Perfect

Working with Fighting Goliath was one of the best thing I could have done for my business thus far. I only had to explain, in very few words, what my brand stood for and how I wanted it to appear.

When they presented their concepts and walked me through their thinking it was as if they had somehow gotten into my head. The end result was they had created exactly what I was imagining.

  • Strategy

    The word "brand" gets thrown around quite a bit and means different things to different people. We believe your brand is more than a cleverly designed graphic that gets printed on business cards, brochures and published on your web site. Your company's brand is an outward expression that personifies your company or product's personality, core beliefs, and promise of value. Understanding those traits leads to the foundational strategy that helps guide our creative efforts and ensure consistency. At Fighting Goliath, we separate the brand strategy into two over-arching categories – Brand Image and Brand Identity.

  • Image

    We work under the idea that your brand image is the same thing as your personal image – albeit from a business-side of the world. Like your personal image, your brand image is the perception that everyone else has of you based on their assumptions and experiences. In order to build an effective brand strategy, we must first understand your brand's image; that is, understand what everyone who isn't you thinks of you and your product or service. When combined with what we know about your brand identity, we can quickly begin to see where things line up and where there's work to be done to get them aligned.

  • Identity

    Using the same theory as that of your brand image, your brand identity (like your personal identity) is who you are as a business or product, what you stand for, your values and beliefs, your motivations, and even your weaknesses. Key to the success of any brand strategy is our ability to understand your identity and compare that against what we learn about your image. If you think your business stands for superior quality and customer experience (your identity), but your customers see you as having mediocre quality and sub-par customer service (your image), then we know where a brand re-alignment needs to focus.