Ciao approaches branding with the belief that in today’s digitally-driven world, brands must recognize their customers as users, not just passive consumers of media. As a result, we extend the traditional brand framework of mission, vision and beliefs to include a brand’s capability: what the brand must enable users to achieve and also the problem the brand solves for people.
We perform classic brand strategy tasks such as consumer research, audience segmentation, competitive analysis, and cultural audits to arrive at a brand’s positioning framework. This work is then translated into actionable marketing and communication strategies, clearly articulating how the overall brand strategy maps to integrated marketing campaigns and initiatives.
Ciao’s branding capabilities include a practice dedicated to the development of brand identities that spans naming, logo design, voice definition, brand guidelines (physical and digital) and enablement platforms, which increase both consistency standards as well as speed to market. For all of this work, we think about a brand as an operating system that must use technology to automate how and where they engage with their target audiences.