The Braid Method

It’s how we first define, then weave together the "strands" of an organization's brand.

The strands – what an organization wants people to know, do and feel – should always be recognizable. They are typically made up of content an organization has already been trying to put out there, of actions that ensure and measure its success, and a cultural voice and attitude that its own employees create without even realizing it.

These three elements of communication just make more sense if they're properly woven together. The result is authenticity, ownership and a brand that is neither a stranger or a surprise to its own people or the people it is meant to reach.

Connect The Dots

It can be startling how quickly a well-intended path to a creative recommendation can go astray. A creative recommendation dictated down from an outsider's perspective cannot hope to “connect the dots” in a logical or meaningful way. Especially with close-knit organizations.

That's why we capture, shape and share methodically.

Part gathering. Part field study. We collaborate with decision-makers. We observe the physical and online spaces. We interact with staff.  We look for patterns and we curate our findings. Then we can begin to shape and share the organization’s story – that like a single thread – runs through it all. 

Break It Down

It's the small decisions along the way that make this big-picture, “braided” approach, more manageable.  So here are some simple decision-making questions that can help determine if The Braid Method is a good fit for an organization looking to brand or rebrand:

1. Can your employees sum up your organization’s purpose in one or two sentences?
2. Can your management sum up your organization’s personality in one or two words?
3. Does your brand (materials, language, interiors, website) feel disingenuous or dated?
4. Are your staff feeling uneasy in roles that have had to adapt to keep up with the times?
5. Do you fear a traditional advertising agency asking you to change too much, too quickly?

A scaled version of The Braid Method would be appropriate for a more niched campaign or special program if an organization:
- has a seasonal goal or challenge they are ramping up for
- has a new target audience they want to start reaching out to
- has a budget allocated to tackle a specific short-term need

Find out more about us or email: Tara@BraidCreative.com or Kathleen@BraidCreative.com.