A brand is a reputation from past experiences and an expectation of future behaviour. A preconception, a complex interplay of consumer expectation and service provision. People recognise good brands as those that deliver, and those that exceed expectations as extraordinary.
Branding is a broad field that expresses itself in many ways, but to us extraordinary branding is achieved when all of a business’ communication touchpoints consistently reflect and reinforce its core value proposition. Poor branding is inconsistent, sends mixed messages and fails to accurately reflect the business.
Our brand development process includes:
This structured approach is tried and tested delivering results that are anything but formulaic.
1. Business and Brand Discovery
The first step focuses on understanding the business. We ask lots of questions:
- Why are you in business?
- What makes your business distinct?
- What do your customers want from you?
- What problem do you solve in their life?
- What does success look like?
- Where is the business five years from now?
- What do people say about your business when you’re not in the room?
From the beginning of this step, we hone an understanding of your business and brand; why you do what you do, and how you do it, as well as short-term and long-term objectives. For startups and new businesses, our projects kick off with the Business and Brand Workshop. For existing businesses undergoing a rebrand or revitalisation, we research your customers, staff and key stakeholders to get a really accurate idea of which brand perceptions need to be held and which discarded. Understanding this allows us to develop a brand strategy that withstands the test of time.
The delivered metrics from the first step often include a Findings and Recommendations report, key sales content like your Elevator and BBQ pitch and key selling messages. Learn more about the difference between an Elevator and BBQ Pitch here.
2. Brand Identity Development
The second step is brand identity development, beginning with the insights gathered in the first stage and the brand workshop. It is the process of articulating and visually representing the brand’s essence through creative design.
Opportunities for intelligent solutions are everywhere. Our concept development process consciously restricts the necessity for computer use, because a great idea should need not rely on a polished execution. We have gradually shifted our focus towards a philosophy of developing brands by hand. Brands physically built from scratch avoid templative “design” processes or the following of trends. In doing so we avoid icon libraries and trendy design blogs in favour of sketching and scribbling, cutting and folding, crafting and forming, the process of which creates a brand identity that is truly distinct.
From these concepts and sketches we illustrate, iterate and craft the brand, sometimes pairing logomarks with intelligent typefaces or building out new typefaces from scratch. What’s delivered is something that best reflects the business vision of the client.
3. Brand Rollout
Once you’ve approved your brand identity (logo) and creative direction, we will refine, distil and finalise your identity. Now that identity is crystallised, it’s about the brand rollout and creating exceptional marketing touchpoints that reinforce our brand strategy.
Exceptional design and marketing aren’t superficial business tools. They’re an intimate expression of your business’ identity. Your brand is more than a logo. It’s a promise to better the lives of your audience.
Brand rollouts often include:
- Website design and development
- Corporate collateral, merchandise and uniforms
- Email marketing campaigns
- Client engagement kits and presentations
- Marketing campaign and development
- Social Media Marketing and Strategy
Our long-term relationships with trade printers and suppliers mean that clients can rely on us to ensure quality control from original conception to final physical implementation.
At processes’ end, an identity is fully formed and ushered into the world, equipped to deal with the rigours of market reality.