Laying the foundations
Any visually remarkable brand should be built on strong conceptual foundations. That may seem obvious, but in amongst a technicolour world of logos, iconography, imagery and other key deliverables, it can be easy to lose track of why a brand refresh is happening and who it’s targeted at.
For us, immersing ourselves in your world starts right at the beginning. From the first stages of Discover, we lift the lid on your business to uncover themes, soundbites and a deep understanding of your organisation through the eyes of internal and external stakeholders.
It’s at this point that we start to get a clearer picture of perceptions and points of view. We begin to unearth some of the things that make you special, as well as gain an understanding of your competition and the wider industry landscape. Depending on time scales, budgets and feasibility, this is usually a combined programme of research, interviews and questionnaires. We also include a leadership workshop which helps to identify and challenge assumptions.
The outcome of all of this is a strategically valuable Discover Report which translates business, service and market insight into opportunities and recommendations for your new brand.
A critical part of any brand process is meeting the brand where it lives and, more often than not, where it was born. Traditionally called the factory tour, this means experiencing the brand in the real world. Not all brands are made in factories, of course, some brands may have less tangible products; for others, the physical buildings are the brand. Whatever the case, we always try to visit the brand on its home turf.
For property developments, we might see the building work and visit the surrounding area to soak up the atmosphere. For major developments we’ve been known to stay near them for a week, getting an authentic feel for what life will be like living there. In other cases we’ve visited lighthouses, workshops, bottling plants, docks, offices, supermarkets, warehouses and glass working museums.