WANT

BACKGROUND

Please describe your company and your position there.

I’m the co-founder of a live video broadcasting application. The app allows you to monetize your fanbase through fun animations, tips, and other features.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We hired WANT Branding to reposition and rename our mobile application. Our current name and branding were preventing us from reaching a wider range of users and no longer reflected the direction of our business model.

What were your goals for this project?

Our goal was to create an identity that reflected our more expansive community. We wanted to position ourselves to appeal to many different genres and user bases without losing our connections to television in general.

SOLUTION

How did you select this vendor?

My partner and I searched for branding firms on Google and reviewed the websites of about a dozen companies. When we looked at reviews on Clutch, WANT Branding had a strong focus on naming and brand positioning. With ample experience in our industry, it was a no-brainer.

Describe the scope of their work in detail.

First, we provided background documents and engaged in several meetings. We showed them how the app began, how it grew, and where we were looking to take it. Then, they walked us through their proprietary mode and we brainstormed positioning ideas. They presented us with name candidates at the very first meeting, which was surprising but appreciated because it showed us which names we were drawn to and which names we wanted to stay away from. They continued to show us a new batch of names every week or so.

Parallel to the naming process, WANT began drafting a brand manifesto that perfectly captured the ideals we stand for. They went through a few revisions based on our feedback, and the final draft encapsulated who we are as a company. They also came up with a tagline.

What was the team composition?

We worked directly with Jonathan (Managing Director, WANT Branding), as well as Bruno (Senior Director, WANT Branding) and Celeste (Brand Consultant, WANT Branding).

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We haven't launched the new name yet, but we love the one we chose. The brand manifesto has also received a promising reception.

How effective was the workflow between your team and theirs?

WANT was responsive and efficient in all communications and available when we needed them. They took our feedback either verbally or in writing, and we had many productive in-person meetings. Their work process was simple and effective. We particularly enjoyed how they explained best practices and advised us on what would and wouldn’t work well for household brands.

What did you find most impressive about this company?

WANT may not offer every marketing service someone is looking for, but they excel at what they do. They have a thorough knowledge of branding and naming, so you can trust they know what they’re talking about.

Are there any areas for improvement?

There is always room for improvement, and it takes time to get comfortable with a new team, but there's nothing that should have been done differently. The start would have been smoother if we were clearer about the direction we were taking our company, but they understood our needs and strategies quickly. We wouldn't hesitate to work with them again.

BACKGROUND

Introduce your business and what you do there.

I’m the co-founder and CEO of platform geared toward helping those with illnesses in the healthcare system.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were struggling to create a name for our company. After unsuccessful attempts with other vendors and our in-house resources, we decided to hire WANT Branding for support.

SOLUTION

What was the scope of their involvement?

The project began with WANT Branding learning our needs and goals. From there, they proposed several options for us to choose from. After we selected a name, we had their team work with us on other branding elements. They created our logo and tagline that aligned with the name they produced.

What is the team composition?

Jonathan (Managing Director, WANT Branding), and creative director worked with us on the project.

How did you come to work with WANT Branding?

I used my connections from working in the advertising industry to find highly recommended vendors for the project. I followed a referral from someone with marketing expertise and reached out to WANT Branding.

How much have you invested with them?

We spent between $20,000–$30,000 on the project.

What is the status of this engagement?

We worked together for a few months in 2016.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve felt the impact of their work internally. Having a name we’re proud of that matches our core values has made our team more confident. Since our name, logo, and tagline convey our messaging effectively, we’re able to allocate our efforts elsewhere within the business. We’re satisfied with their services and feel that it was money well spent.

How did WANT Branding perform from a project management standpoint?

We had no issues communicating with their team. We primarily used email and phone to discuss the creatives and receive any updates. Though we didn’t have a strict structure for check-ins, we were involved in their progress.

What did you find most impressive about them?

They were skilled in presenting a range of quality, relevant options without overwhelming us. They struck a good balance during the decision-making process and helped us choose efficiently.

Are there any areas they could improve?

There’s no negative feedback I can think of.

Do you have any advice for potential customers?

Identifying what you don’t know and need help with is important when picking the right agency to work with.

BACKGROUND

Introduce your business and what you do there.

I’m a partner at a consulting firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We’ve hired WANT Branding for several projects. For a recent engagement, we needed them to develop a name for one of our financial services clients.

SOLUTION

What was the scope of their involvement?

