How a brand can ignite your business.
Leverage your brand and creative equity to generate long-term brand value.
For businesses of all sizes, managing and building a brand that connects with people is a full-time, high-responsibility job in addition to running the business.
Embarking on the brand-building journey can be like navigating a maze blindfolded in the dark during a total eclipse. The sheer magnitude of the task can be overwhelming, and often, the business’s day-to-day demands take precedence, pushing brand building to the back burner.
Your competitors have caught up to you, and now you need help differentiating yourself in the market. For legacy brands, suddenly, your claim to fame is table stakes. Or if you’re a startup, your industry has caught onto your trend-setting idea.
Customers look on the shelves or on their screens to compare you to their other options. Packaging, messaging, and look suddenly feel similar, or worse, your competitors have a better presentation than you.
When brand building is neglected, the consequences can take a while to arrive, but they present significant problems when they do. Your market position starts to slip, not just in your category but in the hearts and minds of your audience. The once-strong connection between your customers and your brand begins to weaken.
But it doesn’t have to be this way. Imagine having a clear and focused idea of where you want the brand to go. This idea inspires your team so that they can think and contribute while bringing it to life through daily experiences. New ideas start coming from all corners of the organization on how things can be better. People notice your care and commitment to bringing your vision to life. They want to join in the cause because they’re no longer your customers; they’re your community.
1. Differentiation in the Marketplace
A well-crafted brand identity enables a business to distinguish itself in saturated markets. This differentiation emphasizes the business’s unique selling propositions and values, making it more memorable and appealing to specific customer segments. When a brand effectively communicates what sets it apart, it can avoid price wars by attracting customers who resonate with its unique aspects rather than just competing on cost.
Glossier → Originating from a beauty blog, Glossier leverages its community-driven brand to create products inspired by real people, driving a feeling of authenticity and connection.
Liquid Death → This canned water company stands out with an approach usually used for craft beers. It appeals to consumers looking for sustainable but edgy alternatives to plastic bottles at venues, concerts, events, or at home.
Allbirds → The footwear brand uses simple design coupled with unique sustainable materials, positioning itself as eco-friendly and modern, contrasting with traditional athletic shoe brands.
2. Customer Loyalty and Retention
Branding that connects emotionally can significantly enhance customer loyalty, encouraging repeated business and referrals. Brands that create a strong emotional bond ensure customer retention, even in competitive markets, as these customers are less likely to switch to competitors.
Yeti → Known for its durable outdoor products, Yeti has cultivated a loyal customer base through products that promise and deliver longevity and reliability, creating strong brand advocates.
Patagonia → With its commitment to sustainability and environmental activism, Patagonia secures loyal customers who share these values and prefer to purchase from a brand that contributes to social causes.
Casper → Casper has built a loyal following in the mattress industry by focusing on customer experience, including risk-free trials and quality customer service.
3. Premium Pricing Power
Branding that connects emotionally can significantly enhance customer loyalty, encouraging repeated business and referrals. Brands that create a strong emotional bond ensure customer retention, even in competitive markets, as these customers are less likely to switch to competitors.
Aesop → Focusing on high-quality ingredients and a distinctive store aesthetic, Aesop attracts a clientele willing to pay more for perceived higher standards and a sensory experience.
Shinola → Shinola leverages its “Made in Detroit” origin and craftsmanship to justify premium prices for its watches and leather goods, emphasizing their brand story, quality and American manufacturing.
Blue Bottle Coffee → Known for its fresh and sustainable coffee, Blue Bottle Coffee can charge premium prices due to its high-quality product and commitment to sustainable practices.
Knowing the benefits of having a good brand is one thing, but actually having one that drives value for your business is another.
Don’t worry, our team of brand experts are here to help.
We’re EightySeven and we create brands that spark opportunities for your business.
Our team of brand experts work with founders and leaders just like you to create brands that align their vision and goals. Working as a partner with a pressure-tested process, we guide you through the key choices to build a brand, while managing the complexities so you don’t have to.
That starts with providing clarity. Understanding where you should start and what are your most valuable next steps.
Our team of brand experts have curated 20 simple questions into a brand assessment that we invite you to take in order to gain a better understanding of your brand.
Ready to see how your brand can transform your business?
We focus on areas that lead to long-term brand success and value.
Clarity
Sharpen your brand focus to make it easy for people to follow.
Confidence
Make bold business decisions without going out of bounds.
Creativity
Stand out with an outstanding brand presentation.
Connection
Stay ahead and stay relevant by leading your brand with empathy.
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Product features, business models, and prices can all be met or copied by competitors. Authentic brand personality? Not so much. A focused brand has the power to connect with people by speaking their language and empathizing with their experiences to amplify the more rational reasons to believe.
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Humans have been using stories to share and remember information since the beginning of time. Focused brands use the power of strategic storytelling to make their brand experiences more compelling, memorable, and shareable.
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Having clear, focused brand direction can simplify decision-making throughout your organization and inspire more meaningful (and authentic) ways to engage your key audiences. This can be enormously beneficial in terms of maintaining relevance and staying top-of-mind, both long term and short term.
