Reincarnating a brand is finding your authentic voice that will speak clearly and persuasively to the ‘right-fit’ prospects. It’s creating your distinctive position with remarkable stories.
Most organizations are drowning in a sea of competing viewpoints, internal lingo and theories of success. No wonder so many brands lose their way. Armed with a wealth of experience in multiple industries, we bring a fresh outside-in perspective. With one eye on competitors, we take a deep dive into authentic stories and market research to craft a distinctive brand voice.
We don’t manufacture brands. Instead, we take the time to listen to the keepers of the torch, the remarkable rainmakers, the frontline heroes and the kind of customers you want more of. Then, carefully, meticulously and painstakingly, we re-imagine your new reality with new words, metaphors, images and stories. It is the stuff of mythology and legend creation.
The Proof is in the Pudding
1ABCs of underdog branding
Appalachian Bible College
Appalachian Bible College (ABC) is one of the country's smallest and more remote Bible colleges, dealing with far-ranging stereotypes associated with its location in West Virginia. The total universe of “right-fit” students for the college is just a few thousand. By articulating its brand pillars as a compelling story and situating ABC on top of search engines for “bible college”-related keywords, Elliance is facilitating the march of the right-fit students to ABC.
BVU links businesses and nonprofits to foster excellence in the nonprofit sector in the Cleveland region. Elliance has redesigned the BVU website to highlight the powerful stories of successful partnerships. These “feel-good” stories are designed to set in motion a chain of events that will ultimately draw Cleveland out of funk.
3Uplifting a brand
Pepperdine University's Graziadio School of Business competes in a crowded Los Angeles Metro market, amidst aggressive brands positioned above and below them in terms of academic quality. Guided by insights from Elliance, the business school has repositioned itself amongst the top three brands along with USC and UCLA.
4Bringing community into your bank
First Commonwealth Bank
Can a community bank behave like an institutional national bank? First Commonwealth began to drift away from its community roots after working with a national branding firm. Customers were alienated and lost trust. Elliance restored the community roots by warming up the palette and featuring stories of real bank customers on the homepage. Prospects and customers have started talking warmly about the bank again.