We created a naming brief with our client and provided it to WANT Branding. Once they gained an understanding of the requirements, they began brainstorming names that related to the attributes and messages in the brief. After our client reviewed the first set of names, WANT Branding took their feedback, and we went through two more rounds with relevant options. They also produced additional names for our final presentation to executives, in which the final selection was approved.

What is the team composition?

The project is a whole team effort and involved several individuals from WANT Branding. They provided 3–4 who worked with us daily, and 2–3 teammates during our calls.

How did you come to work with WANT Branding?

One of my colleagues was pleased with their experiences working with WANT Branding and recommended them. We've continued using them because we’ve built a strong relationship between our companies because they deliver strong work.

How much have you invested with them?

For this engagement, we spent around $25,000.

What is the status of this engagement?

This project ran from November 2018–February 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The client was delighted with the work produced by WANT Branding and felt confident attaching it to their overall marketing efforts. For us, pleasing our customer is the ultimate success metric and their team helped us achieve that. Everything went according to plan and the work they delivered fulfilled our client’s needs.

How did WANT Branding perform from a project management standpoint?

They were available and easy to communicate with. Their team hit all of our deadlines and worked well with the series of milestones we gave them. We went through multiple rounds with WANT Branding, and they kept up with all our needs throughout.

What did you find most impressive about them?

Their level of responsiveness and flexibility helped make our project successful. Whenever we needed something tweaked or added, WANT Branding was more than willing to do it for us. Their ability to work within our timeframe was also valuable.

Are there any areas they could improve?

Although nothing is perfect, they’ve done a great job, and there’s nothing we could ask them to do better.

Do you have any advice for potential customers?

Feel free to share what you do and don’t like about the work they produce. Once you express your thoughts, they can create deliverables that match your needs.

BACKGROUND

Introduce your business and what you do there.

Our organization includes three television stations in New England. I'm the vice president of marketing and branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were trying to find a brand voice for each of our three stations. We wanted a team to help us define the personalities of each.

SOLUTION

What was the scope of their involvement?

They assessed our current position, which included what we put on the air, our promotion, and our marketing. They did some survey work and conducted an audit of the three stations and the competitive landscape that we work with. Once that was completed, they presented a summary of all their findings, and we began cultivating the voice of each station. We had a one-day seminar, which included all our stakeholders. We gave them feedback and went through a day of exercises to help us polish our brand promises and tone.

We already have our logo and branding materials, so the scope was fairly specific. The most important contribution was a detailed summary of the identity of each station. That helped us decide how to write copy and market each of our holdings.

What is the team composition?

We worked with a team of about three people.

How did you come to work with WANT Branding?

They were referred by a company I worked with previously.

How much have you invested with them?

We spent just under $100,000.

What is the status of this engagement?

We started at the end of 2017 and ran through the summer of 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We had a successful campaign at the end of last year. We can attribute that success directly to the groundwork they set. I wouldn't have seen all the challenges we faced without their assistance, and their contributions were instrumental to our marketing.

How did WANT Branding perform from a project management standpoint?

They were always on top of things and got back to us. They provided us with schedules and completed everything on time. We usually communicated via phone and occasionally through Skype.

What did you find most impressive about them?

Other firms like theirs often want to make sweeping changes without explaining the groundwork. They explained their market research thoroughly and pointed out niches where we could fit within that landscape. Their research and analysis were much better than other agencies.

Are there any areas they could improve?

They did everything I expected and did it well.

Do you have any advice for potential customers?

Have a good sense of what you hope to solve. If you have clear goals, they'll be very effective and efficient. Show them your assets and your market and the process will run smoothly.

BACKGROUND

Introduce your business and what you do there.

I’m a director at a golf association.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We hired WANT Branding to create a name for a cloud-based service we’re trying to launch.

SOLUTION

What was the scope of their involvement?

We described the tool and some parameters. Using WANT Branding’s techniques about different types of names, we chose several from each category before submitting to our leadership team for final approval.

What is the team composition?

We worked with two of their team members.

How did you come to work with WANT Branding?

Our marketing director provided a bunch of names as we were contemplating the brand for this product. After researching and several conversations with a few companies, we decided that WANT Branding would be our choice.

How much have you invested with them?

We spent between $20,000–$30,000.

What is the status of this engagement?

We worked with WANT Branding between June–August 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Feedback internally has been positive. WANT Branding delivered a name we love. As soon as we clear a few hurdles for the product’s launch, we will be employing the name we chose.

How did WANT Branding perform from a project management standpoint?

