We doBranding

Our philosophy

Your brand isn’t who you are. It’s the way your consumer feels about you in their gut.

Visual branding and brand architecture fosters a relationship, and that Brand DNA becomes a set of building blocks for everything that comes after. For the consumer, it provides visual cues into the company’s personality and, ultimately a link to that company’s unique value proposition. It's more than shorthand for who the company is—it’s the bedrock of a real relationship between the company and the consumer.

Why clients come to us

We’re smart enough to know that a brand isn’t a decision made in a boardroom or an idea that pops up in a brainstorm (or, let’s be real, a shower). It’s born out of a consumer understanding and only takes hold if the consumer allows it. We succeed because we understand that all our fancy, highfalutin ideas don’t mean squat if the consumer doesn’t buy in. Like relationships, it’s only real if both parties accept it as real. So we obsess over aligning what a company can honestly aspire to with what a consumer will respond to with an urgent, “yes, I want/need/welcome/believe that—from YOU!”

What sets Millennium apart from other digital agencies

Everything we do at Millennium is built from the vantage point of understanding the end-user or consumer. We please our clients by pleasing the audiences that matter to them. Wowing the people that pay you is great, but we know the pathway to sustained success is by thrilling the people that choose, advocate for and spend their hard-earned money on the brand. So, our branding solutions are always born of consumer insight—not creative guesswork.

Additionally, because we’re a full-service agency, we understand the critical importance of a brand’s practical application across the entire spectrum of communication. It may look great on a page, or in a manifesto but if it doesn’t work in the real world—the consumer’s real world—then we’ve missed the boat. We know how to carry the creative process all the way through to the on-the-ground reality.

Our history

We’ve been creating, building and evolving brands for over two decades. Our user/consumer-centric approach to work had our earliest clients—many of whom engaged us to execute a discrete project—increasingly rely on us to provide strategic guidance for their brands. It wasn’t long until clients and prospects started approaching us to partner on the development of new-to-world brands. Our insights-driven approach, creative panache and practical experience won us assignments across a breadth of industries including telecommunications, snacks, financial services and CPG. Branding and brand stewardship remains a significant part of the work we do today.

Our process

Brands don't exist in a vacuum—in fact, by definition, they can't. We are dedicated to the development of brand identities grounded in an understanding of the audiences that they serve and the competitors with whom they coexist. Our process at a high level includes:

Our process

Brands don't exist in a vacuum—in fact, by definition, they can't. We are dedicated to the development of brand identities grounded in an understanding of the audiences that they serve and the competitors with whom they coexist. Our process at a high level includes:

Audience and Landscape Analysis

The amount of money it takes to make a brand take hold is inversely proportional to its relevance and credibility in the context of audience need, the competitive landscape, and the way that it’s already perceived. We have a proprietary process that helps us understand the world in which the brand exists to identify where the greatest opportunity can be found.

Defining the Strategic Positioning

Sometimes we set out to be the kingiest king on King Mountain. Sometimes we seek out the hill that has yet to be explored. At all times, we go where our insights lead us

Brand Expressions Development

The amount of money it takes to make a brand take hold is inversely proportional to its relevance and credibility in the context of audience need, the competitive landscape, and the way that it’s already perceived. We have a proprietary process that helps us understand the world in which the brand exists to identify where the greatest opportunity can be found.

Brand Application Guideline Creation

The amount of money it takes to make a brand take hold is inversely proportional to its relevance and credibility in the context of audience need, the competitive landscape, and the way that it’s already perceived. We have a proprietary process that helps us understand the world in which the brand exists to identify where the greatest opportunity can be found.

Brand Relevance Tracking

The amount of money it takes to make a brand take hold is inversely proportional to its relevance and credibility in the context of audience need, the competitive landscape, and the way that it’s already perceived. We have a proprietary process that helps us understand the world in which the brand exists to identify where the greatest opportunity can be found.

Our Services

Insights and Analytics
Strategic Positioning
Brand Architecture
Brand Identity + Design

Naming
Brand Guidelines
Rollout Strategy

Audience Testing
Voice + Messaging
Brand Relevance Tracking

Sandboxes we play in

CPG

Financial

Global, Multi-national Corporations

Telecommunications

Companies we play well with

We play well with other agencies too

Branding is a group effort, so when we aren’t in the lead, we’re still in the game, offering vital support to our clients’s in-house teams or AORs. So whether it’s strategic or tactical, we’re always game. We’ve jammed with the likes of McGarryBowen, TracyLocke, Vector B, Y&R, and Droga5 to help define and extend brands. It’s a big sandbox, so let’ play.

let’s chat

See us in action

We’ve done a lot of cool, creative stuff that also happens to have been highly successful. Check it out. This is what we do.

view our work