Step 3. Innovate

Drive Product, Marketing, and Sales Differentiation

Where are the opportunities to create differentiation?

Here, we begin turning insights into action by identifying bold opportunities to differentiate your brand across product, marketing, and sales. This phase is about more than just creativity—it's about purposeful innovation that aligns with your strategy and sets you apart in the market. Whether it’s reimagining your offering, redefining your message, or reshaping the customer experience, this is where breakthrough ideas take shape and momentum begins to build.

Identity System Design

  • The goal is to create a distinguishing look using logo design, color, typography, iconography, photography, and other visual elements.

    I start by exploring visuals that express the brand strategy.

  • The goal is to create a distinguishing sound using sound, voice, tone, and manner.

    I start by exploring auditory guidelines and assets that express the brand strategy.

  • The goal is to create a distinguishing feel by building guidelines for tactile communications.*

    I start by exploring tactile materials and finishes that express the brand strategy.

    *Not all businesses have products that buyers feel, but they will have assets where tactility plays a role.

  • The goal is to create a distinguishing smell.*

    I start by exploring smells that express the brand strategy.

    *Not all businesses have products that buyers smell, but they will have events where smell can play a part.

  • The goal is to create a distinguishing taste.*

    I start by exploring flavors that express the brand strategy.

    *Not all businesses have products that buyers taste, but they will have events where there are things to taste.

Product & Service

  • The goal is to create a consistent expression across products that reinforces the brand’s identity.


    I start by defining design principles—such as form, materials, finishes, and interaction cues—that reflect the brand strategy and create a cohesive look and feel across the product portfolio.

  • The goal is to create distinguishing and memorable experiences by consistently using an experience building framework.

    I start by exploring and building experience frameworks that express the brand strategy.

Marketing & Sales

  • The goal is to create a clear, consistent, and compelling way to talk about the brand across audiences and channels.


    I start by defining core messages—like value propositions, proof points, and narrative themes—that align with the brand strategy and resonate with target audiences.

  • Packaging
    The goal is to create a distinguishing physical or digital packaging system that reinforces brand perception and delivers a memorable experience.


    I start by exploring form, structure, materials, and messaging that reflect the brand strategy and create a strong first impression.

  • The goal is to create a seamless and engaging customer journey from the very first interaction.


    I start by mapping the onboarding experience and identifying moments where messaging, design, and interaction can express the brand strategy and build trust.

  • The goal is to empower sales teams with tools, language, and content that align with the brand and close more deals.


    I start by translating the brand strategy into practical sales assets—from pitch decks to objection handling—so teams can differentiate with confidence and clarity.

The USBD Framework