HOW WE WORK: APPROACH

How we do things can be just as important as what we produce. Successful outcomes rely on following a sequence of activities which help to provide focus and momentum.

Our branding process is a proprietary tool that has proven itself in many situations. It is not something that is done to clients, but is a collaborative process that makes the most of their knowledge.

And then there is the more intangible side; the qualities that we bring to the relationship with the purpose of making it easier and simpler to do business.

APPROACH

We've develop a four-stage process for building brands of Discovery, Definition, Design and Delivery.

Some people can get a bit funny when they hear 'four-stage process' and say things like, "We don't need all that." When they really mean, "It's going to cost too much" or "We can't see the value in doing that bit."

If we can't convince you that each stage of the process is critical and the outcomes will give you tangible benefits, then that's our problem.

It's a process that is transparent, scalable and proven. It can be tailored to any project and invites a high level of client participation.

And our involvement can start at any point; on some projects Discovery and Definition may already be complete.

Discovery

The thing about information is that it results in more information. So, at worst information generation can get out of control, while at best it can become an infinite resource.

And information is never pure. It comes with bias, preconditions and conjecture.

The key to mining the right brand information is knowing where to look and how to look. It's about the frame of reference and the tools and techniques that are used.

This is something we do through brand eyes and a business brain.

Definition

This is the part of the process that commences to tell the brand's story - what it stands for, what it aspires to become, what makes it different, how it behaves. It is no less than a description of the brand in words.

And it also provides the framework to develop marketing, communication and launch plans which are critical to the Delivery phase.

Design

Design is the extrovert of the branding process. While the other steps require creativity, design demands it.

It takes the Definition and develops a strong single-minded idea that is unexpected, yet relevant, and connects with the brand’s audiences.

Design showcases the brand and provides it with visual expression. It makes the brand distinctive for each of the settings in which it will appear. So, for example, in its corporate role the brand is likely to look formal, but will be more animated with its promotional hat on.

Design can be witty, soothing, elevating, surprising, quiet and fearless. But while it has many faces, design is always faithful to the brand.

Delivery

Launch. Evaluation. Monitoring. Implementation. Training. Execution. Communication.

Each plays a major role in getting the brand in front of its audiences, but Delivery is much more than ensuring the brand is 'out there'.

It is about timing, integrating, monitoring, managing and assessing.

In some ways it is the most important part of the branding process. The investment made in building the brand requires that the corresponding level of resources are applied to ensuring that the brand is, well... delivering.