Brand induction, training and workshops
‘Brand’ means different things to different people. To us, it refers to the identity of a product, service, or organisation. It encompasses every message, whether intended or not, conveyed by the organisation, product, or service – from the name, sign, symbol, colour palette, and strapline, through to the tone of voice and body language of employees. We help organisations through the process of understanding what their brand currently communicates in order to collectively steer it in the appropriate direction.
Brand positioning
The discipline of brand positioning refers to the practice of creating a ‘look and feel’ (including imagery, identity, and language) that exists in the mind of the target audience. The style and tone of communications should always fit with the organisation’s personality (rather than the marketer’s mood), while being appropriate for the audience.
Corporate identity and visual language
Every organisation has a personality – whether it be ‘whacky’ at one end of the spectrum or ‘dull’ at the other. The foundation of portraying an organisation’s desired identity begins with understanding the idea of ‘who’ the organisation is. A person can verbalise their thoughts about who they are, which enables them to visualise these descriptions. This principle is precisely the same for organisations.
Brand communication audits
Every employee of an organisation will bring their own je ne sais quoi when they walk into the building. And rightly so – within reason. The core brand values of an organisation should be upheld across the enterprise, from the way the phone is answered, how compliment slips are used, through to tone of voice of marketing messages. A communication audit will show the degree to which the whole range of communications maintain consistency.
Brand promise and proposition
The degree to which a customer trusts an organisation correlates directly to the success of that organisation. The brand lets the customer know who the organisation will be, and what it will do. The entire marketing mix should, of course, reinforce the promise the organisation wants to make.
Vision, values and behaviours
Clarifying the mission or promise of an organisation enables the development of brand proposition. The vision and values of the brand can now flow from here. If the purpose of a particular brand is, say, to enable its customers to improve its bottom line, then brand values such as efficiency, productivity, or innovative thought will be appropriate.
