Our Branding & Design Process

What is a brand?

There are lots of ways to explain a brand. Some focus on creating emotional connections with people while others look at on the holistic nature of the customer experience. While interesting in a cerebral sense, these abstract concepts are usually impractical when it comes to actively creating.

In the context of a digital design & marketing agency, we feel that reputation best captures the essence of a brand. Reputation can be either very general (e.g., “I really like that company”) or associated with specific areas of high visibility expertise (e.g., “they’re leading experts in incentive travel management”).

The second, focussed reputation around visible expertise is connected with receiving more referrals. Why you ask? The strength of a company’s reputation is directly related to the visibility of their brand within their target market.

When do you need to change or develop your brand?

Not all marketing efforts require a full branding process to be applied. If you are just releasing a new set of marketing materials, without changing your strategy or positioning, it’s unlikely you need to think about your brand.

Although not an exaustive list, times which require a re-brand or brand development process can inlude:

  • Repositioning your company to compete with new competitors in the marketplace
  • Merging companies with different brands
  • Launching a new company
  • Major changes in your strategy or company direction
  • The development or aquisition of a new competitive edge
  • The gain or loss of a high visibility member of the management team (ie a CEO, publically recognised spokesperson)
  • The launch of a significant new service or product
  • The refinement of existing services which have grown or shifted naturally over time
What are the stages?
Stage 2

Brand Identity

In this stage, we turn your brand into something tangible. Your brand identity includes many of the most visible elements of a brand and also set the guidelines on how the brand will be communicated to the world.

  • Brand voice guidelines

  • The creative brief

  • Brand assets, including: Your name, Logo, Tagline, Colours, Imagery, Writing style (tone of voice), Stationery & Collateral

Stage 3

Brand Tools

These are the tools you will need to promote your new brand. These tools equip you to increase the visibility of your brand and perceived expertise. Which tools you need will depend on how you plan to promote the visibility of your brand.

  • Your website

  • Mobile applications

  • Your business development toolkit including:
    Descriptions of your company, services, video introduction, signage, datasheets

  • A blog with excellent and relevant industry recognised content

  • Create an informative email newsletter

  • Industry relevant conferences or events

  • Conduct webinars led by experts

  • Social media applications

Stage 4

Brand Launch

Launching your new brand can affect the overall success of your strategy — You should treat this as two launches: one for your staff and another for the outside world. They are two very different audiences that require different approaches

  • Launching your brand to your team & staff:

    Communicate your new brand internally to educate your staff in advance of the external launch. Explain the reasoning behind the change, support it with research highlights to show that the branding process was grounded in reasoned facts

  • Launching your brand to the world:

    Interestingly your brands external rollout is less important than building your team and organisation’s support around your brand. The biggest value of the external launch is the ability to create focussed attention – even if it’s short lived.

    A new brand’s introduction to the world is a chance to make a good first impression. It provides a platform to declare your values, what has changed and why your company matters to your intended audience.

    You can approach an external launch in one of two ways:

    1) Launch your new brand with a fanfare, with press releases, a big reveal and even a brand launch event. 

    Or

    2) Roll out your brand slowly with little or no noise. In this way, parts of your brand may be developed over a period of weeks or months, and over time your brand identity takes shape.

    Which approach you choose is up to you. The first has more PR potential, but it requires building out much of your brand up front. The latter may feel anticlimactic, but it gives you the freedom to develop your brand in a lower-pressure, more natural way.

Stage 5

Brand Consolidation

Your new brand is only the beginning. You still have to change that brand into market value. Many companies make the mistake of putting all their effort into an expensive brand launch when that budget would be better spent on a long-term brand consolidation program

  • This strategy will require sustained effort over time. As a result, you’ll want to turn it into a formal plan, with a detailed calendar, assignments and specific goals. It’s even possible to measure many aspects of your strategy. That way you can measure the impact of your approach and make adjustments along the way.

Tell us about your company, and Start Your Rebrand Process Today