At Character we build all our creative development on a solid strategic foundation. Without a well-defined core brand strategy, even clever communications risk becoming a hit-or-miss expense. At Character we evaluate our work not just on how good it looks or how innovative it is, but on how effectively it solves our client's strategic and business challenges.
To gain the insights that underpin a sound strategic framework, we work first to fully understand our client's brand and all its attributes. Realizing that no one knows their brand better than the client, we work together with the client to articulate their brand vision, as well as their brand values, culture and personality. We then look at their business in the context of its competitive landscape. We analyze relevant market trends, and we define audience requirements and patterns of behavior. If necessary, we supplement existing audience research by conducting our own focus groups and other ethnographic studies.