We’ve got some fun news to share: INK’s signature Be There Before® methodology has received its registered trademark from the U.S. Patent and Trademark Office! This legal protection acknowledges our formal approach to proactivity: a method that combines partnership, integrated communications, and analysis to ensure we’re always seeing around corners for our clients.
“This trademark is much more than a legal moment for us, it’s validation that INK’s approach stands out in the agency world,” said Starr Million Baker, CEO and co-founder of INK. “Be There Before operationalizes our core belief that clients shouldn’t have to ask. We believe there’s always a better way — Be There Before is how we find it.”
Honed over more than 20 years, INK’s Be There Before methodology is a proprietary framework and company-wide practice designed to foster lasting partnerships, integrate communications across channels, and drive measurable business impacts. Now, it’s officially protected as INK’s own intellectual property.
Why Be There Before Is Different
Be There Before is a methodology married to a mindset. Its systems guide how INKers apply critical thinking and AI-driven communications tools to prioritize proactivity, enabling us to deliver programs that grow in impact over time.
“A universal truth in our industry is that clients hire agencies to help them see what’s coming next. But too often, clients come to us with stories of agencies that fell into reactive rhythms or put execution and upselling ahead of solving problems,” said Kari Hernandez, INK’s Chief Strategy Officer and co-founder. “Be There Before was born out of the desire to be a different kind of agency — one where proactivity isn’t aspirational, it’s operational.”
Every INKer is trained and certified on the Be There Before methodology to ensure a shared mindset around what it means to lead with insight and make strategic recommendations before our clients ask. This enables proactivity for every client, whether a tech startup or an energy enterprise, and empowers our teams to scale strategic thinking and business impacts in a consistent, repeatable way.
Be There Before in Action
INK’s Be There Before methodology includes three core pillars that guide the way we stay proactive and get results for every client:
1. Partnership
Partnership should be proactive. To us, this means the client should never have to ask. By using design-thinking techniques to get to new ideas, structuring our teams with Be There Before certified practitioners across integrated communications specialties, planning, and account leadership, and following a 360° program approach, we build partnerships immersed in proactivity.
2. Integrated Communications
We build programs to an 80/20 rule (80% known, 20% space for yet unknown opportunities). Our integrated storytelling spans public relations, content, creative, research, digital, and brand strategy across paid, earned, shared, and owned channels. Our Be There Before, Energy and Be There Before, B2B Tech media trends analysis help clients capitalize on developing narratives.
3. Analysis
At INK, measurement is honest and clear, the analysis informs strategy, encouraging iteration of the plan, and showing the business impact of the money being spent on communications. Program analysis includes alignment with company goals and quality over quantity KPIs for the right internal audiences. Our Media Quality Footprint measures the quality of each article against the quality of the outlet in which it appears, showing the true value of coverage to the client’s business.
Moving Forward
Systems within the Be There Before methodology will continue to evolve as media, technology, and business landscapes shift. But at its core, Be There Before will always reflect our commitment to be a proactive partner that drives business impact for our clients.
“The trademark is a cool milestone, but more importantly, it underscores our commitment to be the proactive partner clients deserve,” added Baker. “When we say we’ll help you make meaningful progress — Be There Before is how we do it.”
Want to see Be There Before in action? There are two ways to engage:
1. Subscribe to our Be There Before, Energy or Be There Before, B2B Tech media trends analysis.
2. Let’s chat about how INK’s Be There Before methodology can help solve your biggest communications challenges.
