The brand strategy agency behind unignorable brands
We figure out your brand's who's, what's, where's, when's, why's, and how's before we dig in and start cooking up ideas. That upfront work helps us map out a path, no matter what brand we're working on. That undeniable brand strategy is how we get to the work that commands attention.
research
We do our homework, and cross the t’s and dot the lower-case j’s as we think about the people, the culture, and the challenge that your brand faces.
brand frameworks
Figuring out your audience and what speaks to them (both verbally and visually) is a puzzle we solve without even looking at the picture on the box.
Purpose & Positioning
It’s important to know what your brand stands for and who cares about it. We answer both of those questions so the work lands softly and makes the right kind of noise.
Brand identity makes it real
Your brand is more than a logo, it’s what people say about you when you’re not around. It’s how you show up in the real world.
verbal identity
How your brand sounds makes people care about it. It gives it an attitude, a purpose, and a personality.
Visual Identity
The look will set you apart from the other guys out there, with a purposeful logo, color direction, typography, and art direction.
behavioral identity
What it’s like to interact with your brand, whether you’re a product or a service. It’s all about the experience you provide.
featured brand case studies
Brand strategy done right
our branding process
Discovery
The first phase in this brand initiative involves intensive learning. Our strategy team conducts an in-depth analysis of first-party and competitive data, consumer trends, and stakeholder insights to fully understand you before developing positioning frameworks.
Brand Strategy
As we develop brand strategy to define your unique market position, we tap a variety of proven frameworks to guide the process—particularly valuable when structuring a brand that encompasses multiple entities.
Each framework helps clarify different aspects of your identity, establishing the attributes and building blocks needed to create a strong, cohesive foundation. While no single framework fits every project, we will find the right ones that showcase the best performance.
Brand Identity
We will develop several brand ideas that align visuals within the previous stage, but before rolling them out in a bigger way, we want to gain community stakeholder feedback and send them into some testing for long term viability.
What brand strategy looks like when it's done right
“We love the final product, but we were also very impressed with the diligence ICG displayed during the discovery phase of this process. If we had it to do all over again, I know that we would hands down select ICG.”
Courtney Morton — Oklahoma City Public Schools
ICG-ADV took the time to deeply understand not just my organization’s work, but the heart of our mission. Their work renewed, refreshed, and encouraged the entire team and even helped us see ourselves more clearly.
Melissa Eick — Dragonfly OKC
Three thumbs up. The folks at ICG are fantastic. Creative, clever, and unique. You won’t regret using them.
Jason Leck – Carter Chevrolet
Have questions about brand strategy?
We’ll do our best to answer.
how much does a brand typically cost?
It depends on scope — whether you need positioning and messaging only, or a full identity system on top of it, and how many stakeholders we’re aligning along the way. Most engagements are scoped after an initial discovery conversation so the investment matches what your brand actually needs, not a one-size-fits-all package.
Do you do rebrands?
Yes. Rebrands start the same way new brands do — with research and positioning — but the work also has to account for what’s already working, what audiences already associate with you, and how much change a market can absorb at once. We treat that as part of the strategy, not an afterthought.
What types of organizations do you do brands for?
Challenger brands looking to grow boldly, and organizations with high-stakes moments and real budget on the line — from public sector and nonprofit clients like Oklahoma City Public Schools and the Oklahoma Department of Commerce, to brands going through their first rebrand or their fifth.