WANT Branding stuck to the schedule. During the summer, it’s hard for our internal group to meet because of championships. But through calls and in-person visits, we were able to get a consensus and make decisions based on that.

What did you find most impressive about them?

I appreciated the breadth of choices we were afforded in various categories. This was one of our first forays into naming a technological product, so it was nice to get an idea of the landscape before journeying ahead. We had the luxury of choosing from descriptive and inventive names.

Are there any areas they could improve?

No, I don’t think so. We enjoyed our experience with them, which resulted in a name we liked.

Do you have any advice for potential customers?

Customers should research beforehand to get a better idea of what they want. The process can be overwhelming but in a good way. If you have an idea of what you want, you can steer and provide more direction for their work.

BACKGROUND

Please describe your company and your position there.

I’m the founder of a yacht design and management firm.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We needed to hire an external resource to help with the name selection of a sophisticated new yacht brand.

What were your goals for this project?

We wanted to find a brand name that spoke to the founding members’ inspiration and also delivered a strong message to the marketplace that this was no ordinary yacht.

SOLUTION

How did you select this vendor?

We had a personal relationship with their founder, which made us comfortable with the process. We also have high respect for their body of work.

Describe the scope of their work in detail.

WANT Branding provided the overall branding scope, handling interviews, name selection, and font ideas processes.

What was the team composition?

We were pleased to only deal with one teammate from start to finish.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The name they came up with received instant recognition from a crowded marketplace that caters to very demanding and wealthy clients.

How effective was the workflow between your team and theirs?

Project management was quite simple. Our company uses Slack as a communication tool, and their team adopted it immediately.

What did you find most impressive about this company?

The solution process was excellent. They helped us understand that there’s so much more to naming beyond the thesaurus. They showed us that it’s possible to create words that have instant meaning without being so direct.

Are there any areas for improvement?

I’d like to see them improve their accessibility so we can use them for more projects. In reality, it’s likely that doing the job properly requires an in-depth review that’s impossible to scale without losing quality.

BACKGROUND

Please describe your company and your position there.

We are The Alonso Brothers, a piano duo based in New York City. We perform around the world playing classical and Cuban music on two pianos with symphony orchestras.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We hired WANT for strategic guidance on building and positioning our brand. 

What were your goals for this project?

We wanted to create a company brand that reflected the aesthetics of the music we perform. We also wanted to establish an online presence at the highest possible level with a well-designed website and targeted email campaigns. Finally, we also hoped to generate compelling titles for our recording projects, music festivals, and musical productions.

SOLUTION

How did you select this vendor?

A colleague recommended them.

Describe the scope of their work in detail.

I spoke directly with WANT’s president, who was open to our ideas and receptive to our goals from the beginning. Together with his team, he listened to a series of recordings we had sent him to get better acquainted with our music. They then conducted a few brainstorming sessions and conference calls among themselves that resulted in a number of highly successful brand suggestions and ideas for website design and concert promotional materials.

WANT Branding continues to serve as our ongoing brand consultants, assisting with projects such as designing and developing a music website for our company and artists; designing a template for our Mailchimp campaigns; designing flyers and posters for upcoming concerts, festivals, and productions; and produce titles for upcoming albums.

What was the team composition?

We work with the company president and various members of his team. 

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are more than satisfied with the collaboration. Our website is beautifully designed and easy to navigate, which makes it appealing to both our followers and our regular presenters. The design for our concert flyers has been used by several venues, often selected over their own in-house marketing ides. Naming our upcoming album has enabled us to secure sponsorship and distribution from a major record label. 

How effective was the workflow between your team and theirs?

Since we have a standing engagement with them, we meet periodically to discuss our projects and upcoming events.

What did you find most impressive about this company?

They are incredibly versatile. Not only do they have the innate capacity to understand our personal needs and our company's ethos, but they are able to use that information to produce a perfect representation of who we are through a brand, website design, or an album title.

Are there any areas for improvement?

No, we could not be happier.

BACKGROUND

Please describe your company and your position there.

I'm the VP of strategic communication for a business aviation company. We're one of the leading suppliers of corporate and private aviation support for individuals and organizations.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire WANT Branding?

We were developing a flight crew staffing app, and hired WANT Branding to help us create the preliminary brand and marketing strategy.

What were your goals for this project?

We needed to develop a world-class brand and a unique identity for our app, setting it apart competitors and reflecting the sophistication and quality of our offering.

SOLUTION

How did you select this vendor?

