The Rebranding Process!
Branding develops over 5 phases, each a critical step in the process. Authentic brands are born from a thorough and methodical process. By taking the time to do each step right you’ll reap the rewards of rebranding for years to come.
01: Research
Comprehensive research and analysis is the foundation of any successful branding process. The gathering of evidence and impartial observations of the market landscape provide the reference points that allow us together to make informed decisions throughout the branding process. To become a market leader, it is essential to have a thorough understanding of your competitors positions, your position, where you stand in the competitive landscape and where the opportunities are.
Market Landscape Analysis
> Internal Brand Research
> Customer Research
> Brand Audit
02: Strategy
Built upon the foundation of the research phase, the strategy phase is the evaluation of strategic opportunites and development of the brand framework. It is here we distil and define the brands core attributes, the purpose and values which become the guide and point of reference for all ongoing initiatives. The result is a formalised account of core messaging, key differentiators and strategic positioning of the brand towards future growth.
Brand Strategy
> Brand Positioning
> Brand Architecture
> Brand Messaging
> Naming
> Tagline
03: Identity
Built upon the foundation and framework of the previous two phases, the identity development is where the brand comes to life.
Far more than just a logo, your identity must be a visual distillation of your brands DNA – an authentic, distinct and unified visual language that boldly represents your brand across all touchpoints. It should foster immediate recognition and preference with your customers. Ultimately, it’s the media that connects you to your customers, conveying your brand in a way that resonates, appeals and engages.
Colour, typography, imagery and iconography are each thoroughly explored until uncovering a recipe that perfectly conveys your brand essence and story.
Logo
> Identity Suite
> Colour Palette
> Typography
> Iconography
> Image Style
04: Expression
Expression is the development of all of the brand assets and media through which your brand engages with its audience. It includes your website, marketing collateral, photography, copywriting, signage and so on. Every touch-point should be a compelling and engaging representation of your brand identity regardless of medium.
Your brands expression is an interplay of visual and verbal language that clearly communicates your brand’s ethos. The visual element of the brand expression aligns design components with brand personality, ensuring consistency and authenticity. The verbal component comes in the form of messaging—copywriting and content that precisely communicates your differentiating value.
Together the visual and verbal captures and engages your audience and comes to life in touchpoints across the spectrum—digital and print, photography and video, mobile and social.
Websites
> Copywriting
> Photography
> Collateral
> Packaging
> Signage
> Environments
> Stationery
05: Alignment
Alignment is a continuous process. It’s the means of ensuring every brand expression and touch-point is continually both up to standard and true to the core of the business and brand.
Beginning with the development of brand guidelines and brand book–that summarises and captures the brand values, purpose and also covers what this means in terms of practical application–it provides quick reference and guidance to assist your team in upholding and championing your brand values and message.
Creative Dept’s ongoing services for the implementation and management of your brand ensure you get the most out of your investment. Having developed the brand, we understand it to the core, so you can be confident we’re most qualified to oversee its assets and execute its communications.
> Brand Guidelines
> Brand Rollouts
> Brand Training
> Brand Management
> Ongoing Services