Rooted in research, insight, and clear action, MTM Executives FlowWell Branding Strategies build campaigns that flow seamlessly into the hearts and minds of audiences through purpose. Our exclusive, purpose-driven branding process aligns each brand’s unique values with its audience’s unique needs to craft bold, human-centric, and sustainable brand strategies that resonate deeply with customers and teams.
Our FlowWell Method is ideal for business owners who want more than a quick logo and a simple website. Our clients value meaningful branding, integrated systems and organized documentation. We invest time in developing custom, strategic workflows and frameworks to build brands for long-term growth while ensuring teams are supported through that growth.
The 12 Phases of Our FlowWell Branding Method
1. Business Case Development
A brand’s business case defines the problem it aims to solve and why its solution is superior to competitors. It serves as the foundation for building a successful brand in any market.
In this Branding Phase, we may:
- Define the brand’s unique value proposition (UVP) and key differentiators.
- Document how the brand addresses a specific problem or gap in the market.
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2. Brand Vision, Mission and Purpose Statements
A brand’s vision statement guides it toward its long-term goals, while its purpose statement guides day-to-day decisions. The mission statement connects this purpose and vision to the external market.
In this Branding Phase, we may:
- Develop a clear and inspiring brand vision for how you want your company to grow.
- Write a succinct mission statement that explains why your brand exists and how it serves its audience.
3. Brand Values and Principles
The brand’s values are the beliefs that motivate decisions, behavior, and actions, helping to foster connection and trust with audiences. This can be done alongside the previous phase or aligned later.
In this Branding Phase, we may:
- Identify 3-5 core values representing the brand’s identity and culture.
- Ensure these values resonate with the target audience’s expectations and lifestyle.
4. Brand Positioning (Market Research)
Brand positioning helps differentiate your brand in the market by defining its place in the minds of consumers. We identify and analyze your competition and their audience to help define an informed position.
In this Branding Phase, we may:
- Identify competitors and analyze their positioning.
- Clearly articulate the brand’s positioning based on key differentiators and the audience’s needs.
5. Developing Customer Personas
Creating detailed customer personas for a brand provides a deeper understanding of our target audience, ensuring messaging and offerings are tailored to their needs and preferences.
In this Branding Phase, we may:
- Research customer demographics, behaviors, pain points, and motivations.
- Develop detailed profiles representing key segments of your audience.
- Analyze how your brand can address each persona’s needs.
6. Communicating Brand Story
Every brand has a story, and how that story is shared (or not) determines how deeply customers connect. Sharing a brand story that humanizes the brand and establishes a memorable narrative helps build lasting relationships.
In this Branding Phase, we may:
- Identify key moments in a brand’s history that shaped its purpose.
- Craft a compelling story highlighting the brand’s mission, values, and impact.
- Communicate the brand journey in a way that resonates with the audience’s experiences.
7. Brand Identity Development + Design
Brand identities are audio and visual elements like logos, jingles, typography, and imagery that convey a brand’s personality. They help frame the brand experience and enhance recognition.
In this Branding Phase, we may:
- Design or refine elements like voiceovers, colors, and fonts to align with your brand’s personality.
- Develop a style guide to ensure consistency across all touchpoints.
8. Brand Messaging Strategy
A brand messaging strategy focuses on clear, consistent communications that resonate with the target audience. Unlike connecting visually, a brand’s messaging connects with an audience using language.
In this Branding Phase, we may:
- Develop core messaging points that highlight the key benefits and differentiators of the brand.
- Ensure that all messaging speaks directly to the brand personas.
9. Brand Voice and Tone
A brand’s voice and tone provide a style for framing the brand’s messaging to build a deeper connection with the audience. They help define a clear brand character by adding more personality to the brand’s communication.
In this Branding Phase, we may:
- Identify the key characteristics of the brand’s voice (e.g., formal, friendly, authoritative).
- Develop a tone guide for different types of communication (website copy, social media posts, customer service).
10. Brand Experience + Architecture
Brand architecture defines the structure of a brand, sub-brands, and products. Brand experience maps out how customers interact with a brand across all touchpoints, ensuring consistency and connection at every step.
In this Branding Phase, we may:
- Define the brand’s structure (monolithic or pluralistic).
- Map out the customer journey and identify all points of interaction.
- Ensure each touchpoint delivers a consistent and positive experience.
11. Brand Marketing Strategy + Scheduling
A well-rounded brand marketing strategy increases awareness of the brand and builds delightful relationships with a target audience. Turning customers into repeat buyers and brand ambassadors by building customer loyalty and brand advocacy supports long-term growth.
In this Branding Phase, we may:
- Develop a comprehensive marketing plan that includes online, offline, and social media strategies.
- Track performance and adjust the strategy based on results.
12. Brand Monitoring, Adjustment, and Growth
Brand monitoring ensures a brand stays aligned with its goals and continues to evolve. Regular review helps to stay ahead of trends, tech, and market demands while maintaining the brand’s core values and mission.
In this Branding Phase, we may:
- Regularly monitor customer feedback, reviews, and social media mentions.
- Use team and customer feedback to adjust your brand’s strategies.
- Explore new products, services, or opportunities based on customer insights and market trends.