BrandCraft Marketing

Positioning first, then design and marketing

BrandCraft is a branding agency that starts by working out where a company should stand in its market, then expresses that position through strategy, web design and campaigns. The firm says its approach goes beyond design to identify the core challenges a business faces, and it sets out custom strategies to meet them. Its clients include owners who have taken over an established firm and want to put their own mark on it, and founders who need to bring a team back into line with the original mission.

A proprietary method for finding a distinct position

BrandCraft describes its method as a way of uncovering what is true and distinctive about a business, then turning that into promises the company can keep. The agency argues that a brand has to be built from the company itself rather than from category trends, so that the message is one only that business can make. It presents this as the reason its work does not look like the work of competitors.

Web design, hosting and maintenance

The web service covers design for websites designed around search ranking and speed. Clients can also have hosting and ongoing maintenance taken care of, so the site keeps working after launch.

Full-service marketing under one plan

Content, advertising, creative work and branding are run under one plan rather than as separate purchases. The company says this keeps messages consistent, and that it saves clients time and money while producing stronger results. Strategy is judged by how it is carried out, and the team reviews its marketing with real-time analytics and collaboration, changing the approach as results come in.

Tracking results and ad spend

Paid campaigns are set up so that each spend can be measured. BrandCraft says many businesses have tried advertising platforms without a clear view of return, and its aim is to show which activity is producing results. The agency's published articles cover search-friendly website design, how home services companies can stand out in crowded markets, and how a rush to sameness can weaken a brand's identity.