DLIGHTSMEDIA is your working engagement hub and here solely to support your working sessions simply and directly. It’s here to support YOUR brand and is not designed as a selling tool. Session, and company proprietary materials will not be found here, so contact us for those, as well as any questions you may have along the way.
If we’ve yet to meet, we look forward to hearing your upcoming brand ideas and exploring strategies to help you realize them. And if you’ve yet to create your brand, not clear what to do or where to begin — you’ve come to the right place, contact us.
We honor questions, and are in awe of the truly great ones. If you have a question for us, from simple to simply amazing, we’d be delighted to hear from you.
Our purpose is to help you understand the meaning your products and services bring to your customers lives, and help you implement a strategy to focus your marketing and sales efforts to support that purpose.
In the past, brand identity, design, marcom, advertising, to name but a few functions, were typically assigned to marketing. Today, they are grouped as subcomponents under the overarching brand strategy, architecture, and stewardship.
Brand creation is strategic — marketing, and marketing functions such as advertising, pr, marketing communications, brand identity (visual or audial identifications such as logo, marketing collateral, tone ID, jingle, etc., etc.) are tactical.
Before marketing can develop customers, before marcom writes a single word, or design creates brand identity images or audial representations, before pr speaks on your behalf, before advertising entices customers to your competitive advantage, before any tactical exercises are performed, all need to have a strategic vision and understanding of the meaning your products and services bring to the lives of your customers. All need to have a shared understanding, and be consistent and committed to a common purpose.
We’ve been happy to have explored strategic brand visions since early 2000, and happy to begin the conversation now with less ambiguity, as now even the big ships are turning with the currents.
WHAT IS A BRANDING?
Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.
Branding is strategic. Marketing is tactical.
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in the mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy.
- prezi – What is a Brand?
WHY WE BELIEVE WHAT WE BELIEVE
leading with your passion and purpose is the only way to shine.
We believe if you’re looking outside the box, for your mojo, you’re looking in the wrong place for the wrong thing. (And if you’re still thinking in terms of, the box, we can help you there too.) Brands, like light sources, work from the inside out. Get that right and they work beautifully, they’re powerful, and they shine.
everything we do, we do from this premise.
We believe great products and great services and great organizations don’t create great brands – inspired people do.
We believe your brand is equivalent to your strategic intent, is an integral part of your business plan, and the coherent link between your purpose, your business strategy, and its deployment day after day after day.
We believe the right lever can lift and inspire people who will in turn advocate on your behalf. We seek to insure that your brand is leveraging your innovations, positively impacting your people, your direction, your profit margin, and creating real value.
HOW WE DO WHAT WE DO
The way we lead with passion and purpose is by applying to your brand the same brilliant design efforts that make your products, services, and organizations great.
We understand your brand is not an afterthought, a nice to have, or something frosted over the top to fix an incongruent mix.
Your brand is your business.
Your business is a brand strategy.
We understand that if it’s not baked into everything you do, you don’t have a clear brand but a collection of business ingredients: products, services, and various: methods of fulfilling customer needs, voices, visuals, landscapes, and most importantly behaviors that may be undermining your core attributes, your relationships, your positions, your current objectives, your agility and responsiveness.
- Is your brand incoherent, erratic, and incompatible — or perhaps overly tight, boorish, and suffocating?
- Is your brand leading as intended? or is it taking you in strange directions? or perhaps not leading — anywhere?
- Can everyone explain your brand in simple terms?
- Who are your brand ambassadors? and are they advocating on your behalf?
Brand is always leading, representing, and communicating whether you intend it or not, like it or not, for good or bad – clearly, incoherently — or not at all.
Employed properly to lead, to align, and to inspire, brand clearly communicates and represents your passion and purpose.
Brand = who you are = what you believe = what you do = who your people are = where you go = how you grow = how you act = how you look = how you sound = and finally, what you say.
We mentor early stage development, but we also verify obstacles between your passions and purpose and your aspirations during your ongoing brand stewardship.
Who you are now <- obstacle -> Who you aspire to be.
Our consultancy is grounded in modern business practices and knowledge of brand evolution, conditions, organizational and business development, and new innovation in brand strategy.
WHO AND WHAT AND WHERE WE ARE
We’re mba/creatives and inspire brand solutions for both corporate and nonprofit clients. We also sit as interim executives with specific timetables and deliverables.
We customize our work to fit YOUR purpose and convenience. Your purpose is foremost in the design and build of our solutions, and determines your engagement, your mentoring sessions, and your workshop events.
We don’t employ general solutions or managers because we’ve never had clients with general concerns. We don’t use our solution to everything workshops. We only have your needs in practice.
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PARTIAL CLIENT LIST:
Apple Computers, Buckingham Corporation, Cisco Systems, Creative Ventures, Inc., Dialogue, Extrapolate, Gupta, Levi Straus & Co., Hewlett Packard, Inc., Informix, Intuit, Silicon Graphics, Inc., Sun Microsystems, Inc.
GEOGRAPHIES TO DATE:
Canada, Japan, France, Germany, Ireland, Singapore, Spain, Switzerland, UK, US