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You should never feel lost in your own story.


Brand Development

“If you don’t tell your story, someone else will.”

Frank X. Walker


When Should You Invest in

Brand Development?

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What Is

Brand Development?

Your brand is not your logo. It isn’t what you sell. It’s not even how you go about doing it. 


Your brand is your reputation. It’s what people say about you behind your back and in the line at the store, and over drinks at a networking event when you leave the group. 


You can’t control what people say about you, but you are able to influence it. You control the experiences you provide. You just can’t control the review. You can only adapt to the review.

You Don’t Know What Makes You Unique or Who You Should Be Talking To

Brand Development is about figuring out who you are and what you really believe in and theen articulating that culture and value system into a compelling story that makes people want to be a part of your story.


If we were to ask you what you do better than your competitors, and you had to think about it, we have work to do. If we were to ask who you serve better than your competition, and you would be tempted to tell us “everyone”, we have work to do.

And that’s okay. Ideally, you only need to go through the process once. 


Do it well with a team that wants to help you get it right.

You Plan on Being

Around for Awhile

Investing the time and resources to develop a compelling brand is a declaration that you plan on sticking around for a while and making some noise.


It tells the market, your community, and your key audience that you know who you are, you understand their problems and you are the solution.

There are few smarter investments that you can make -- just ask Apple, Google, Nike, and Southeastern Airlines, and pretty much any other brand you love and are loyal to.

You Play the

Long Game

Are you a fan of price wars? Do you love seeing a limited Return on Investment (ROI)?  Do you enjoy scrapping for leftovers from industry leaders?


Yeah, we don’t either. 


Quality Brand Development is not the cheapest short term project. It’s an investment in the future. It says that you understand that branding dollars spent today to save marketing dollars in the future is a smart move to make every day of the week.

Brand development builds loyalty, it decreases the frequency needed to trigger decision making, and it allows you to charge a premium for your products and services.


Marketing and advertising are important, but only after you have established who you are in the market.


What Tools Can You Expect to Be Utilized

in our Brand Development?


Brand Identity

& Messaging











Media Relations


Community Partnerships


Social Media Management


Influencer Partnership








What’s the Word on the Street for

Our Brand Development Services?

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"I rely on Folklore for advice, ideas, market insight, writing, editing, and a host of things that are hard to qualify. They bring a lot more to the table than a list of deliverables. That’s what sets them apart. You get your action-items, but you also receive years of experience, savvy intuition, and sound judgement." - Matt Welsch | Chef & Restaurateur


The Folklore Process



The Approach phase of our process is all about research. We talk to you, the people who love you, the people who don’t love you all that much and everyone in between. We conduct digital audits of your social media and searchable footprint. And we take a look at the players in your industry to find a niche area that you can own and uniquely dominate.



The Articulation phase is the fun stuff. It’s the stage that most people think of when they envision the process of building a brand and reputation.


We take all of the information that we collect in the Approach phase and begin to build out your own unique strategy, including visual assets, messaging assets, partnerships, and all the materials you’ll need to move the needle.



Amplification is about turning up the volume on your new strategy by using all of the appropriate tools in our toolbox. This varies from client to client, but it normally involves varying degrees of owned, earned, paid, and shared media use.



The key to success is your ability to Adapt. You make decisions based on the best feedback you receive. You get some things right. You get some of it wrong.


It’s what you do with each round of feedback that will affect how relevant you remain. We use that feedback to periodically tweak your messaging and positioning to ensure that you keep cutting through the noise and gaining the positive attention you need to keep evolving and making a difference.



Now your story begins...

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