Visual branding and design are two of the few remaining areas of communications strategy where many practitioners claim that it is not possible to use research to make decisions.  We disagree.  We have created a research-driven process, complete with qualitative and quantitative aspects, to help our clients develop and choose the perfect visual identity.  
                                      
We approach brand identity research from a multiple angles, and we often work collaboratively with advertising and branding agencies to bring data to the creative process:

	From a strategic perspective, we determine what different brand design possibilities convey about the company.
	From a positioning perspective, we determine which brand identity best differentiates a company to create advantages over its competition.
	From a communications perspective, we determine which branding messages best connect the visual identity with the broader communications plan.
	From an architecture perspective, we determine how the range of a company’s brands work together and relate to the corporate brand.
	From an implementation perspective, we create and test executions to ensure they hit the mark identified by research and creative.
	And when the work is in the field, we use Tracking Plus to determine how to manage the brand on an ongoing basis.

By combining innovative branding research techniques with communications expertise, Penn Schoen Berland ensures that our clients’ identify, image, and offer  – the key building blocks of brand equity –occupy a distinct and valued place for the target customer.