Your brand is the combination of all the ‘experiences’ your customers and stakeholders have with your business.
Every aspect of your organisation contributes to the brand experience, everything you do sends a signal – the words and messages people hear, the images they see, the environment they encounter (whether it be physical or online), the service or product they receive and the behaviour they experience.
An effective brand strategy, shaping every brand experience, works to drive and achieve your business goals. In order to develop the brand strategy, a true understanding is needed of 'who' and 'what' you currently are, 'where' you want to be and 'why'. This is where the strategic branding process begins.
Once the foundation of understanding is gained, the process of brand alignment can begin – working to ensure everything you think, say and do as an organisation lines up to deliver a strong and consistent brand experience.
Essence of branding:
Know who you are (truly).
Say who you are (consistently, in simple and clear terms).
Be who you are (deliver).
Whether you’re a brand new business or an established organisation looking to transform, grow or evolve, our aim is to provide strategic insights and tools to help build and strengthen your brand.
Every individual and organisation is different, so we adapt our approach to best suit the needs, situation and goals of you as our client. However when undertaking a brand strategy project we employ a basic framework to underpin our process.
1) Research & analysis
Research is undertaken to explore and understand your current ‘brand experience’ – what you do, how you do it and how it’s perceived. Factors contributing to the brand experience can include everything from people, products and services, to organisational elements (culture, values, policies, procedures), physical environments, presentation and communication style and tone – anything that influences how your organisation is represented and is experienced by stakeholders. Various assessments and audits are employed at this stage and may include a brand interface audit, stakeholder experience investigation and competitor analysis.
In consideration of a wide range of contributing elements – including business objectives and goals, markets and audiences and the unique personality, attributes and values of your business – a framework and plan is developed to support the transformation of your brand. Components may include brand positioning, brand architecture, organisational statements, and identification of brand alignment changes that may require action.
3) Brand identity development
Once the brand strategy has been developed, the core elements for delivering and communicating the brand can be developed. This generally includes the visual identity (logo, image style, colours, typography) and language components (style, tone, vocabulary), along with guidelines for the practical application of the brand elements and policies regarding approval processes, key points of contact, responsibility for implementation and guardianship.
To maximise the effectiveness, impact and influence of your brand identity, it needs to be applied consistently, repeatedly and ubiquitously across all points of interaction between stakeholders and your business. The brand should also be introduced and communicated to stakeholders. In particular, employees at all levels throughout the organisation should understand the importance of their role in reinforcing the brand.
5) Ongoing commitment & review
Implement processes and channels for ongoing discussion, follow-up and review of the brand strategy and implementation (delivery, responses, outcomes, etc). This will ensure that the success of the brand can be monitored and assessed in relation to the results you wish to achieve for the business.
If you would like further information or would like to discuss your current business needs, please feel free to contact us for a chat about how we can assist you with your brand.