We provide and charge our clients for 2 kinds of branding services.

  1. The first is a brand strategy development, delivered as a useable written document. This involves identifying what they are (as a brand), what they should aim to be, and how they can get there.
  2. The second is a brand enhancement, delivered as ready to use visual identity system that includes logo variations, brand marks and a guide on how to use those visuals to build a visually consistent and impactful brand.

For both services, we always aim to educate and align the clients to our findings and creations and maximise satisfaction with the deliverables. This cannot happen if we don’t have a repeatable and reliable system for approaching branding projects. Whether is it brand strategy or enhancement, we usually approach these projects in about 4 steps.

How we approach most branding projects

We break the process down into four key steps:

  1. Brand discovery and positioning
  2. Brand strategy
  3. Brand activation
  4. Brand measurement

These steps are usually undertaken in order, although sometimes brand discovery and positioning can be done at the same time.

Brand discovery and positioning

The first step in the branding process is to understand the brand and its company. The brand should serve the company’s needs. Brand discovery is about understanding what your brand appears to, and should, stand for, where it sits in the market and what makes it unique, if at all. Brand positioning is about articulating your brand in a way that is clear, consistent and appealing to your target audience. Brand discovery and positioning usually involve a mix of market research, competitor analysis and customer insights.

For brand strategy development, we really focus most of our energy on this step because our advantage, as outsiders to the industry and company, is a bringing fresh perspective – on the company, competitors, who they serve and how the experience in comparison to other services in different industries. If we can’t value-add to the branding process from early on, it’s also important to ourselves and our clients that we are honest about it. It’s never too late to come back to a client when we can bring something to the table.

For brand enhancement projects, their current visual system (or lack of) can inform us of how attractive or clear their brand messages are conveyed to consumers. We look at how they compare with competitors, identify whether their messages are congruent with their services, and how we can enhance their operation and customer experience with good brand design.

Brand strategy

Using what we’ve discovered in the first step, we look for opportunities that can be leveraged by the brand and gaps in the market or customer journey that can be fulfilled by the brand. We go through a thought exercise on figuring out your brand values, your tone of voice and your visual identity so that it can be cohesive and simple to understand while addressing all newly discovered needs.

For brand strategy development, the insights presented here are geared towards unlocking a new paradigm for the business and capturing new grounds or creating a blue ocean of opportunities.

For brand enhancement, we bring all the visual elements together to consider if all of them are necessary, and what we can add and subtract to keep the elements useful to the marketing experience.

Brand activation

The third step in the branding process is to bring your brand to life. Brand activation is about making your brand visible and accessible to your target audience. It usually involves creating or refreshing your visual identity, developing marketing collateral and launching marketing campaigns.

  • For brand strategy development, this means putting the ideas to the test and using branding efforts to communicate the right messages to each target.
  • For brand enhancement, it can occur as a drastic overhaul, to retire old designs and implement new ones across different channels and platforms, like websites, social media, and offline applications.

Brand measurement

The fourth step in the branding process is to measure the success of your branding activities. Brand measurement is about setting KPIs, collecting data and analysing the results of your branding efforts. Brand measurement helps you to understand what’s working well and where you can improve. It also allows you to track your progress over time and make course corrections if necessary.

Branding perspectives

In talking about the 4 steps in our branding process, we haven’t addressed what actually helps with ideation; what should a brand do, look and feel like?

Make what is organic to the company and founders

On one side, there are those who believe a brand should be an extension of what your company already is or a reflection of the founders; this results in their marketing and communication feeling sincere, original, and honest. Branding from this perspective is an internal process that requires a lot of reflection and analysis. This could be considered the high-level, conceptual perspective of branding. Proponents also feel that it is the most clean-cut method of creating an unapologetic and original way to discover a brand identity.

Make what is acceptable and desired by the target audience

On the flip side, there are some that believe a brand should be what the company aspires to be; this is achieved by studying customer needs and wants and then developing a strategy to address them. Branding from this perspective is all about understanding and then tapping into emotions. This could be considered the low-level, tangible perspective of branding, but it is also a sincere way of creating brand-market fit. Branding from this perspective is often about customer service and creating an emotional connection with a company. Both perspectives of branding are essential for any company

The benefits of taking a holistic approach to branding

The danger of taking a one-dimensional perspective of branding is that it can result in a scattered or inauthentic brand. A holistic approach to branding takes the best of both approaches by starting with a solid understanding of what the company is and then using that foundation to build a brand that meets the needs of customers. This results in a strong, cohesive brand that feels both genuine and relevant. Who are you trying to reach with your branding? Knowing who your target audience is essential to tailoring your branding strategy so that it resonates with them. Consider factors like demographics, interests, and needs when defining your target audience. Branding can be a complex process, but following these steps will help you to create a strong, cohesive brand that resonates with your target audience.

