Branding: Weaving your brand through organisational tapestries

WHY BRAND PURPOSE IS IMPORTANT?

Let’s start with Brand purpose.

1. A brand must deliver a product, which achieves business goals and benefits society as a whole. In this new era, customers, investors and executives know that a brand must have purpose. It must have a reason for being beyond making money.

1. Brand purpose can help build better relationships between a brand and its consumer and investors. Understanding your brand purpose is a key part of our strategic immersion services and developing it through brand communications is fundamental to your future success.
2. A unique brand purpose can differentiate your brand from competitors. It’s part of everything you do, so will be woven into your visions, values, culture and company missions.

Working with your Human Resource, Brand and Marketing teams we can help weave a brand purpose tapestry that people truly believe in, want to be part of and champion, by ensuring it is embedded within your brand language and part of your everyday conversations with everyone.

86% of B2B companies recognize purpose as important to growth, but they are still working out how to implement their purpose so that it influences business and social outcomes.

Only 24% said purpose is embedded into their business to the point of influencing innovation, operations and their engagement with society. (Carol Cone 2020)

CREATING A DISTINCTIVE BRAND IDENTITY

In an increasingly complex and competitive global marketplace it’s increasingly important to create an identity that is distinctive and representative of your values and purpose to enable your company to cut-through the mass of advertising, be recognised for being the purposeful better brand and ultimately convert and retain consumers, better than your competitors can.

A sensible starting point is understanding how you are currently perceived and how visible and resonant your brand is compared to your competitors. Your consumer research agency may have already conducted these perception audits as part of your strategic reviews and your marketing team will have provided analysis of marketing campaigns to understand consumer response to current brand campaigns. Your HR team will have polled employees on their views on whether the brand reflects their values and is engaging and inspiring.

The combined outcome of your analyses is that we are able to develop a visual, statistical, sentiment and physical assessment of how your brand is perceived, performs and its place compared to your competitors. When combined with your business and beliefs objectives, we have the basis for a solid brand design brief.

From this brief we will design the visible elements of your brand that identify it and distinguish it from competitor brands. A cohesive identity that wholly reflects the personality and purpose of your organisation, which will enable you to build a positive brand image. And a language that encourages audiences, from customers to investors, to buy-into your brand image.

We develop the brand design through multiple media formats, create future campaigns and compare these campaigns to the visual benchmarking exercise. This enables everyone to see the brand in comparable real-life scenarios. We also advocate that brand design routes are tested internally with employees and externally, if the project scope allows, with consumer focus groups or even in some online campaign activity. 

We will produce a full suite of brand guidelines to enable all partners to understand why and how the brand is implemented. We can help deliver those onboarding sessions internally and externally. 

There are many brand agencies and many brand implementation agencies. There isn’t one agency that does both as expertly as we do. So, once your brand identity is developed, we are very well placed to support the delivery through marketing and mobilise its physical implementation, across the globe.

CAMPAIGN PRODUCTION

You know your place. You know your purpose. Now, let’s campaign, engage your audiences and compete to win and own that place.

Working with your product, marketing and brand teams we will develop compelling creative campaigns, honed to places, tailored to people and loaded to perform, enabling your brand to have multiple mission campaigns running simultaneously, dialling them up and down, being everywhere you need to be, always elevating why you are the better brand.

You know your place. You know your purpose. Let’s campaign and engage your audiences.

With our network of production partners we will create hyper-localised and hyper-personalised campaigns, creating high quality, engaging content for all your audiences. We can create campaign content across the full spectrum of media, from TV, digital, press, OOH through to video vignettes of internal company champions and external brand influencers.

Our media partners can help plan how best to land these stories to maximise awareness and optimise engagement and we can work with your marketing and sales teams to ensure that the campaign objectives are planned to deliver the right level of economic performance at the right pace.

The campaign for a better brand begins here.

MANAGING YOUR PHYSICAL BRAND

Visibility matters. In a hyper-digitalised world, real world visibility is often over-looked and opportunities to position and promote brands are missed.

We can conduct a full audit of your current brand, where it is and where it isn’t, making recommendations on how to optimise visibility on a sequenced, efficient and economical basis that fit with your strategic brand programmes.

We blend digital, desktop and onsite surveys, pinpointing the exact the type, location and condition of every branded asset. This data is carefully captured into a Brand Asset Management system and analysed to provide the planning blueprint for your rollout.

Our detailed reports provide the foundation for your brand implementation.  They also leave you with a legacy asset management system that can be easily maintained and kept for future use in brand management and mobilisation.

If we’ve developed your brand, we will have created this legacy asset management system for you. 

In some client cases, the master-brand has already been developed and our role is to then work from the guidelines and extend the brand into new product services and new markets.