Brand strategy

With strategic clarity you get clear operational focus. By envisioning alternate scenarios we can help brand-owners plan and anticipate brand responses in varied situations and help define detailed road maps.

Goal setting is key and gives a clear framework for understanding brand objectives in today's climate: whether for future brand expansion, extension and rejuvenation or for assessing competitor activity.
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Brand audit

The first stage in a brand audit is to provide you with a snapshot of the current state of your brand. We do this by researching perceptions (both internally and externally) and benchmarking these against competitor brands. The audit becomes an invaluable tool to help inform and validate your brand strategy.

Audits can be extensive or tailored to focus on particular brand actions/behaviour, or specific concerns, such as environmental and social responsibility. Having defined the scope of the audit, we then move through the following stages: design, implementation, analysis and delivery.

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Brand creation

Brand creation goes deeper than merely creating a logo or a signature line. To create a successful brand requires the weaving together of brand values, beliefs and promises into an articulate and distinctive mark and a core brand idea that can be communicated to all key stakeholders.

We hold innovative workshops to engage stakeholders, pooling diverse ideas and experiences, with the aim of creating a brand entity that is distinctive and memorable. By creating guidelines, policies and training programmes, we help internal teams deliver a consistent brand experience across key brand touch-points.

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Brand integration/alignment

Regardless of size, organisations can often lose long-term strategic focus while dealing with everyday operational tasks and deadlines. Sub-brands and brand extensions can weaken or overstretch the core brand and, just like an organisation, a brand needs to be constantly focused on its core competencies and offerings.

We can help to rearticulate your brand's strengths and promises to both internal and external audiences by: conducting audits; holding visualisation workshops and focusing on future scenarios; aligning sub-brands and extensions; articulating a brand promise; and helping to develop strategies to 'live' the brand.

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Brand communication

Brands need to listen, speak and inform whilst being engaging, lively or just straight-talking. We work across the spectrum of communication design formats: from brochures to package graphics, annual reports, leaflets, posters, interactive kiosks, exhibition spaces and more. We also work in different media: print, packaging, internet, intranet, mobile devices and gaming, to name a few. No job is too small, we thrive on one-off projects.

We make it our priority to understand your brand before the design process begins to make sure that its 'on brand' (rather than just a 'creative' whim) and to ensure design consistency with other brand communications.

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Brand engagement

Where brand loyalty was once marketing mantra, what is now all-important is building goodwill. Our aim is to help design brand engagement programmes that build goodwill through open and sincere dialogue.

We believe in creating intelligent service design that engages and enriches (unlike demographic band oriented quick-win loyalty schemes). These programmes are for real people. Whether the aim is to collect information or to ensure return visits, the focus is always on making the process engaging and compelling.

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Brand extension

Once a brand is established, it makes good business sense to extend or create sub-brands. By conducting market research and analysis, holding envisioning workshops and identifying naming strategies, we can help you evaluate whether this is the right strategy for your brand. We can also help identify how closely connected a new brand should be to a parent brand.

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