Cobalt Communications The Art + Science of Understanding

Brand Strategy

Your brand is not something an agency gives you. Nor is it something you buy. Your brand is defined by the relationship you have with your customers, and it’s shaped by the messages you send and the response those messages elicit. An agency can, however, help you clarify — and harmonize — your messages across all channels and across all senses (visual, tactile, auditory) to ensure your audiences clearly differentiate you from your competition. Cobalt Communications offers a full suite of brand strategy services, from naming and positioning to identity design and development.
  • Brand Positioning and Messaging
    For your brand to succeed, it must be unique and distinct in a crowded marketplace. In other words, it must be clearly differentiated from competitive brands so customers will know the benefits you deliver and why they’re worthy of attention. If you don’t proactively assert your brand’s position, the market will do it for you. Cobalt can help you analyze your brand portfolio to assess how your products and services are perceived by external audiences. We can also work with you to craft a compelling positioning statement that will drive new business and take your company to the next level.
  • Naming
    Naming a company in the brand-hungry Internet era is a challenging proposition. Not only does the name have to be descriptive of the offering, it must differentiate the company from the competition. Just as important, it must work as a unique URL without needing additional words or modifiers to secure a domain. Cobalt relies on the creative thinking skills of its writers and designers, as well as naming algorithms, to help brands increase their visibility and potential for growth.
  • Logo Design
    If a brand is a promise, then a logo is the physical embodiment of that promise, a vehicle to communicate — both consciously and unconsciously — the essence of an organization’s reputation. Cobalt has developed logos for companies, products and events, creating defining marks that help smaller brands grow and larger brands thrive.
  • Corporate Identity
    A logo is just the beginning. To fully express your brand, you need a set of graphic assets that allow for consistent application of your visual identity. Those assets include typefaces, colors, illustration, photographic style, even tone of voice for copywriting, packaged together so they can be used flexibly across any medium. Cobalt’s designers will work closely with your internal marketers to craft a corporate identity that supports and amplifies your brand.
  • Brand Guidelines
    Brand guidelines organize and define all key attributes and usability requirements of your brand identity, demonstrating to internal and external stakeholders the fundamental rules regarding your logo, typefaces, color palettes, formatting, and styling. Your guidelines should also include details of your mission statement, business principles and values. Cobalt has deep experience creating brand guidelines at any scale, from two-page overview documents to “brand books” that provide a comprehensive framework of all brand elements.
Open all Close all
Stacks Image 8

BRAND STRATEGY SAMPLES

Stacks Image 92
U.S. Market Access is a mission-critical functional team operating within AstraZeneca. To elevate visibility and to provide a consistent communications platform, the group came to Cobalt for a complete identity package and implementation strategy.
Stacks Image 107
The Pinnacle Awards recognizes a select number of employees at AstraZeneca Pharmaceuticals for the impact they have on the organization. Cobalt created an event logo that acknowledges rising stars among a team of dedicated professionals.
Stacks Image 113
Donnatal, a drug used to treat irritable bowel syndrome, is marketed by Concordia, which focuses on legacy pharmaceutical products and orphan drugs. Cobalt developed the Donnatal identity and a suite of materials to help market the drug in the U.S.
Stacks Image 83
Nilandron, an anti-androgen for the treatment of prostate cancer, is marketed by Concordia, which focuses on legacy pharmaceutical products and orphan drugs. Cobalt developed the Nilandron identity and a suite of materials to help market the drug in the U.S.
Stacks Image 80
AstraZeneca introduced the Acceleration Zone — a creative environment and a strategic meeting methodology — to enable stronger decision-making and spark high-level creative thinking. Cobalt helped launch the Zone to AZ employees.
Stacks Image 77
I’m Determined (IMD), a state-directed project funded by the Virginia Department of Education, focuses on providing direct instruction, models, and skills associated with self-determined behavior. Cobalt provided a significant overhaul of the IMD brand.
Stacks Image 74
I’m Determined (IMD), a state-directed project funded by the Virginia Department of Education, focuses on providing direct instruction, models, and skills associated with self-determined behavior. Cobalt provided a significant overhaul of the IMD brand.