About
ki.co marketing
Brandishing the Scalpel
Bringing Expertise to the Marketing table
With our previous meditation on the value of a brand we now move the focus of our meditation to expertise.
Begin this mediation by picturing a particularly dicey scenario; the audacity of a physician performing surgery before diagnosing the issue.
Would you allow a surgeon to fish in your body for a problem, to search amongst your organs for the tumor that lies beneath…one of them? The answer is likely (and hopefully) no.
Modern medicine has fortunately surpassed the morbid potential of a surgery without diagnosis.
We bring this scenario to the forefront because we believe it applies directly to issues with modern marketing which we believe has surpassed the point of branding (or surgery) without diagnostics. This situation centers one’s mindset on the importance of the diagnostic process in any field and here at kico, within the marketing field.
See What the Experts Say
We believe expertise is vital across every industry; expertise results in best possible outcomes regardless of services offered. As a society and as entrepreneurs we enshrine expertise and believe it expands not only through experiences but also through concerted research and educational efforts.
Outside of the operating room, experts are vital in repairing cars, in creating our favorite meals, in running political campaigns, in repairing the code that runs the internet.
Obviously, that same expertise is applicable to marketing. Many marketing companies focus on volume, building massive client lists and applying one basic framework to each client regardless of their issues to create impersonal branding products streamlined to maximize profits.
This is surgery without diagnosis — branding and the production of a logo, a color scheme and the brand personality without attention to detail is a disrespect to the client and expertise housed within most marketing business’s staff.
Expertise Applied
Most marketing companies are chock-full of experts — however the modern process of delivering branding within a single framework and skipping the diagnostic step is a waste of expertise and of client resources.
Enshrining expertise begins with ensuring each client has first a diagnosis of brand weaknesses — from there we move forward with deeper knowledge of the brand and deliverable outcomes we can provide for a company’s “diagnosed” issues.
With weaknesses identified, the branding process benefits the client and builds upon expertise strengthening the prescriptions to be written to make for the best possible outcome.
We call this process “brand analysis.” With brand analysis we identify the issues at hand and provide the framework for a branding strategy.
Brandishing the Scalpel
In handing over a brand to an outside marketing company, clients hand over years of work channeled into their business — anything less than a thorough diagnosis or “brand analysis” is a disrespect to those who chose to patron the business.
Therefore, moving forwards we hope to emphasize the importance of allowing marketing experts to brandish the scalpel when it comes to the branding process.
As an expert in your field, we think it is only natural to seek out the same level of expertise for your business’s brand — the public facing aspect of the hours of blood, sweat and tears poured into your entrepreneurial endeavor.
written by
annaclaire Crumpton
Project Manager
Searching through subtleties to find those things which fuel my existentialist existence including (but not limited to) classy design, braised meats, craft beer, and the Rocky Mountains.
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