“There was no uniformity in what I presented. This was no good for streamlining. I was spending too much time with this approach. I can now delegate this to my assistant. The uniform look has made my work more efficient and my company has a consistent brand look.” ~ José García, President Cabéza Advertising
Cabéza Advertising Saves Time and Gains Clarity through a Brand Refresh
“Image-wise, my company has to look sharp, cutting-edge–it’s highly visible. The work is sharp, presentable, uniform. I would say my life is easier. Streamlining, able to delegate–let go of it–one of the most difficult challenges for me. When you start a business, you do everything yourself.” ~ José García, President Cabéza Advertising
José García was tired of developing a new message for every presentation and every pitch he made. Talking with one of my former clients one day, he learned that he could save time and money by investing in his brand positioning and his brand messaging. We had a meeting, and Dawn Weathersbee Marketing was hired to take Cabéza Advertising through a rebrand.
A rebrand meant assessing the Cabéza brand’s values, gaining a deeper understanding of the brand’s customers, and figuring out the agency’s unique value proposition for the best positioning. It also meant refreshing the brand’s visual identity.
Cabéza Advertising also needed a streamlined process for creating pitches and a structure for demonstrating their impact on their customer’s success.
First, we prioritized the brand’s position in the market. By interviewing Cabéza’s best clients, people who worked laterally with the brand, and the brand’s labor force, we began to get a clear picture of what the brand already represented across the community of all key players in the advertising game: both broadcast and digital.
The next step in positioning the Cabéza brand was to look at the competition. We analyzed the digital presence of other advertising agencies in the area, both big and small. By defining the competitions’ brand archetypes, examining their offerings and brand promises, and noting their visual identity characteristics, we were able to see where there were holes in the market that Cabéza could fill.
“Her curiosity is her strongest skill. What spins off of that is her ability to dive into your business to find out what is an ideal customer for you, and how to speak to those different levels of customers. She identified three different customers for me, and what my messaging should be. That brings a lot of clarity to my messaging.” ~ José García, President Cabéza Advertising
After positioning Cabéza Advertising, we developed the brand’s core messages and brand values. We built three strong personas that needed the brand’s services, wrote the key messages that they needed to hear to choose Cabéza, and listed their problems and limitations.
Once the positioning and messaging were developed, we were ready to update the brand’s visual identity. We also were ready to create brand collateral that would work for the brand and keep the message cohesive.
“Customers have said it is very easy to understand. One customer said that they had two other online marketing agencies present and this was by far the best they’ve seen. Another prospect has said the gear presentation is a great illustration of our work.” ~ José García, President Cabéza Advertising
Cabéza’s logo was refreshed with a color update and an updated layout. We developed a graphic that allowed his team to easily explain and pitch their services, and we created a pitch deck and a reporting deck that offered data visualization and brand storytelling to make Cabéza’s clients understand both the impact of the agency’s work, and see their own success as associated with the agency’s work for them.
“My sales person is a whiz at PowerPoint and he loves the way that the company looks with these presentations. He came from a larger agency and he feels that these pitch and report decks are better than what he was using at a large agency.” ~ José García, President Cabéza Advertising
As Cabéza Advertising grows, they are able to integrate the tools we developed for them to streamline operations and create deeper trust for the Cabéza Advertising brand. We’re proud of our work that has improved the branding and assisited sales for Cabéza Advertising.