Consumers have become information rich and time poor. The old method of judging products—by comparing features and benefits—no longer works. Today, it's all about trust. If I can trust the brand, I can buy now and worry about it later. The degree of trust I feel about the product, rather than an assessment of it's features and benefits, will determine whether I'll buy from you or a competitor.

Creating trust should be the fundamental goal of any branding project. And trust is the ultimate shortcut to a buying decision. Building trust should be your most important branding strategy.

But, we've found it takes more than strategy to build a brand. It takes strategy, creativity, and community together. The problem is, these three things, in most companies, are separated by wide chasms, and brand messaging that instills trust is lost before it reaches the customer.

We have five key objectives in your branding project. They are as follows:

1. Discover the core value of the brand.
2. Discover the brand architecture.
3. Create a strategy for brand, marketing and measurement.
4. Develop a plan to help you leverage social networks.
5. Create synergy between Management, Marketing and Sales.