expertise

OUR EXPERTISE

from chaos to clarity

Brand
Strategies

Brand strategies for change and alignment, mergers and acquisitions, brand development and business growth.

The brand strategy ultimately informs brand architecture, names and visual identity including brand logo.

Brand Strategy

Includes:

Audience – profile and motivations
Our Brand Strategy Pyramid® which helps clarify areas such as Core Values, Brand Essence and Key Proof Points
Vision and Mission

Brand
Architecture

The structure, hierarchy and relationship between brands – endorsed, monolithic, invisible.

Brand Names

Clear (read, repeat, write, share)
Compelling (memorable)
Available (URL, social)
Relevant (to the strategy)

BRAND LOGO and
VISUAL IDENTITY

Creating a visual representation of the brand strategy. More than just a logo!

MARKETING
strategies

The ‘game plan’ where we bring the brand strategy to life and prepare the marketing activation.

Includes:

Market Analysis
Key Objectives, Strategies and Initiatives
Measures of Success

COMMUNICATION
strategies

Comprehensive and clear communications programs and initiatives to deliver the strategies.

Key Messages – what to say
Key Communication Channels – where to say it
Timing – when to say it
Writing – wordsmithing key messages according to audience and channel
Content Management – creating relevant content with specific tactical partners who are experts in their field: public relations, media, info graphics, photographic, video content…

BRAND
MANAGEMENT

Ongoing care and management of the brand and marketing.

Brandswell can be:

Hands on – we manage your brand and marketing.
Hand holding – we chaperone you managing your brand and marketing.
Hands off – we are your strategic sounding board as you implement the plans.

our methodology

investigate – interrogate – insights

Unique to Brandswell is our intensive and extensive stakeholder consultation, referred to as our ‘interrogation phase’, to ensure alignment across partners and support for significant change. We recommend participation from the four C’s:

Collaborators

Supporters of the process, with empathy for the inherent value in the objectives,

Cynics

Those who question whether something will happen or whether it is worthwhile,

Critics

Those who covertly or overtly express an unfavourable attitude to the project,

Creatives

Those who share good ideas and enthusiasm for change, however may not have considered the overall strategy.

This consultation includes interviews (individuals/pairs), workshops and surveys.

In addition to this stakeholder consultation Brandswell utilises thorough analysis of existing research and further desktop research to understand the marketplace and audiences (local and global) as required.

BRAND + STRATEGY

objectivity – strategy – creativity

A brand is the collective experiences of attributes, tangible and intangible, which, if managed authentically, create value.

A brand strategy is the blueprint of the brand, and ensures the authentic delivery of the brand promise throughout its relationships.

At every touch point your business reflects your brand.

Therefore we must define your brand through a strategy (plan) and consistently present it – through the staff, the audience experiences and all the behaviours, products, services, communications and marketing.

By defining the brand you create alignment, consistency and focus.

The brand strategy will bring objectivity to decisions and clarity.

Through consistent brand communications you can build reputation, awareness, differentiation, influence and value; and realise your business ambitions.