Brand positioning and branding
Enhance the
recognition
of your brand
A brand is a sum of all its expressions: form, color(s), logo, symbols, storefronts, voice, word, mascot, packaging, slogan, sound logo, music, etc. Everything that makes you recognizable to the consumer and that positively distinguishes you from your competitors. Why should you actually pay attention to your positioning? Most markets are saturated with suppliers. Products and services are often interchangeable. As management guru Jack Trout already said in 1969: "Positioning is a game people play in today’s me-too marketplace." In such a market, most providers have their product, price, and quality in order. Only through good positioning of your company, brands, products, and services can you stand out and gain a strong position in the minds of consumers. The possibilities for effective positioning relate to long-term viability (strategic fit), relevance to the target audience (needs), distinctiveness (competition), alignment with current positioning (consistency), and competencies and culture (delivering on promises). At its core, it's about occupying a distinctive, relevant, and credible position in your customer's mind.
- Brand positioning
- Brand manifest
- Maxims
- Visual language
- Tone of voice
- Brand manual
- Name creation
- Logo and corporate identity
With our True Story Canvas®, we develop a distinctive, credible, and relevant brand strategy in co-creation on one A4 as a guide for all stories and expressions of your brand.
We translate the brand strategy into a human and emotional story that seeks a connecting common ground with all your target audiences. This way a short and powerful brand story comes together.
We translate the brand strategy and brand manifesto into powerful leading principles for the desired behaviour of your employees. Often in collaboration with HR. The result is a compact and inspiring set of behavioural rules.
For all communication tools we develop appealing and consistent photography guidelines that match your brand. This way you get a handy guide for use of visuals.
For all communication tools we develop a consistent tone that matches your brand. A handy manual for a consistent writing style.
We develop a guide for a consistent brand style that can be applied to a wide range of communication tools.
We develop a distinctive brand or product name that fits your company or organisation. We have already developed the following names: ZekerVooruit, MorningSun, wauwau, Partner Up, Newsistant, FreeFlex, UP, and Beeliners.
We develop an appealing image trademark and matching corporate identity that is in line with the brand positioning.
Advertising campaigns
Shoot fireworks that
grab the attention
We only have a limited amount of attention to allocate. It's therefore important for a brand to stand out, hit the right chord, and effectively convey your message. At Truman, every assignment starts with a clear creative strategy. If you want to influence buying behaviour, you need to know what's going on in the consumer's mind. We develop and produce eye-catching campaigns that ensure you reach your goals.
Our process
- 1. Creative debrief
- 2. Kitchen review
- 3. Concept presentation
- 4. Scope meeting
- 5. Production
- 6. Evaluation
We develop a creative strategic document that complements your briefing with behavioural psychology and consumer insights. The result: a clear agreement on the assignment and an inspiration 'spark' for creation.
A sparring session in the form of a presentation in which we explore different communication worlds and directions at an abstract and textual level. Together, we check out the possible routes you can take in concept development.
The presentation of the 'big idea' concept tested in different communication tools. The result is a thematic, connecting concept as a consistent basis for all touch, tell and sell campaigns for the coming years.
Also known as the pre-production meeting. A discussion about the expectations regarding budget allocation and distribution, execution, quality level, and quantity of resources, planning and production of the campaign.
We produce all campaign assets with as main requirements delivering on time, within budget and according to the agreed specifications.
After every big campaign, we catch up with our clients. How did the process go? What do we think of the result? We also like to address any frictions and keep a critical eye on points for improvement.
Content marketing
Give your content
a mission
Want to work on your content marketing? Then take off your advertising glasses. Good content is subtle, credible, and likeable. But first and foremost, valuable. Something the target audience will voluntarily consume. It prevents consumers from putting up their advertising shield. So, think carefully about what your content should do for your audience. Give it a mission. At Truman, we help you in all steps to create thumb stopping content. From a clear content strategy to a rich palette of content formats at Hygiene, Hub, and Hero level.
Our process
- 1. Content Strategy Canvas
- 2. Creative debrief
- 3. Content format development
- 4. Scope meeting
- 5. Production
- 6. Evaluation
In co-creation, we develop a clear content strategy on one A4 as a starting point and compass for the creation of all your content.
We develop a creative strategic document based on your briefing and the Content Strategy Canvas. The result: a clear agreement on the assignment and an inspiration 'spark' for creation.
We create creative templates for content development that align with your brand and content strategy. These formats can be developed at Hygiene, Hub, and Hero level.
Also known as the pre-production meeting. A discussion about the expectations regarding budget allocation and distribution, execution, quality level, and quantity of resources, planning and production of the campaign.
We produce the formats. We always begin with a pilot episode, which establishes the template for future episodes.
After every big campaign, we catch up with our clients. How did the process go? What do we think of the result? We also like to address any frictions and keep a critical eye on points for improvement.
Behaviour and societal campaigns
Bridge the gap
between want and do
Whether it's about saving for retirement, eating healthy, separating waste, or driving within the speed limit. We often don’t do the things we should. To carry out the desired behaviour, we need three things: a trigger, motivation, and the ability to ‘do’. We ‘want’ to eat healthier, exercise more, and fly less. But we often don't. This is because there are so many unconscious processes that influence our behaviour.
