What’s the bright idea?
We start with your brand proposition. It's a short statement that set-out what you do in a language that everyone understands.
Many branding processes fail to clearly state the brand proposition, or it gets lost in branding-bloat. Most organisations struggle to communicate what they do consistently, even at board-level.
It's job-1 of any branding process to communicate what the brand does in a way that makes sense to all internal teams, not just marketing.
This is our starting point, the brand proposition. We work together to create a short statement that everyone can get behind and understand, no jargon.
What’s new about it?
Hand-in-hand with the brand proposition is the brand USP. We focus on what’s new or different. Is it faster, smarter, cleaner, healthier, cheaper?
The magic ingredient is 'difference' — the ability to define yourself as something other than your competitors.
What’s the thing customers value most?
This is about understanding what customers value and aligning your brand to their needs. For example, if it's about 'low cost' then every manifestation of the brand, from design to messaging, should re-enforce this value.
Successful brands consistently communicate their shared value to customers, whether it's design (eg. Apple), service (eg. John Lewis), safety (eg. Volvo), cost (eg. Ryanair), convenience (eg. AmazonPrime), etc.
What's your thing?
We have over twenty years experience working for global brand consultancies in London and New York. Our mission is to make the branding process less complicated and more relevant to our clients.
We’re based in London, working with clients globally, from car sharing and crowdfunding to citizen identity.
