1. Everything we do...

2. has
branding
at its
heart
...

3. What is a brand? It’s a complete experience
between product and consumer, customer and company,
client and organization, individual and followers,
citizen and state.

4. When someone says they love a brand,
it’s because they love the entire
experience of their relationship with
that brand.
Good brands inspire loyalty, and bring people together.
They love going to the store, talking to customer service, using their online/mobile technology,
touching and opening their beautiful packaging and using their product, watching their
advertisements and everything else to do with that company. It’s a great experience that brings
comfort, happiness and fulfillment to the consumer and prosperity to the corporation. It also
ultimately gives back to the entire community that surrounds it and its economy.

5. It’s the brand-building process,
a collaboration between
agency (branding experts)
and client.
The process incorporates
communication arts, applied
sciences and technology.
What is
branding?

6. Fastlane’s
brand
building
process
in five steps and
practice areas

7. Integrated
Marketing Fuels
Demand
Positioning defines
the raison
d’etre which
drives design/
creative
01
02
03
04
05
Positioning
Perception
Value
Content
Sales
The design
of a visual/corporate
identity helps
create and drive
perception
Perception
adds
value
Qulity Cotent positions
the brand for
success in the
market

8. in the order they appear
in relation to each
step in the branding
process.
Brand
building
practice
areas

10. Messaging. Value Based Story Telling
Differentiation is a business imperative today, not only in terms of a company’s success, but also for its
continuing survival. Truly understanding how and why you and your business are better than the competition’s
is essential to true business growth. Succinctly and effectively communicating your value proposition to
customers and substantiating your claims will help accelerate sales traction.
01

11. Design. Visual Communications
Design is an investment in innovative thinking, positioning, branding and communication that creates
value for businesses in terms of competitive advantage, customer trust and loyalty as well as market share,
mind share and heart share. In a rapidly changing global and local business environment, design thinking
helps businesses counter the complexity of conditions with creative solutions. In a global economy in
which production gravitates toward the lowest-cost producer, human-centered design provides the competitive
differentiation needed to gain market share. Design is a critical strategic asset that is most effective when
employed early in corporate plans, not as a decorative finality.
02

12. Public Relations
Public relations is a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.
03

13. Social Media
Social media marketing refers to the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually center on efforts to create content that attracts attention and encourages
readers to share it with their social networks. A corporate message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
Social media has become a platform that is easily accessible to anyone with internet access. Increased communi-
cation for organizations fosters brand awareness and often, improved customer service. Additionally, social media
serves as a relatively inexpensive platform for organizations to implement marketing campaigns.
04

14. Marketing
Marketing is communicating the value of a product, service or brand to customers for the purpose of promoting
or selling that product, service or brand. Marketing techniques include choosing target markets through
market analysis and market segmentation, as well as understanding consumer behavior and advertising a product’s
value to customers. From a societal perspective, marketing is the link between a society’s material requirements
and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and
by building long-term relationships. Marketing blends art and applied science (such as behavioral sciences) and
uses information technology.
05

15. T E C H N O L O G Y F I N A N C I A L H E A LT H C A R E
L I F E S C I E N C E S
S P O R T S
E N T E R T A I N M E N T
F A S H I O N
R E T A I L
F O O D
B E V E R A G E
Sample industry experience

16. EST. 2006
855 677 5263
info@fastlane.co
fastlane.co
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