Branding for Leadership

Retool Lab is a collaborative of brand and communication experts who help connect the dots between your audience, your brand, and your purpose.

We provide strategic brand communications and creative services structured around your priorities, to deliver a singular, powerful outcome: an engaging and relevant brand that sets your organization apart and on a path to leadership.

 
 
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It’s a Brave New World.

The script has been rewritten, and many organizations feel challenged to face today’s unprecedented disruptions. Uncertainties about the future are exacerbating anxious feelings, and many wonder if things will ever get back to the way they were.

But “getting back” is not the most productive strategy. Retooling your brand communications to thrive forward, toward new and bigger opportunities, is.

The Future Ain’t What It Used To Be.

Maybe that’s not such a bad thing. Many organizations are operating with models that may no longer be effective. The imperative calls for expanding your brand’s reach and impact beyond where it is today.

Expanding one’s digital platform and access may be part of the answer, but in their rush to develop engaging content and more immersive online experiences, many organizations miss the necessity to redefine their own purpose.

 

Striving For Differentiation, Meaning, and Relevance.

Every organization, regardless of size, provenance or means, deserves to be well-branded, strategically, creatively, and affordably.

We diligently balance market factors, purpose and organizational competencies as the co-foundation of your brand communications program, to generate trust, build relationships and ensure the connection between brand and purpose is made clear to your audiences.

Beyond engaging content and digital experiences, Retool Lab helps organizations rethink their strategy, retell their story, and retool their brand.

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Develop the tools you need to thrive forward.

With Retool Lab, everything begins with a conversation, and not with an expansive (or expensive) and overblown process.

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Our Services


Optimization | Your Brand, Only Better

A new narrative reframed around a renewed purpose and promise; casting a fresh light on the value and relevance of your products and services. Leverage existing visual, verbal, and market equity assets, redefine your market, brand positioning, value proposition, and promise.

 
  • Primary and Secondary Research

  • Customer / Audience Personas

  • Strategy and Positioning Shift

  • Business Modelling

  • Go-To-Market Strategy and Planning

  • Tone-of-Voice Alteration

  • Brand Narrative

  • Values Alignment

  • Brand Governance

  • Communication and Messaging Strategy

  • Visual Language Update

  • Portfolio Architecture / Rationalization

 
 
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Invention | Refresh or Start Fresh  

A unique and powerful brand identity as a clear expression of your values and promise to your key audiences. A distinctive visual style based on a unique personality, or even on a new name. An identity that helps your brand reach its goals, and is simple for your team to implement. 

 
  • Brand Identity Audit 

  • Brand Strategy and Positioning

  • Messaging Strategy

  • Brand Naming

  • Brand Identity Signature (Logo) 

  • Visual Identity and Design System

  • Brand and Visual Identity Usage Guidelines

  • Tagline Generation

  • Brand Language/Verbal Branding

  • Web, UI/UX and Digital Design 

  • Employer / Employee Branding and Engagement

  • Validation Research

  • Brand Launch and Communications

 

Activation | Putting your Brand to Work

Spread your message, tell your story, manage your reputation, cultivate relationships and create a strong impression in the marketplace. We use our wide breadth of expertise to help you get business results by putting your brand to work in the market. 

 
  • Comms Strategy and Planning

  • Brand Messaging

  • Engagement Strategies

  • Social Media Strategy

  • Inbound Marketing and Content

  • Print, Digital and Motion Graphics

  • Advertising, PR and Marketing Support

  • Signage and Branded Environment

  • Packaging and Display

  • Brand Governance Guidelines

  • Systems and Assets Production Management

  • Employee Brand Coaching 

 
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Leadership | Engage with Unique Ideas

People trust leaders. A brand rooted in leading ideas is the catalyst for success. Use your unique knowledge and ideas to engage with audiences far and wide with an arsenal of tools to keep them interested in your work and in supporting you. Carve out your leadership space and build a brand that says leadership.

 
  • Organizational Knowledge and Content Audit

  • Competitive Knowledge Audit and Analysis

  • Audience Definition / Persona Research

  • Workshop Content Ideas

  • Leadership Manifesto / Organizational Purpose

  • Ownable Leadership Branding Space and Scenarios

  • Expertise and Staffing / Resourcing Requirements

  • Operations, Communications and Culture Alignment

  • Brand Building Strategies and Planning

  • Content Execution and Program Management

 

Select current, recent, and past organizations, members of our team have serviced