1. Discovery
Every job starts by understanding your business and communication challenge and your audiences. We build this understanding through in-depth discussions with you, your stakeholders and subject matter experts, exploring your points of competitive difference, examining global best practice, undertaking research and by applying the most appropriate frameworks and models from our Brand Strategy Toolbox.
Deliverables may include:
- Insights discovery workshops
- Audience/user research
- Stakeholder engagement
- Brand audit
- Audience segmentation
- Audience journey mapping
2. Strategy
Our thinking is always driven by audience insights. Understanding the fundamental needs that drive your audiences; the positioning that will change their perceptions and behaviours; the right messages, channels and mediums to reach them. And our recommendations always align to your business strategy.
Deliverable may include:
- Brand strategy and positioning
- Brand hierarchy and architecture
- Tone of voice
- Naming
- Customer value proposition
- Brand perception shift analysis
- Customer Experience Journey mapping
- Messaging matrix and hierarchy
- Internal shift assessment
3. Expression
Taking the strategic insights, we develop the voice and visual elements to express your positioning, creating the tone and mood needed to engage audiences, deliver cut-through and drive brand perception shifts. Our expression work is always driven by a single-minded idea, reinforced at multiple touchpoints and in multiple ways.
Deliverables may include:
- Brand story
- Identity design concepts
- Identity toolbox
- Brand guidelines
- Brand experience design
- Environmental design
- Packaging territories
- Internal communications direction
- External communications direction
4. Execution
Applying the thinking and design idea with our defined identity elements allows us to design each element to maximise cohesion and effectiveness. Careful design crafting takes a good idea and makes it great, giving it impact and creating an enjoyable user experience.
Deliverables may include:
- Brand roll-outs
- Printed collateral
- Sales and point-of-sale collateral
- Merchandise
- Interactive development
- Social executions
- Fit-out and installation
- Corporate livery
- Signage/wayfinding
- Digital design and build
- Launch material
- Internal brand activation
- External brand activation
5. Post-live
Our work doesn’t end when a brand goes live. At the post-live stage, the focus is on monitoring performance, continual improvement and learning. This is also the time to lock down the brand in a guidelines manual and establish asset management and brand policing policies and procedures.
Deliverables may include:
- Brand guidelines
- Brand guardianship
- Brand management
- Asset management
- Brand application coaching
Is authenticity real?
I recently attended the Digital Day Out (DDO) and noted that pretty much every speaker spoke about the need to be authentic. Speakers included a Google exec, a panel of social influencers, an AR/VR specialist and an...
Principled brand decisions
Developing a brand strategy means making a number of significant decisions that drive multiple aspects of an organisation. Working with clients, my aim is to agree brand principles upfront that help leadership teams...
Brand perspectives
An early brand project risk analysis on all possible perspectives can save a bunch of rework, awkward pauses and electrical appliance analogies! (Keep reading and all that will make sense!) Working with a regional...
Is authenticity real?
I recently attended the Digital Day Out (DDO) and noted that pretty much every speaker spoke about the need to be authentic. Speakers included a Google exec, a panel of social influencers, an AR/VR specialist and an...
Principled brand decisions
Developing a brand strategy means making a number of significant decisions that drive multiple aspects of an organisation. Working with clients, my aim is to agree brand principles upfront that help leadership teams...
Brand perspectives
An early brand project risk analysis on all possible perspectives can save a bunch of rework, awkward pauses and electrical appliance analogies! (Keep reading and all that will make sense!) Working with a regional...
