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November 15, 2022 // Kassandra Rodriguez  //       //  Opinion

Crafting a brand from research to strategy to planning

Do you remember crafting as a kid? Something about November makes me reminisce about arts and crafts. It could be because I grew up in a desert environment where the only autumn leaves were made out of construction paper and decorated the halls of my school. Crafting was like a sport to me, so getting involved in the decorating process was something I looked forward to.

Whether I cut leaves, made pumpkins or even decorated a hand turkey, my masterpiece required some research (what materials are available?), strategizing (how can my materials work best together?), and a solid plan (what should I do first, second, and last?). Before I began answering these questions, one thing was clear – I needed good glue.

Quality glue executes a masterpiece seamlessly! For some of us, the generic store-bought glue was not enough and custom adhesives (like the engrudo mom and I made) were necessary. I learned quickly to put that extra effort into the glue to ensure my research, strategy and planning were not in vain.

I like to view our proprietary framework V.I.T.A.L. as the custom glue that crafts brands together. The way I see it, creating a brand is much like crafting since they both require research, strategy and planning. The Brand and Engagement Strategy Team here at Allison+Partners, we partner with brands with big hand-turkey visions and V.I.T.A.L. helps us execute seamlessly. 

Much like the engrudo mom and I made, V.I.T.A.L. has custom brand ingredients that keep the company’s identity aligned directly and clearly. Vision, Inspiration, Trust, Alignment and Leadership is a human-centered framework designed to measurably join-up market research, brand strategy and go-to-market activity around customer needs. 

V.I.T.A.L. is the adhesive that prevents brands from having a hand turkey with dripping glitter or feathers hanging by a thread. With the Brand and Engagement Strategy Team and V.I.T.A.L., brands reimagine their purpose, values, voice and identity and can trust that no detail is overlooked. We use this framework to solidify all brand elements and lead all internal and external communication initiatives. From creating company brand guidelines to creative briefs we can count on V.I.T.A.L. to keep brands looking, sounding and feeling good.

If you plan to display your hand turkey this season, don’t use a gluestick – use V.I.T.A.L. 

Learn more about our Brand + Engagement Strategy:

Kassandra Rodriguez is a strategist in the Brand and Engagement Strategy Team. She joined Allison+Partners with more than four years of brand management, content strategy and sales experience and uses her expertise to build strong communication and brand identities for clients.

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