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Using Audiences to Define a Brand

The desired audience (advocates, participants and prospects) should be at the heart of every decision a brand makes. Our audience-centric approach to planning and branding energizes connections at every point of contact.

Brand Assessment


To move a brand forward, we must first know where it has been and its current state. We conduct a comprehensive audit of the brand and its competitors to uncover audience perceptions and behaviors, define challenges and identify opportunities. The result is more synchronized, relatable communications between brands and their audiences. We call this The Firefly Effect™.

  • Brand and Media Audit
  • Sync Session™
  • Research
  • Audience Personas

Brand Development


The relevant findings that emerge from our Brand Assessment allow us to shape and develop how the brand will live in the world. This is the time to craft the personality and defining properties of the brand. What is its role in society? What tone will it take? And what unique story does it have to tell?

  • Brand Archetype
  • Brand Persona
  • Brand Story

Brand Expression


Audience insights and a distinctive brand story guide us in making sure all of a brand’s touchpoints are in sync. From websites to sales sheets, we consistently form every communication in look, feel and language to optimize the customer experience both offline and online. 

  • Identity & Logo Design
  • Brand Manual
  • Style Guide
  • Branded Interaction Guidelines
  • Language Palette 

Need branding expertise? Talk to us.

High Point

1823 Eastchester Drive
High Point, NC 27265

336.886.1622
Durham

201 West Main Street
Durham, NC 27701

919.307.5270