Phase 1 - Brand discovery and strategic positioning
Step 1 - Workshop your thoughts
Gather your brand task team and clarify your aspirations, problems and potential in an informal consultation / workshop with us
- Conducted ‘face-to-face' via Skype or in your office.
- Duration 2 hours
Step 2 - Strategic review workshop
Review your key brand statements including your vision, mission and values, brand promise and brand positioning
We start here because these are the internal communication statements that are the foundations of how external messaging should be structured.
These statements may exist already but it pays to review their meaning, relevance and credibility.
Establishing clear, authentic statements about your company will save you wasted time and money in the long run.
This step help us assess vital questions like:
- How well Is your 'outward facing' brand aligned with the reality
- Is the vision, value and mission caught in the boardroom and senior management conferences because it has not been communicated to staff and stakeholders.
Each statement has a distinct functional purpose
- they help management and employees share goals
- they help consumers recognise your unique difference in the market place
- they underpin your overall brand personality which we later express though key brand communication attributes.
Values statement or company philosophy (what you feel)
The values statement describes how you conduct business- the emotional and ethical motivators that influence and act as a guide for your behavior and communication.
Vision Statement (Where you and want to be)
Your vision statement expresses your strategic purpose and aspirations. Where you envision your company is heading. Put a 5 year framework around it.
Mission Statement (How you plan to get there)
Your mission statement describes your overall goal, and provides a path, in the form of a list of priority actions that will enable you to achieve your vision. It help for strategic decision making.
Brand Promise Statement (What your customers can expect from your product or service)
Your brand promise expresses your commitment to your customers. It describes what your product or service is, and who it is for.
Brand Positioning Statement (What sets you apart from the others in your category)
Not to be confused with the positioning statements that define individual services and products. Your overarching brand positioning statement summarises your unique difference to other companies who provide similar products or services to niche.
- Conducted 'face to face' in your office or venue of choice
- Duration 3 hour blocks
- Number of blocks will be dependent on the size of your organisation and the number of people involved.
Step 3 - Market research, analysis and report
Although small business owners and sales persons are a rich source of knowledge, we recommend that if possible you extend your budget to undertake professional marketing research to confirm the outcomes of Step 2.
It is also the best time to review and create your value propositions and positioning statements for each of your services and/or products.
After this step you will know:
- who your brand is and what attributes need to be communicated outwardly
- which value propositions and positioning statements should be communicated across all material
- who your 'ideal customers' and what they think they need
- how your service delivery units and / or products deliver on those needs
A combination of qualitative and quantitative research methods would be deployed to achieve the outcome.
Initially the qualitative research and analysis will be focused on the ‘how' and ‘why' your stakeholders, consumers, supporters and staff are engaging with your organisation as a whole. Then a sample of consumers will contribute insight concerning your services or products. This will be conducted through a series of group discussions and interviews.
The quantitative research and analysis will be focused on the 'how many' and ‘when' your stakeholders, consumers, supporters and staff are engaging with your organisation, then how many and when they purchase your products and services. This will be conducted through a series of online surveys, questionnaires, and historical data analysis.
Value propositions summarise the benefits offered by a product or service to multiple market segments.
Positioning statements focus on the key benefits offered by a product or service to a single audience. The positioning statement is a subset version of a value proposition.
It identifies the target audience, the product and its category, a specific benefit, and its unique difference from the nearest competitor/s.
It is created as an internal statement that becomes the messaging cornerstone of an integrated marketing campaign.
- The outcomes of this phase are critical to the return-on-investment you can expect in the creative development of your brand.
- We will outsource this phase to a highly qualified Marketing professional
- We recommend Tricia Davis of Sandbox for this work
- A formal proposal of work will be presented to you by them
Phase 2 - Brand development
Step 1 - Current brand personality assessment
Your brand expresses itself to stakeholders, staff and consumers through internal and external communication material. Communication material carries your 'brand identity' which includes your logo, colours, imagery and voice. It also carries your positioning and value propositions to market. These will be expressed through taglines and key statements. Collectively the brand identity , the key statements and taglines create a personality.
If you have an existing business, a systematic examination of how it is currently communicated will be carried out.
Step 2 - Current brand personality positioning
We now carefully select a small group of like companies or organisations in your category and explore their brand personality in relation to yours. This enables us to identify brand attributes you can own and ensures that we do not create a copycat personality which will not allow you to position your company as a leader.
Step 4 - Proposed brand personality assessment
- We create a list of attributes we believe a most appropriate to your business and unique in the marketplace.
- We create a series of imagery that describes your organisation. A series of 'this' or 'not this' images.
Step 5 - Proposed brand story and personality mood board
- We define your brand in a 150 word story that encompasses your brand statements and describes the tone of voice of your organisation we will consistently use across outward facing media
- We create a mood board of images and statements that informs the new image style and tone.
Step 6 - Proposed logo and brand concepts
We design '3 logo and application concepts' which will skew your brand personality differently.
Concepts may express different combinations of personality traits. Eg. formal and traditional, formal with a nod to modern sophistication, or modern sophisticated.
Brand personality will be applied to mock stationery, a brochure cover, a web page and signage
If budget permits we will apply your brand personality to different service delivery or product brochure covers as well.
This step enables you to touch, feel and experience the personality of your business and gain valuable sign–off and buy–in with key decision makers.
Step 7 - Package your brand
It's now time to create an 'easily digested' package, we call it your 'brand toolbox'.
Your toolbox introduces your brand elements and personality to your staff and suppliers. It also gives them any digital logo files and brief usage guidelines, so that your brand images are consistently represented across all future applications.
The 'brand toolbox' will include your brand story, logo, colour palettes, tagline, imagery style, key statements, and example application.
Phase 3 - Brand Rollout
Brand rollout refers to the planning, design, development and delivery of your flagship communication pieces that deliver your brand to market.
From your website and social media pages to your business cards–every item delivers an targeted message and collectively tells the story of what your business 'stands for' – to customers, suppliers and staff.
Step 1 - Prepare to rollout
In the rollout phase we will be drawing on 'multiple creatively skilled' professionals including photographers, graphic designers, copywriters, website designers and programmers. We will also be co-ordinating print and online production processes. This is multi-step process and requires a project manager to see it through. Functions include:
- Communications material audit assesses the viability and effectiveness of each item
- Plan your essential communication items
- Assessment criteria for communication items
- Content plan for communication items
- Brief and budget development and production costs for each item
- Schedule of rollout with sign-off milestones and deadlines
- Coordination of rollout with sign-off milestones and deadlines
Step 2 - Rollout your key branding pieces
The initial phase of rollout is your flagship material.
- Launch invitation
- Business cards
- Email signature
- Media releases
- Social media pages
- Powerpoint templates
- Vehicle livery
- Brochures + flyers
Phase 4 - Monitor and evolve
Your brand will be easily evolved overtime with the market as it changes.
Brands we designed 15 years ago still carry the key visual brand personality but have evolved through the application of photography, headlines text and offers.
As we mentioned earlier the brand personality is multi-faceted.
The absolute must-not-change, often are a brand's mark or symbol/logo, primary colour palette, typography and tagline. The expression of the personally through imagery and storytelling should evolve in synch with the market you are communicating with overtime.
Yearly reviews are recommended, however substantial change to the voice, look and feel of your brand every year is not recommended.
We are available to review your brand as independent consultants if other creative businesses are continuing to produce your brand marketing material.
If we are producing your material at Blink we recommend a mini-audit to check your brand for consistency and market positioning.