If you have a good understanding of how people make choices and what those processes are, you can anticipate. This increases the chance that people will actually do it. At Truman, we are happy to tackle your behavioural challenges. In all our social campaigns, we carefully consider what stops people or pulls them over the line.
Our process
- 1. Behaviour strategy
- 2. Kitchen review
- 3. Concept presentation
- 4. Scope meeting
- 5. Production
- 6. Evaluation
Using our behavior model, we develop a creative strategic document. We analyze the current behavior of the target audience and map out the frictions, motivations, environmental factors, and opportune moments for the target behavior. From this, a clear message for the desired behavior change and an inspiring spark for creation emerge.
A sparring session in the form of a presentation in which we explore different communication worlds and directions at an abstract and textual level. Together, we check out the possible routes you can take in concept development.
The presentation of the campaign concept tested in different communication tools. The result is a compelling concept with actionable perspectives that serve as a trigger for behavioural change.
Also known as the pre-production meeting. A discussion about the expectations regarding budget allocation and distribution, execution, quality level, and quantity of resources, planning and production of the campaign.
We produce all campaign assets with as main requirements delivering on time, within budget and according to the agreed specifications.
After every big campaign, we catch up with our clients. How did the process go? What do we think of the result? We also like to address any frictions and keep a critical eye on points for improvement.
In-house video production
Get the most out of
your production budget
Everything is becoming video. That's how we see the world. With the increasing speed of the internet and the number of screens in our world, video has become the way to tell your stories to the world. But in the swirling sea of online content, only the very best videos stand out. We translate your video wishes into credible and striking video stories or series of premium quality that fit your brand or organization.
Execution is just as important as developing the idea, that’s why we like to push the limits in the production phase. Smart production without compromising on quality. It's often helpful to know what the scope of the implementation will be in the creative or script phase. This prevents the idea from losing its potential impact. We can also translate your videos into all possible assets, from social media shorts to digital billboards and from teasers to video banners. No video is too crazy for us.
Our process
- 1. Video Story Canvas
- 2. Kick-off and briefing
- 3. Development of video idea
- 4. Script, storyboard and interpretation
- 5. Pre-production meeting (PPM)
- 6. Filming
- 7. Post-production
- 8. Translation to assets
- 9. Hand-over
When developing a video, there are many aspects to consider. Don’t worry, we’ll guide you through every step. The Video Story Canvas is the starting point for the creation of your video story on one A4. a handy tool that you fill out in advance. This way, you can easily see if your input is complete.
During the kick-off we further align your Video Story Canvas together. This way we collect all the input we need to conceptualize and produce your video.
We’re happy to help you with creating a video idea. This way, we can also take the budget into account. Do you already have an idea? Great! Together we’ll take a closer look to ensure we fully understand it before bringing it to life in video.
We will meticulously develop the idea. We write a script, sketch a storyboard, and create a director’s interpretation. This interpretation covers the style, tone, and format of the video.
Just before filming begins, we have a PPM. In this meeting, we thoroughly coordinate alle the aspects of the production that we have prepared so far. This ensures that we don’t overlook anything. Only when every detail is well arranged, we create the shooting schedule, and it’s time for action!
We start shooting! During the shoot, the real magic happens. What we have envisioned together is now unfolding. It’s a magical moment! With a team of exceptional professionals, we go all out to capture the best shots for you.
After the filming we select the best shots, create the right music and graphics, and bring everything together in the editing process to create a perfect story. Then, we present the video to you and your colleagues. Although you have an idea of what to expect, since you have been involved throughout, it is always a special moment to see the final video.
Do you want to make the most out of the video? We will translate it into all formats and lengths you need. We already take this into account during the shoot. We often combine the video shoot with photography. This allows us to deliver a wide range of assets and save time and budget.
You will receive all videos clearly labeled with the correct name, channel, and format. This way, you know exactly where each file should be uploaded. We can also assist you in that process. We can directly deliver the files to various TV channels, your media agency or upload them on your socials.
Our skills listed
- General
- Branding
- Advertising
- Content marketing
- Behavior
- Internal communication
- Employer branding
- Video- and photography production
- Creative direction
- Brand direction
- Art direction and copywriting
- Graphic design
- Content writing
- Desktop publishing (DTP)
- Project management
- Production management
- Ai prompting
- Brand positioning
- Brand strategy
- Brand communication
- Brand storytelling
- Corporate identity
- Corporate story
- Role definition
- Visual language
- Name creation
- Umbrella/Big idea concepting
- Creative advertising campaigns
- Cross-media campaigns
- Communication strategy
- Social advertising content
- Online advertising
- Video production
- Brand activation
- Content strategy development
- Content creation plan
- Thought leadership development
- Content formats
- Content creation
- Content production
- Video production
- Behavioral strategy
- Behavioral campaign development
- Internal branding
- Internal campaign development
- Role definition
- Change communication
- Maxim development
- Content production
- Video production
- Employer Value Proposition (EVP) development
- Recruitment campaigns
- Labor market communication
- Content creation
- Content producti
- Video production
- Flim direction
- Script development
- Storyboarding
- Production
- Post production
- Photography
- Photo editing
- Ai image generation