branding

The brand is the ‘family jewels’; it is precious beyond measure. Yet its equity can be squandered relatively quickly. We understand that a brand is the “sum total of everything that has ever been said by or about a product or service”. So our first priority is to assess your brand’s current components.

If two companies offer absolutely comparable products, it is the one with the stronger brand that will make the sale. It can take years and a substantial investment to develop a brand to its potential. And it can be destroyed overnight equally by an ill-advised communications program or by a product introduction that misses in terms of tone.

Our process beings with “brand archaeology;” we interrogate the brand until it confesses its strength. With this input we will collaboratively make decisions about whether the brand requires evolution or maintenance, what aspects need strengthening or dialing back.

We produce a brand platform and a brand standards guide, get buy-in from all constituencies, and then we literally police, internally and externally to make sure we have compliance.

A brand’s strength is achieved through consistency. Every message must reinforce the overall brand promise, correlating the style, tone and feeling of every communication with the brand.