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A brand’s personality is a combination of so many specific facets, folded together proportionally like a fine recipe to create a complete whole. It is at once both simple and clear and rich, authentic, expansive and creative.
Do consumers know who you are? Really know you? And do you know them? It can be tempting to think of them as people who buy things. But that demeans them, turning them into the equivalent of one night stands.
It’s only when they know and trust you and you know and trust them -- and you want to know each other better --- that enduring relationships can evolve.
But first, you must know yourself.
Sassafras begins by exploring the brand’s anthropology, understanding a bringing to life the origins and the physical and social development of both it and its consumers.
How has it been shaped by its heritage? How is it perceived by its consumers? How does it fit into the cultural landscape? How can it most creatively shape itself while still being true to its values to interact with its audiences?
We deliver a story which includes conclusions and recommendations.
With this story in hand, understanding develops. Internal teams as well as third party agencies feel involved and empowered to develop and inform successful brand communications activity at all levels.
We live in a world of visual culture. Our eyes not only see, but they hear, smell, taste and touch as well. Our brains formulate meaning and cultural context through imagery on many levels.
Through the power, effectiveness, spark and magic of visual storytelling, Sassafras communicates directly with clients to build internal consensus, often across international markets, opening thinking to new understanding and insights.
The work is developed with individuality, freshness, focus and nuance. It is never allowed to become mundane in thought or executions.
The sassafras tree in the ravine where I grew up in Ohio was unique.
Its bark had been used as a folk remedy since the Chippewa and Seneca tribes had quarried flint for arrowheads in the local fields. And its leaves came in three shapes on the same tree: single, double and triple lobed.
When I was at university, one day the drawing professor gave us an unexpected assignment: go out, look at the trees.... And draw the spaces between the leaves.
So I began to look more deeply at what was in front of me.
Authentic, earthy, promoting healthy growth, useful, strong and enduring, a pleasure to the senses... and unexpected. This is what Sassafras is to me.
These are also the things that makes a great brand.