Branding is the process of creating a name, identity and image for your company or product in the minds of consumers. Branding establishes the foundation for all future marketing activities, so it’s important to get it right from the start.

The impact of branding on digital marketing results

Branding sets the foundation for all of your marketing initiatives. A strong, clear brand strategy establishes guidelines for everything from your website design to the tone of your social media posts. Branding also establishes trust with potential customers and builds recognition for your business. Without a brand, the service and product become nameless and faceless generic solutions. Branding gives brands an opportunity to influence beliefs, inspire behaviours and shape the identities of consumers. While branding activities and services are important, they aren’t always applicable to all businesses at all times.

All branding projects differ in scale and purpose

Branding projects differ in scope, from a complete rebranding effort to a limited project like developing a new logo.

Startups and small companies approach branding projects differently from large mature brands. After doing so many different branding projects at varying scales, it becomes predictable that branding for a small company is about creating awareness and building recognition for the business so as to lead to short term conversions. On the other hand, large brands with household name recognition focus their branding efforts on maintaining their position in the market.

This makes practical sense. For a small business, your own branding project or marketing efforts vis a vis your competitors’ are unlikely to influence the market significantly. It is the limited consumers that you have a direct impact on who will experience your efforts. Until the brand’s presence becomes sticky in the consciousness of a large number of consumers, brand efforts should really concentrate on converting those at the bottom of your funnel.

For larger mature brands, a branding project is more about maintaining the already high level of awareness and perceptions that consumers have about the brand. Branding at this stage is a game of fine-tuning, ensuring that the brand is still relevant and appealing to target audiences and that it is differentiated from competitors.

Start now and don’t stop

The process of branding can be a complex and daunting task, but it is essential to get it right from the start. Branding sets the foundation for all future marketing activities, so it’s important to take a holistic approach that takes into account the needs of your target audience. By following these steps, you can create a strong, cohesive brand that resonates with your target audience.

We provide and charge our clients for 2 kinds of branding services.

  1. The first is a brand strategy development, delivered as a useable written document. This involves identifying what they are (as a brand), what they should aim to be, and how they can get there.
  2. The second is a brand enhancement, delivered as ready to use visual identity system that includes logo variations, brand marks and a guide on how to use those visuals to build a visually consistent and impactful brand.

For both services, we always aim to educate and align the clients to our findings and creations and maximise satisfaction with the deliverables. This cannot happen if we don’t have a repeatable and reliable system for approaching branding projects. Whether is it brand strategy or enhancement, we usually approach these projects in about 4 steps.

How we approach most branding projects

We break the process down into four key steps:

  1. Brand discovery and positioning
  2. Brand strategy
  3. Brand activation
  4. Brand measurement

These steps are usually undertaken in order, although sometimes brand discovery and positioning can be done at the same time.

Brand discovery and positioning

The first step in the branding process is to understand the brand and its company. The brand should serve the company’s needs. Brand discovery is about understanding what your brand appears to, and should, stand for, where it sits in the market and what makes it unique, if at all. Brand positioning is about articulating your brand in a way that is clear, consistent and appealing to your target audience. Brand discovery and positioning usually involve a mix of market research, competitor analysis and customer insights.

For brand strategy development, we really focus most of our energy on this step because our advantage, as outsiders to the industry and company, is a bringing fresh perspective – on the company, competitors, who they serve and how the experience in comparison to other services in different industries. If we can’t value-add to the branding process from early on, it’s also important to ourselves and our clients that we are honest about it. It’s never too late to come back to a client when we can bring something to the table.

For brand enhancement projects, their current visual system (or lack of) can inform us of how attractive or clear their brand messages are conveyed to consumers. We look at how they compare with competitors, identify whether their messages are congruent with their services, and how we can enhance their operation and customer experience with good brand design.

Brand strategy

Using what we’ve discovered in the first step, we look for opportunities that can be leveraged by the brand and gaps in the market or customer journey that can be fulfilled by the brand. We go through a thought exercise on figuring out your brand values, your tone of voice and your visual identity so that it can be cohesive and simple to understand while addressing all newly discovered needs.

