Utmost Group

Our Story

We are The Utmost Group, a boutique branding, marketing, and integrated marketing communications agency. We take pride in being a virtual agency, allowing us to operate in a significantly more cost-efficient and nimble manner than traditional agencies. Our clients have appreciated this for the past twelve years that we have been in business. Each project team at The Utmost Group is carefully customized for the task at hand, drawing from an organic collection of subject matter experts who collaborate effectively. This approach results in more wisdom, flexibility, and speed than conventional agencies, without the overhead and internal politics that can slow things down and drive up service fees.

The Utmost Group excels in working with clients who value strategic brand development. This sets us apart from more trend-focused agencies, allowing us to cater specifically to nonprofits, startups, and small businesses in over 40 different categories. While our focus is on these niches, our extensive experience covers a wide variety of sectors. With our base in the vibrant city of Detroit, the second-best city to visit in 2018 according to Lonely Planet, we take pride in our ability to deliver exceptional branding, marketing, and communications services to our clients.

Our Philosophy - The Truth Matters Most

At The Utmost Group, we are deeply inspired by Henry McCann's 1912 advertising trademark that embodies the philosophy of "Truth Well Told." This guiding principle means that authenticity is central to our creative process and collaboration. Discovering the authentic truth of a brand can be challenging, as it requires incorporating as many perspectives, experiences, and expectations as possible. However, the resulting authentic truth then serves as an invaluable brand asset.

For practical application, we have developed the following simple algebraic formula for your consideration: Message x Media = Results. In this equation, Message encompasses the intended communication along with the target audience's perceptions, while Media refers to the various channels through which messages are disseminated. Results are the metrics used to determine success, such as ROI.

Suboptimal messaging often stems from brand owners becoming too close to their brands and losing touch with the target audience. This can result in "Why don't they get it?" questions from brand owners. Our strategic process addresses this issue by focusing on brand discovery and ensuring relevant and motivating messaging for target audiences.

Our Process

Our strategic process consists of three main elements: Brand Discovery, Brand Alignment, and Brand Expression. Although no aspect of our process is proprietary, we have designed a thorough and cost-conscious system based on best practices from working across 40 industries and with 120 brands.

1. Brand Discovery - We begin by reviewing an organization's business, branding, and marketing plans on a five-year time horizon. This establishes a solid foundation for our work. We then conduct secondary research and primary research, with the latter focusing on emotionally-driven, one-on-one interviews with various internal and external constituencies. Competitive brand analysis helps us to identify new branding opportunities from a global perspective.

2. Brand Alignment - After the comprehensive research phase, we develop a succinct, evidence-based brand strategy that encourages internal alignment, focusing the organization on its brand promise. This strategic foundation drives the creation and development of all tactical ideas.

3. Brand Expression - With the strategic brand platform established, we create a comprehensive document that reflects the organization's overall vision, mission, and values. Our goal is to achieve consensus and alignment about marketing and communications prior to creation and production.