Our clients seek our advice when they need to solve an array of complex branding problems. The list is diverse. Our approach is consistent.
First we clarify the problem the client wants us to solve. We then go away and think. Deeply. This usually entails obtaining insights. When combined with our experience these insights enable us to develop a range of solutions. We pull these apart. We challenge them. We test them. Once we’re happy we help our clients implement the advice we have given. Our work isn’t done until this happens.
Some clients are under pressure to solve a brand problem, quickly. They need answers. Now. If that’s the case, that’s what we’ll provide. Other clients want us to solve a problem and share how we’ve done it. In that case we mentor our clients through a project. It takes longer but the value delivered is greater. They don’t need to come knocking twice.
What types of questions do our clients need answering?
- If our brand isn’t our logo, then what is our brand?
- How can I rectify poor brand performance?
- Where do I start with digital branding?
- How can I use mobile to enhance my customers’ brand experience?
- We’re being sucked into price-based competition. How can a brand help improve margins?
- What should our brand strategy be?
- How can I differentiate my brand through emotive experiences?
- How can we engage our employees, customers and other stakeholders with our brand?
- How can we bring our brand to life through design, communications, employee behaviour or multisensory cues?
The brand advice we provide is frequently informed by advanced research methods.
This could include using statistical models that will help focus brand budgets on activities that matter like sales, relative satisfaction or recommendations. This gives our advice objectivity, credibility and clout. Sometimes hard data won’t do. A softer touch is required. If that’s the case we use mobile phone video diaries, focus groups, projective techniques or informal observation and ethnography to get under the skin of things. This provides rich contextual insights.
We’re equally comfortable with qualitative or quantitative methods. Sometimes we combine the two. It’s the method that fits the research brief. Not vice versa. Either way we’ll share the results in a straightforward way and won’t blind you with science.
What types of questions do our clients need answering?
- Which parts of my brand experience drive customer choice and revenues?
- How do we objectively understand our brand positioning?
- Will an increase in brand loyalty or brand awareness help me charge price premiums?
- Where should we use digital to enhance the experiences we deliver?
- How do we measure brand performance?
- How do our customers feel about our brand?
- How can I segment my market objectively?
- Which segments deliver the greatest customer lifetime value?
- How can we measure employee engagement?
- Which brand should our new product sit under?
- Why aren’t customers engaging with our brand on social media?
- How can I demonstrate our brand is driving financial performance to my sceptical CEO?
Our Brand Education programmes develop our clients’ brand marketing capability in practical and interactive ways.
Some of the education programmes we deliver include: brand strategy, services branding, brand planning, place branding, brand metrics, brand management, branding for HR professionals, employer branding, segmentation, brand positioning, multisensory branding, experiential branding, brand insights and customer profiling. It’s also common for us to work closely with clients to develop bespoke in-house programmes tailored to their specific needs.
To deliver our Brand Education programmes we use a variety of methods. These include Keynote talks and Masterclasses that last between one and five days. For clients that are fully committed to developing their brand capability we have developed full curriculums that include formal assessment and are endorsed by professional bodies.
Brand Education Programmes
- Strategic Brand Planning Masterclass (two days)
- Executive Brand Strategy Programme (three days)
- Digital Brand Strategy (two days)
- Crafting Brand Experiences (one / two days)
- Principles of Service Design (one / two days)
- Introduction to Services Branding
- B2B Service Brand Planning Masterclass (two days)
- Services Branding Masterclass (two days)
- Personal Branding for Customer-facing Employees (one day)
- Employer Branding (two days)
- Strategic Segmentation, Targeting and Positioning Masterclass (two days)
- Product Launch Marketing and Management Masterclass (two days)
- Brand Positioning Masterclass (two days)
- Advanced Marketing Programme Endorsed by the Chartered Institute of Marketing (Five Days)
- Brand Management for Human Resource Professionals (two days)
- Marketing Strategy Masterclass (two days)
- Social Media Measurement (two days)
- Social Media Marketing (two days)
- Social Customer Service (two days)
- Social Media Measurement, Analytics and ROI (one day)
Breathing life into brands
Design isn’t your brand. Design helps express your brand.
It’s a subtle but hugely important difference that most organisations simply get wrong. We help clients express their brand through websites, experiential events, social, apps, logos / visual identity, brochures, annual reports, offices, exhibitions and other brand marketing assets.
Service design is an important part of the brand design we provide. This entails using service design tools such as customer journey mapping, use case scenarios, mood boards and stories. This approach provides a powerful basis for designing engaging services that form part of the overall experience.