When you were little, did you ever play blocks? I did. My methodology for playing blocks was simple. I had two big barrels of wooden blocks - one barrel had unpainted blocks in big, sturdy shapes, while the other barrel had smaller blocks in various shapes and sizes painted in vibrant, primary colors. Every time I went to play, I would dump both barrels and start sorting. I liked to build neighborhoods. I always used the unpainted blocks for things like roads, building foundations, and skyscrapers, while the colored ones, which were smaller and more whimsical, were used to build houses. Matchbox cars were "the people" living in the "houses."
Those hours of play have shaped my creativity and critical thinking to ensure better outcomes with each build.
Building a brand is like playing with building blocks, and I use the same methodology now as I did then. But now, I am creating a brand instead of a neighborhood. As with a barrel of blocks, the first thing I do is to take the existing assets and "dump them," except this time it's on a Word doc where I can see how they work together -- what looks good, what doesn't fit in. Then I change the colors of the text and sort elements (whether text, images, or colors) into digital piles.
From there, I sit down with multiple computer screens open and a voluminous physical dictionary and thesaurus (because I like analog tools when creating) and start the creative process. You might say that my go-to with every project is using this step-by-step foundational approach or building blocks - but now it's for branding and marketing instead of playtime.
After that, I read through the existing marketing materials to better understand what assets a company has that could change or be adapted accordingly. Reviewing those existing marketing materials, including analysis of their website, social channels, competitive assets, economic strengths, and unique advantages, helps me understand positioning.
My goal is to answer these questions: What works? What doesn't? How can it improve? How can I help them meet their goals of more revenue, brand consistency, higher conversions, and engagement?
This is called the "Initial Research and Discovery Phase."
Once I have my inspiration, I get online and do more research, grabbing images I like as I go and creating mood boards (similar to a Pinterest board) that resonate with the project. Doing it this way helps me formulate my strategy.
I also like words. What words resonate with this brand? I create lists of verbs, adjectives, and nouns that I can use to reflect the brand's voice and tone. My favorite method is using an Excel spreadsheet to identify these words so I can quickly scan, mark them as "used," and put them into different usage columns, helping me determine the best strategy to move forward. Doing this is all behind the scenes and helps me have more immediate success with clients.
I then create multiple drafts and edit accordingly until I feel I have an acceptable first draft that is almost, if not exactly, what the client wants.
Then it's time for "the reveal." This might be an online meeting with stakeholders to gain feedback or simply a submission. Gathering insights and accepting feedback helps me further understand their perspectives and priorities to ensure we communicate and move forward together.
Now, you have the start of a brand. The very foundation that your business needs to be successful. Like the blocks, let's dump those assets and get started!
How do you build brands?
Until next time,
Keverne
Keverne Denahan
Luxury Brand and Marketing Strategist
Fractional CMO
Copyright © Keverne Denahan 2025
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Photo by Markus Spiske: https://www.pexels.com/photo/green-and-brown-wooden-blocks-105855/