For brand strategy development, the insights presented here are geared towards unlocking a new paradigm for the business and capturing new grounds or creating a blue ocean of opportunities.

For brand enhancement, we bring all the visual elements together to consider if all of them are necessary, and what we can add and subtract to keep the elements useful to the marketing experience.

Brand activation

The third step in the branding process is to bring your brand to life. Brand activation is about making your brand visible and accessible to your target audience. It usually involves creating or refreshing your visual identity, developing marketing collateral and launching marketing campaigns.

  • For brand strategy development, this means putting the ideas to the test and using branding efforts to communicate the right messages to each target.
  • For brand enhancement, it can occur as a drastic overhaul, to retire old designs and implement new ones across different channels and platforms, like websites, social media, and offline applications.

Brand measurement

The fourth step in the branding process is to measure the success of your branding activities. Brand measurement is about setting KPIs, collecting data and analysing the results of your branding efforts. Brand measurement helps you to understand what’s working well and where you can improve. It also allows you to track your progress over time and make course corrections if necessary.

Branding perspectives

In talking about the 4 steps in our branding process, we haven’t addressed what actually helps with ideation; what should a brand do, look and feel like?

Make what is organic to the company and founders

On one side, there are those who believe a brand should be an extension of what your company already is or a reflection of the founders; this results in their marketing and communication feeling sincere, original, and honest. Branding from this perspective is an internal process that requires a lot of reflection and analysis. This could be considered the high-level, conceptual perspective of branding. Proponents also feel that it is the most clean-cut method of creating an unapologetic and original way to discover a brand identity.

Make what is acceptable and desired by the target audience

On the flip side, there are some that believe a brand should be what the company aspires to be; this is achieved by studying customer needs and wants and then developing a strategy to address them. Branding from this perspective is all about understanding and then tapping into emotions. This could be considered the low-level, tangible perspective of branding, but it is also a sincere way of creating brand-market fit. Branding from this perspective is often about customer service and creating an emotional connection with a company. Both perspectives of branding are essential for any company

The benefits of taking a holistic approach to branding

The danger of taking a one-dimensional perspective of branding is that it can result in a scattered or inauthentic brand. A holistic approach to branding takes the best of both approaches by starting with a solid understanding of what the company is and then using that foundation to build a brand that meets the needs of customers. This results in a strong, cohesive brand that feels both genuine and relevant. Who are you trying to reach with your branding? Knowing who your target audience is essential to tailoring your branding strategy so that it resonates with them. Consider factors like demographics, interests, and needs when defining your target audience. Branding can be a complex process, but following these steps will help you to create a strong, cohesive brand that resonates with your target audience.

Branding is the process of creating a name, identity and image for your company or product in the minds of consumers. Branding establishes the foundation for all future marketing activities, so it’s important to get it right from the start.

The impact of branding on digital marketing results

Branding sets the foundation for all of your marketing initiatives. A strong, clear brand strategy establishes guidelines for everything from your website design to the tone of your social media posts. Branding also establishes trust with potential customers and builds recognition for your business. Without a brand, the service and product become nameless and faceless generic solutions. Branding gives brands an opportunity to influence beliefs, inspire behaviours and shape the identities of consumers. While branding activities and services are important, they aren’t always applicable to all businesses at all times.

All branding projects differ in scale and purpose

Branding projects differ in scope, from a complete rebranding effort to a limited project like developing a new logo.

Startups and small companies approach branding projects differently from large mature brands. After doing so many different branding projects at varying scales, it becomes predictable that branding for a small company is about creating awareness and building recognition for the business so as to lead to short term conversions. On the other hand, large brands with household name recognition focus their branding efforts on maintaining their position in the market.

This makes practical sense. For a small business, your own branding project or marketing efforts vis a vis your competitors’ are unlikely to influence the market significantly. It is the limited consumers that you have a direct impact on who will experience your efforts. Until the brand’s presence becomes sticky in the consciousness of a large number of consumers, brand efforts should really concentrate on converting those at the bottom of your funnel.

For larger mature brands, a branding project is more about maintaining the already high level of awareness and perceptions that consumers have about the brand. Branding at this stage is a game of fine-tuning, ensuring that the brand is still relevant and appealing to target audiences and that it is differentiated from competitors.

Start now and don’t stop

The process of branding can be a complex and daunting task, but it is essential to get it right from the start. Branding sets the foundation for all future marketing activities, so it’s important to take a holistic approach that takes into account the needs of your target audience. By following these steps, you can create a strong, cohesive brand that resonates with your target audience.