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By not trying to be everything to everyone all at once, focused brands win hearts and minds by understanding, speaking to, and catering to the real life needs of the people they serve. When people feel like a brand really gets them, they feel more connected and loyal to it.
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By not trying to be everything to everyone all at once, focused brands win hearts and minds by understanding, speaking to, and catering their products and services to the real life needs of the people they serve. When people feel like a brand really gets them, they feel more connected and loyal to it.
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Few things are more paralyzing to an organization than a lack of direction. Taking the time to focus and refine a brand’s vision has the power to unify and mobilize a company inside and out by helping leadership better understand, communicate, and execute their vision for the future.
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There’s a reason why companies with the best branding have an easier time recruiting – people often want to work with and for the best. Talented people take pride in their work, and when you work with the best, it can lead to better results in terms of output, professional growth, and long-term career outlook.
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Having a focused, consistent brand experience that customers know they can trust and rely on is a huge asset. When you have a brand people love and can’t live without, it can help your company weather the storm when times are tough.
★★★★★
“I’m just as excited to show off our new brand refresh to others in the company as I am to use it daily.”
Chris Johnson
Sr. Director of Brand, Solo Stove
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“EightySeven was a dream to work with. They listened to multiple brain dumps from our team, things we had been thinking about for years, and translated everything into amazing work. I'm not kidding. I'm just as excited to show off our new brand refresh to others in the company as I am to use it daily. 11/10 would, and have, recommended EightySeven to friends.”
★★★★★
“They truly captured our mission and vision and took it somewhere I couldn’t have dreamed of.”
Laura LeBlanc
Executive Director, MiSide
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“Hiring EightySeven was one of the best decisions I have made in my entire career. When faced with merging two legacy nonprofits in Detroit, I knew we only had one chance to get this right. The first time we met with Max, Laura and Rick - I was hooked. They were incredibly professional but down to earth at the same time. They guided our large team of executives from both legacy organizations throughout a very organized and thorough process. They truly captured our mission and vision and took it somewhere I couldn’t have dreamed of. They were by our side throughout the merger and brand reveal and were always there when something came up. As someone who works with building at brand at the orgs I work for, I was thrilled to work and learn from some of the best out there. Today, we have a new name and brand that somehow maintains the legacy of both organizations. We didn’t have to get rid of what we loved so much, instead they found a way to build onto it with a fresh and modern approach. Lastly, working at a nonprofit, it is critical to have brand recognition in community especially with clients and donors. They kept our vision in mind for both audiences to help ensure sustainability moving forward. 10/10 recommend.”
★★★★★
“What stood out the most was EightySeven’s ability to achieve what others couldn't with the brand.”
Vince Lebon
Founder & Designer, Rollie Nation
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“EightySeven's work was amazing and exceeded our expectations. What stood out the most was their ability to achieve what others couldn't. They brought a level of expertise and professionalism to the table that was simply unmatched. Their attention to detail was unparalleled and their commitment to delivering high-quality work was evident in every interaction we had with them. Working with EightySeven was a breeze from start to finish. They were incredibly responsive and always kept us in the loop about project updates and progress. We felt like we were in great hands the entire time. We are definitely ready for more work with EightySeven and can confidently say that we are looking forward to a likely long-term working relationship with them. It's clear that they have a deep understanding of our needs and goals, and we have no doubt that they will continue to deliver amazing results for us. Overall, we highly recommend EightySeven to anyone looking for a partner who can achieve incredible results. Thank you, EightySeven, for your exceptional work and partnership!”
Ready for your brand to spark opportunities for your business?
Take our Brand Assessment below to gain insight into your brand.
Once you have your results, you can schedule a free call with our team.
How it works ↘︎
☑️ Step 01
Take your Brand Assessment.
Before we begin any project, we like to gain a better idea of your brand and business circumstances, so we can quickly identify opportunities. It’s an instant assessment that takes just a few minutes, start now.
💥 Step 02
We collaborate to spark your brand.
Together, we will align on your objectives and build a brand to match. From visuals to voice, experiences to e-commerce, our brand experts efficiently guide you through our thoughtfully designed branding process.
😎 Step 03
Enjoy your new opportunities.
Finally, with your brand aligned to your vision and business goals, you’re set up for years of success. Through consistency and commitment, your brand will catalyze into ongoing value for your business.
Our services ↘︎
Strategy
Vision, Purpose, Mission
Values & Behaviors
Feeling & Empathy
Research & Insights
Positioning & Alignment
Naming
Brand Name
Brand Narrative
Naming Systems
Product Naming
Key Messaging
Design
Visual Identity
Verbal Identity
Sound & Motion Design
Typography & Illustration
Brand Guidelines
Activation
Website Design
Brand Campaigns
Packaging Design
Retail & Environmental
Sales Materials
Ready for your brand to spark opportunities for your business?
Take our Brand Assessment below to gain insight into your brand.
Once you have your results, you can schedule a free call with our team.