Transforming Brands for the New World
Branding isn’t what it used to be. The way people engage with a brand has changed dramatically. With the plethora of electronic devices connecting to one another – coupled with how people interact with their devices and other people – the landscape has been transformed forever. As a result, the old rules of brand governance no longer apply and need rethinking. Gone are the days of extremely rigid rules, tight regulations and scripted delivery.
Today’s successful brand requires the dexterity and freedom to adapt to organic conditions in order to make a connection. This however does not mean brand governance is irrelevant, it’s just that a more nuanced and flexible approach is now necessary.
It used to be simple. People would connect to a brand via a logo on a product, building, business-card, TV or printed piece. The brand was perceived for face value. It was what it was. Today’s brands are influenced by people and external forces that aren’t easily governed. The digital landscape has revolutionized the way we connect and participants have influence on how brands are perceived, with the power to “Like” or not. This has created new avenues of perception and opportunity.
At Space360, we understand these new realities. We create brands that are more than just names or symbols. We create brand personalities that connect and evolve within today’s complex eco-sphere. We create brands that live and breathe – that have personality and a story to tell – with a mission, purpose and promise. At Space 360, we transform brands for the new world.
Eight Steps To BRAND Exceptionalism
• Understand client, company – the short and long-term goals and vision.
• Speak with C-Suite and marcom executives concerning their visions.
• Consider products, services, and benefits that belong solely to the company – exclusive key benefits + differentiation markers.
• 360-degree analysis to conclude special/unique market contributions.
• Define the core reasons to choose the brand over another.
• The foundation for building a brand, is to determine the targeted audience(s) that will be focused on.
• Solidify a picture of your consumers, then create a brand identity that they can understand and relate to.
• Analysis of the core business segment/market segment and understand Marques used.
• Start to define a differentiation point(s) for the Brand… the unique selling proposition [USP].
• Consider visuals from the USP that may be incorporated into the design conceptions.
• To create and build target audience trusts, we discover what value a business provides.
• The mission statement essentially defines a purpose for existing. It will influence every other aspect of the brand building process.
• The most basic and arguably the most important element of brand building, is the creation of a company’s logo and tagline. The look and story.
• This graphic and line will appear on everything that relates to the business. It will become the face-forward calling card, and the visual recognition of your promise.
• Your voice is dependent on your company mission, audience, and industry.
• It’s how you communicate with your customers, and how they respond to you.
• A business voice should be:
- informative, etc.
• We help craft an intelligent, succinct brand message and storyline.
• The message is intricately associated with the brand, and conveyed in 1 to 2 sentences.
• Smart messaging goes beyond logo and tagline to define the key aspects of the who, what, when, where and how and why people should care.
• The brand should be visible and reflected in everything that customers and the public sees (and doesn’t see).
• Anything tangible – from business cards, to advertisements, exhibits, events, sales promotion, and packaging, to all online properties.