SERVICES (& DEFINITIONS)
Below are some of the strategic services we offer and our definitions of these terms.
BRAND DEVELOPMENT
Brand development is the term used to reflect the overall task of creating and nurturing the intellectual and philosophical DNA, core themes and ideas that sit at the heart of the organisation: responsible for establishing the culture and behaviours as well as leading the product development & communications strategy.
In the process of brand development this thinking is distilled into a platform or proposition that captures what the business wants to be known for and understood as – within their sector and society at large. It is supported by a core set of values, hallmarks and principles that can help to embed the ideas culturally within the DNA of the business so that it flows throughout all aspects of the organisation.
BRAND ARCHITECTURE
Brand architecture is the process used to help companies structure the products and brands within their portfolio in a manner that can facilitate effective navigation and understanding for the various audiences.
Developing the optimal brand architecture system gives a company the freedom to develop its business in an entrepreneurial manner (adding new products, going after new markets, etc) and the ability to leverage its existing brand equity in order to grow, whilst maintaining an overall coherence that protects the value of its existing brands.
BRAND IDENTITY
Brand identity refers to the externally facing elements of the brand – the name, logo, colours, fonts, graphics, imagery, messaging, tone of voice, and so on, that together reflect, symbolise and communicate the brand, providing cues to the company’s points of difference, what it stands for and wants to be known for.
The process for creating these elements blends what is ‘true’ of the organisation (and therefore will be deliverable and believable), together with what is attractive to the target audience, to create a coherent internal and external narrative. The output is an identity ‘system’ through which all forms of communication and all consumer touch points should flow.
BRAND EVIDENCE
The brand evidence refers to what a company is ‘doing’ (as well as how it looks and what it says) that supports the brand DNA, its values, ethos and spirit – everything it wants to be known for.
There needs to be real evidence of the brand DNA, the philosophical position, values and ideas that the company holds – born out through brand-led projects, initiatives and activities – for audiences to engage deeply and for the brand to genuinely stand for something in their minds. In many ways this is the hardest part for businesses, but done right, it’s the most powerful and significant way to genuinely lead through leveraging the power of the brand.