We did preliminary research online to find a pool of highly regarded branding agencies in New York City. After establishing that pool, we met with five agencies for interviews. We felt that WANT Branding would best deliver our specific objectives.

Describe the scope of their work in detail.

WANT Branding developed the name and logo for our app, established a brand identity, and created a preliminary marketing strategy.

What was the team composition?

I worked directly with their managing director and lead designer.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Although our app hasn't launched yet, we're confident that their work will give us a distinctive, compelling brand identity that will capture the attention of the industry.

How effective was the workflow between your team and theirs?

The workflow was fantastic. Our initial instincts were correct: we enjoyed working with their team, and they gave us the personal attention and dedication we wanted.

What did you find most impressive about this company?

More than anything else, I was impressed by the intelligence of everyone involved. They weren't interested in superficial solutions that didn't hold up to scrutiny or achieve our objectives. They were smart, thoughtful, dedicated professionals.The team knew what they were doing and genuinely listened to our needs. They answered those needs with smart, creative work.

Are there any areas for improvement?

Their communication and responsiveness dropped off toward the end of the project, after the bulk of the work was done. I would have liked to see more consistency.

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing at NetAlly.  We design and manufacture handheld test equipment for testing computer networks. Our target customers are network engineers or network technicians, and we sell to enterprises, educational institutions, and municipalities.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We were in the process of breaking off from a larger company. We were a small business unit within that company and while we were selling to very similar customers, our product portfolio was radically different from that of our parent company. Once we became a standalone business, we wanted to concentrate on our target customer and the messaging that would work best for our market segment. We needed a vendor to help us create a new brand.

SOLUTION

What was the scope of their involvement?

First, WANT Branding gave us a questionnaire to learn about our preferences. Then, they created a logo and helped us develop a brand identity. They built an identity guide for us, which includes the look and feel of our brand and templates that we can use for our collateral, our website, business cards, and other literature. The identity guide also specifies the rules on how to deploy the brand and properly use branding color schemes and fonts. They've also helped us with the brand rollout.

What is the team composition?

We mostly worked with Bruno (Senior Director, WANT Branding) and Jonathan (Managing Director, WANT Branding).

How did you come to work with WANT Branding?

We were looking for agencies in the greater Denver area that focused on branding. We were considering five other vendors, but we liked the fact that WANT Branding had experience with tech companies. We also liked the examples of their past work, so we chose them.

How much have you invested with them?

We spent about $25,000.

What is the status of this engagement?

We worked with them from October 2018–January 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We go to market through our global channel partners, so the identity guide is essential for us– we can give it to our channel partners so that they present our brand in the correct way. WANT Branding established a very good process, which limited the number of iterations we had to go through and gave us the desired outcome quickly. We'd definitely work with them again.

How did WANT Branding perform from a project management standpoint?

I was impressed with their responsiveness and flexibility. 

What did you find most impressive about them?

They do high-quality work and have extensive experience in technology. Also, they were easy to work with, so it was an enjoyable process.

Are there any areas they could improve?

I can't think of anything. I was pleased with the process and the result.

Do you have any advice for potential customers?

They combine a large-agency experience and talent with a small-agency attention they give to their clients.  

BACKGROUND

Introduce your business and what you do there.

I'm a director of marketing at a company that produces innovative sanitizing devices.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with WANT Branding?

We wanted to strongly define our brand and messaging, so we were looking for a company to help us.

SOLUTION

What was the scope of their involvement?

First, they spent a lot of time learning all the details about our product and what we were trying to achieve. Then, they started working on our brand definition and brand manifesto. They've also helped us with brand messaging and naming.

What is the team composition?

We mostly work with Jonathan (Managing Director, WANT Branding) and Bob (Strategic Director, WANT Branding).

How did you come to work with WANT Branding?

We liked their portfolio. Also, they understood how to build a successful brand and had experience in the pharmaceutical and health industry, so we chose them.

How much have you invested with them?

We’ve spent under $100,000.

What is the status of this engagement?

We started working with them this year and the relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We're very happy with the results. Both Jonathan and Bob are very professional and knowledgeable about branding. They know what they need in order to make the project a success and they're persistent in getting it. Also, they're pleasant to work with.

How did WANT Branding perform from a project management standpoint?

They've met all of our deadlines and made sure we stayed on track with the project.

What did you find most impressive about them?

They went above and beyond to gain an in-depth understanding of who we are as a company. That made a huge difference and set the project up for success.

Are there any areas they could improve?

Overall, we are very happy with WANT Branding and will continue to work with them on future projects.