Newborn Brands
Branding decides your next life stage
Newborn Brands
Newborn Brands
Contrary to childbirth with all its genetic and social variability, new brands should be the outcome of reason and planning, not of chance. The less ill-considered, mimicking or untimely, the better their life prospects will be. In our long years of working with companies and entrepreneurs, we have seen thousands of brands in various life stages. For a good number of them Colibri was there from their conception.
Preparedness
Preparedness
People may think they are, but not every corporation, institution or person is ready to parent a brand. They must first understand and exercise principles such as mission, values, consistency, community building, market understanding, among many others. A well developed corporate branding, for instance, may lead to successful consumer brands. All companies however big or small, old or new, need guidance to optimise their preparedness for branding.
Strategy
Strategy
Biological clocks and the number of eggs in your ovaries have nothing to do with brands. If you are a good trader your time for giving birth to a consumer brand named after your company may never come! Companies, whether spinoffs or well-established in their markets, need to plan well ahead and planning means options to choose from: an all-purpose brand or an architecture of corporate and consumer brands, a sub-brand approach or a family of independent brands, a love brand or a number of flexible brands to suit different market needs? Just a few of the strategies we present our clients with, before they choose the name, the personality, the perspectives of their newborn brands.
Upbringing
Upbringing
For the vast majority of people giving birth and nurturing the newborn is responsibility enough -the rest will be taken care of by society and its institutions: traditions, religion, public education, the kinship, the “hood”. That doesn’t work for brands! Even for those rare brands that start their life fully equipped with a brand name, a brand logo, a tag line, a number of essential visual applications, a narrative and a tone of voice, a set of values and icons, and a brand manual on top of everything else, upbringing is a long and arduous process. Colibri never shies away from that process. We are there for the duration!
