Branding is about the total customer experience. It includes the obvious things – like your logo, tagline, website, signage and stationery – and it also covers the not-so-obvious things, such as your values, back story and language style. Think of it as the entire customer journey, from first glimpse to fervent loyalty. Getting branding right is the single most important thing you can do for the marketing of your business.
To hit the nail on the head every time, we develop brands based on customer needs and competitive opportunity. It’s a process that starts with understanding the customer journey, continues with identifying your advantages compared to the competition, and finishes with development of the brand assets you need to meet (and hopefully exceed) your business objectives. Successful branding is a judicial balance of business science and design creativity.
You might have an existing brand that is past its ‘best before’ date, or you may be starting from scratch with a new brand. Either way, our Brand Chemistry is a market-proven process for formulating the strategy that comes before the design work. You can expect to be included every step of the way, because your knowledge and experience are vital ingredients in the exercise. By being part of the voyage, you can share the satisfaction of arriving at the best outcome.
To make sure we get your brand strategy right, we use our market-tested brand discovery process: Brand Chemistry. When complete, it provides you with the essence of your brand and acts as a design brief for creative work to follow. It also helps you to evaluate creative outputs and keep future outputs ‘on brand’.
If the Brand Chemistry process points to the need for a new name for an existing brand, or if you have a new product, service or company that needs naming, our creative team will explore all the options. The discovery process will follow a number of themes and streams, so you can be certain the shortlist we present will be rich with likely contenders. Our naming process is guided by your Brand Chemistry, which revolves around your target customer types.