Choosing a Branding Company

When choosing a branding company, start with what they have accomplished

Choosing a Branding Company affects your successBranding companies promise to completely understand what your brand means. In the most basic sense, a branding company examines the logic and relationships between the services and products you produce or offer, and help better define the connections between disparate offerings and promises.

We try to clarify the values inherent in everything your brand does. This is an intellectual evaluation of everything you say about your brand and often it requires changes in your brand equities.

What are brand equities?

In a general sense, brand equities are the things your brand owns. Some are visual representations that Brand Equitiesare immediately associated with your brand. For example, when someone sees the silhouette of a hat with mouse ears, they immediately recall the Disney brand. These, like the NIKE Swoosh, are examples of a brand mark and are considered an equity— something the brand owns. Other visual cues can also be equities.

Pepto Bismol PinkFor example, a logo or a word mark is designed to be an equity. A specific color palette may also be an equity (like the pink color of Pepto-Bismol or the blue of Chase Bank) as can a shape (like the unique shape of the Coca-Cola bottle) or packaging (like Air Wick).

The conventional wisdom amongst branding companies Chase features the color blueis to identify something important about the brand and give life to that importance. This is why you see so many brands with a logo or brand mark that looks like what the brand does. This is why we have so many brands that are named after the technology or product (think Duracell and Energizer).

The purpose of all of these created equities is to help the customer or prospect remember the brand by creating associations. Human beings think visually and having something planted in their minds that is associated with a particular brand allows the brand to then place meaning and value in the minds of those they wish to influence.

When Choosing a branding company do they simply adhere to the traditional branding model?
The traditional branding model is about clarity but not importance

While some may do a better job with these tasks than others, most branding companies can point to examples of how they have created a brand by inventing these equities and identifying a distinct color palette. All the brand consultancy needs is a few smart and strategically thinking minds and a design team that makes appealing images.

Why Stealing Share rejects this model

The commercial world today is different then it was just a few years ago. Almost every category is crowded with competitors, so brands find themselves surrounded by strong competition. The customer has many choices and the field of battle is desperate to say the least. It is important to own something but that something needs to be important to the prospects you wish to attract and the customers that you wish to keep.

The Stealing Share Branding Model helps when choosing a branding company
The Stealing Share branding model includes the customer, research, brand anthropology and brand training

We ask more of your brand at Stealing Share than other branding companies. So should you.

The amount of importance your brand occupies is in direct relationship to what your target audience covets. If you want your brand to grow and steal market share from your many competitors then the foundations of the brand equities are going to be found in the beliefs and needs of the people you need to influence— not in the things you make or your company itself.

Persuasive brands find a way to merge the brand value itself with a reflection of the company AND the customer’s highest emotional intensity.

This is not easy to accomplish. It requires all of the parts of standard branding companies (smart strategists and talented designers) but also requires in-house market research and brand anthropologists who study human behavior and find ways to influence it. This rare element in branding science makes everything work together. The strategy, the research, the creative and the brand itself. Suddenly, nothing is the same and the game itself has changed.

So how do YOU choose a branding company?

Focus FroupStart by inviting us in for an hour of your time and we will change everything. Ask more of us because we brand for a purpose. It’s in our name and our brand DNA. Is it in yours? Our clients are aggressive, hungry and looking to grow. Clarity is what you want but purpose is what gets you there.

Brand Training for the Sales Force

brand training for the sales force
The Sales Playbook is an interactive guide

Training Sales on the Brand Message

Branding is not just the province of the marketing department. Everyone in the company carries the brand promise so they must be trained on it. Most importantly, the sales staff plays a tremendous role, especially in a sales-driven company such as those in B2B markets.

It’s for that reason why we at Stealing Share nearly always conduct sales training as part of our branding efforts with clients. For many companies, the sales staff represents the primary message deliverer for the brand. That’s why it’s crucial that those reps represent the brand in the most persuasive and consistent way, and are able to fully understand their prospects more than the competition.
Our sales training is broken down into three parts

The Brand

Personality profiles for Brand training for the sales forceLays out the brand’s promise, how it relates to their own sales discussions and why it is important. (Always based on projectable, quantitative research.) The training will answer the question: Who are your customers when they use your brand?


Based on the research, the personalities in your market will be analyzed because personality plays a significant role in the selection and purchase of all products and services. Each type is distinctive and requires a different approach. Therefore, sales reps are shown cues to which personality type they are meeting and how to craft sales messages specifically tailored to them.

Sales messages

Brand training for the sales force on temperamentsThe development of sales message are built around the brand, adjusted for the products you offer and the personalities you approach. Reps will understand what they should say to open the door, what questions to ask, what words and phrases to use, and what caveats to avoid.

All of the training elements are compiled into a sales playbook that is detailed, but actionable, and gives sales reps expert guidance in practicing the art of stealing share – taking customers from the competition.

The entire focus is to give sales reps scientific advantages over competitors and knowledge of how the brand strategy is more than an empty phrase.

The playbook and training form a roadmap to success, unifying corporate messaging and prompting customers to choose you beyond the table stakes of great service, successful products and low price.


TriVantage Textile Distribution. Customers of TriVantage are awning and marine fabricators and installers who need their orders quickly and without complication. Stealing Share combined the utility of logistics with the feeling of expression to create a brand that inspires and acknowledges.

Powerback Rehabilitation

Powerback Rehabilitation by Genesis HealthCare. The most important thing people want from a rehabilitation facility is to get home as soon as possible. They want their power back, so that’s what Stealing Share named this new offering. Rather than the soft themes used by competitors, Powerback is all about strength and vitality.