technology, reliable carrier network
Brand promise: Solve any transportation need.
Mission: Simplify transportation management.
Vision: Build the most innovative and reliable technology-driven transportation network, leveraging data to efficiently connect shippers with capacity.
Brand Personality Traits
Brand Pillars
We completed the brand strategy phase with the creation of messaging frameworks. First, we developed Echo's three brand pillars that span each audience persona. Next, we wrote a unique value proposition for each audience persona. Finally, we wrote three key messages for each brand pillar for each audience persona.
Carrier Value Proposition - Carrier Messaging Frameworks (see below)
Shipper Value Proposition - Shipper Messaging Frameworks (see below)
Phase 3: Brand Expression
The third and final phase of this branding project included development of Echo's verbal and visual brand identity. We concepted one theme for Echo.
I was responsible for writing the concept statement, brand voice & tone, and creative ad copy.