Brand New

Get the best possible start to your new venture

So. You have a great idea for a new company, or a new product. Your finances are pretty much in place, and you are raring to get started. But how do you take that next step? How do you take your idea to market? How are you going to convince your audience you are the answer to their needs?

Clear-cut branding is essential

The answer is as simple as it is complex. You have to give your audience a clear choice. Make unequivocally clear who you are, and what you stand for. Every organization is a unique combination of values. In these days of murderous competition, a transparent identity and clear-cut branding are essential. And that is more than just a logo.

Identity first

By defining organisational character and DNA, and the associated core values, together we can develop a definition of your identity. The resulting brand is then packaged and given a voice. Research of the competition reveals market positioning. And only then do we go to market.

Brand New – the process

Understand

First, we have to develop a good understanding together of two things: who you are, and why you are starting this company or initiating this project.

‘Who you are’ is the basis, so we need to spend some time here. Every organisation has a unique character – a unique identity. We need to discover yours. Even though you may just be starting out, and therefore don’t have a historical story to rely on, we need to talk about the personality behind your new idea and the organisation that is going to introduce it.

In a visualisation workshop we’ll define your character and your DNA – your core values. This is the foundation for your brand. The better we identify your character, the truer your communications will be. And the truer your communications, the easier it is for your audience to make a choice. To choose you.

Who equals do

Next, we address why you are starting this company, or initiating this project. This needs to be in line directly with your DNA. Like people, your values determine your actions. If, for example, you have defined ‘emotional’ and ‘carefree’ as part of your DNA, marketing a computer program for creating tax returns will be tough in terms of credibility . Ultimately, ‘who’ you are determines what you ‘do’. This is the start of the brand alignment process in which we align processes, marketing, internal communications, etc. to the brand. Here we will likely also create a brand or product positioning statement. The aim is to constantly load your brand with reinforcing actions to continuously give it a deeper meaning. Together with your DNA, this will help determine whether marketing decisions are in line with and reinforce your brand.

We now determine how deep we want to go into the branding process. We want to determine how we are going to shape and communicate the new brand, and what we are going to use to do so.

Using your identity, DNA and positioning statement, a creative workshop with participants from all key levels of your organisation can address issues such as tone of voice, visual identity, logo creation, corporate behaviour, communications media and formats including social media, websites (functionality) and the brand manual. Other related topics may include HR, office interior and layout, etc. There is no real limit to how deep one can go – the deeper the better, of course, as it will increase your brand saturation.

With the takeaways from the creative workshop, we enter the development phase. In close consultation with your creative and management teams, we use a range of specialists to create the materials needed.

Now that we have the material defined and created, a media plan determines our roll-out. Depending on your organisation and the need for both internal and external communications, this may include community building. Questions include which target audiences, which media, (online) advertising, etc.

It is an exciting process, one in which I have extensive experience. Let’s get this show on the road together and get you to market with the greatest chance of success. Get in touch here…

7 reasons for a strong brand

    1. Improves recognition
    2. Creates trust
    3. Supports marketing efforts
    4. Motivates employees
    5. Generates revenue
    6.  Builds financial value
    7. Generates new, loyal customers

“If people believe they share values with a company, they will stay loyal to the brand.” – Howard Schultz, Starbucks CEO

Want to know more?

Contact me here..