We’ve all wondered who we are, exactly, at some point. That great existential introspection can be terrifying or exhilarating. Or, maybe both? Regardless, that monumental personal discovery can create understanding, facilitate empathy, inspire connections and fuel change.
It’s heavy. Who we are is pretty much our everything.
Same goes for brands.
It’s foolish to launch marketing efforts, create digital campaigns, and develop logos and taglines and websites if you have no idea who you really are. And you’d be surprised at how many businesses don’t know who they are. It’s startling, actually.
You have to understand yourself first, inside and out. Or, it’s all a waste. We’ve seen the aftermath. And it’s not pretty.
This is what WHYFOR’s Anatomy Profiles accomplish. Part of the H.A.L.O. business system, WHYFOR’s Anatomy Profiles ask all the questions. And by all, we mean every last one.
What makes a brand tick? How does it feel? What would it say? Would it wear tie-dye or cuff links? Cream or sugar, bagels or donuts? All the most important things, from the hard-hitting to the warm-and-fuzzy.
We ask, because we string the answers together to build an organizational gene code. Yeah, our Anatomy Profiles is basically DNA research for brands. It’s actually a science, we just don’t wear lab coats — because despite how serious we are, even we know that would be a bit much.
The work we put into the intensive lab workshop spits out a customized brand recipe, a brand anatomy that acts as a foundation for its larger personality, intentions and direction. It informs the strategic approach towards its audiences and delineates the avenues it will use to reach them.
WHYFOR refers to these elements — anatomy, audiences and avenues — as the 3As. They’re a big deal. And as we said before, they all start with anatomy — knowing what you’re made of.
Brand anatomy uncovers voice and tone, establishing an appropriate feel when delivering messaging, be it in an email, on social media or embedded in ads and collateral. It’s how a brand speaks. It’s what it sounds like.
Is it authoritative? Is it a jokester? Is it educational, empathetic or empowering?
Beyond voice, it also develops a strategy statement, identifies values and sets brand standards for imagery and style, specifying colors and fonts and building a compass of organizational integrity.
WHYFOR’s Anatomy Profiles are vital, basically. And although the profiles unearth a substantial volume of critical intel on a brand, they’re only one step — the first step in the process.
Because finding out who you are is big. But, finding out how to flex, how to use your superpowers, that’s the next step.
To learn more about WHYFOR’s Anatomy Profiles or its H.A.L.O. business system, reach out. We’d love to fill you in.
We recently talked about shoes, a collector’s item for our owner who prefers custom Nikes, sees them as a tribute to WHYFOR and loves them for all their nostalgia. And for a minute, we had to be reminded what shoes actually were — those relics of wardrobe that now feel so foreign.
Because, for the past few months, we’ve been barefoot. A lot. You have, too. Don’t even lie — we know sneaker sales are down 75 percent.
Like most of the country, a reported 88 percent of it, we went remote in response to the COVID-19 pandemic, moving our workspaces from our desks at our office to our own kitchen tables and our own, breezy back patios — back when nice weather was still a thing here.
And then we just kept going.
We kept going so hard we launched three new websites for two clients a week apart. Because, that’s what we said we’d do, pandemic or not. And to be clear, we went “hard” in a “we’re in a zone” way, not in a “we’re slaves to our jobs” way.
That’s not our thing.
It totally could have backfired. Creating websites in a shared space is hard enough, let alone doing it across a dozen or so different households. Moving everyone home, including team members who had only recently joined WHYFOR in the days and weeks before the pandemic, forced us into a new, who-needs-shoes routine. And, it didn’t backfire.
With WiFi, laptops, Zoom meetings, Slack chats, patience, humility and creativity, we ushered projects to the finish line, bringing new life and functionality to the online home for a trio of brands that trusted our ability to shepherd their organizational missions — the anatomy of who they are — to their audiences.
And then we exhaled, for just a minute, before teeing up new projects, from COVID-related crisis response to lead generation campaigns to additional website design.
It’s just how we do things, wherever we are.
Now, Pine Canyon, a luxury golf community in Flagstaff, more accurately appears as the refuge it is, tucked among pines with unbeatable views of the San Francisco Peaks.
And the spirit of Talking Rock, a rustic retreat in Prescott, shines through, illustrating the energy that comes with vast, high-desert open space and the freedom owners are afforded to build a distinct western getaway.
For Springboard Healthcare, we synthesized their critical strengths, fusing their ability to build meaningful relationships in the medical field and their commitment to continued education.
Remote work works for us, and for the people who want us to work for them. This whole barefoot thing works, too. It might be a secret ingredient. Or, even a superpower.