Branding decides your next life stage
Civilisation mostly comprises of instruments (tools, garments and words among them) humans initially devise to serve a purpose which then becomes secondary, irrelevant even, to the value of the instrument itself: architecture, for one, started out to protect us from the elements and from, perish the thought, our neighbours, to gradually become an ubiquitous sign of power, a temple for our myths, a feast for our eyes.
Brands are no different. They start as means to an end -better communication, more sales, longer life cycles- and they may evolve to objects of addictive obsession or to highly valued property. We strongly advise our clients to start from the beginning, to never attempt the leap from obscurity to world fame by the way of an “award winning” brand logo. It never happens. Here’s how brands can grow:
Before brands can raise a product or a service to any level of success, they need first to see those products or services properly launched to the target audiences they are primarily designed for. For this to happen, you need a well-designed project(-ile), a flight plan, a control room manned by a team of experts, a launching pad and lots of fuel. Almost literally!
Whether it is your first or the next one in a series of branded services or product lines, we can help you through the process. In the case of AUSoM, for example, besides the name, description and messages of the graduate medical studies programme itself, we created a separate website for the school, we helped form and coached the team of admissions and communication managers, we laid out a plan for social media and digital campaigns, and worked out the stage-by-stage funding of the launch. We even authored the welcome speeches! That’s full-scale!
Listen and respond
Listen and respond
Once out there, brands talk. With packaging on the shelves, with environmental graphics in offices and stores, with videos online, brands present their claims, their arguments and selling propositions, they talk. But, do they communicate? Do they unfold their personalities? Do they listen? No!
Unless you decide to support them with sales promotions, exhibitions, market surveys and, before anything else, with the web presence they deserve. Drawing on our experience we guide and support you with all of the above, they are, after all, extensions of the brand design itself. The web presence however calls for specialised skills: social media strategy, content creation, etiquette, hashtags, campaigns, monitoring and reporting, landing pages… the full monty!
We listened, we put a team of brilliant people together, and now social media and digital campaigns are integral part of our brand building services. In the mining industry, for instance, we broke new ground reshaping the web presence of Grecian Magnesite, which now stands out as a paradigm of how a large scale earth mover can benefit by the “small talk” in social media.
By leaps and bounds
By leaps and bounds
In most cases growth goes hand in hand with maturity. More products, wider range of services, more markets, more customers and consumers, more highly specialised professionals onboard, and the brand matures as it grows. Life though is rarely that one-directional! An M&A or business partnership suggestion, a request for private label for a big retailer, a discovery by your R&D people, any kind and number of opportunities may present themselves. You have to explore them. And be ready to leap forward!
We can be of help, as long as we are there working for your brand, day in day out. This is the real value of having us design the umpteenth adaptation of a packaging design or a new product data sheet: our readiness to throw in new concepts and prepare scenarios of your brand’s evolution the moment the opportunity arises. Confidentiality is secured, the costs for trying out new options are minimised, compatibility with current branding architectures or the need for change earnestly explored. Don’t miss out!