From situation assessment to reputation planning
Our philosophy is simple: a great brand is sustainable internally and relevant for its target audience, while generating added business value and aiming towards a greater good for communities and humanity.
Be it a new brand or a rebranding, we start the journey by a brand audit, which is a scrutiny of the existing situation, and could range from a broad analysis of brand’s context to more focused reviews of visual identity, brand portfolio, brand communications, target audiences’ behavior and staff commitment. Brandient’s proprietary tools to perform this task are based on solid experience from hundreds of branding, marketing and research projects.
Insights from audit stage get us to work through the possible avenues for the brand strategy. The minds and hearts of consumers are important, but the strategy is much more than positioning, and it comprises the corporate purpose, the brand idea and finally the brand platform that would ensure clarity, authenticity and consistency over time.
Global brands may often require brand localization consultancy in order to align their universal values with the affinities of the local consumer.
Brand experience programs are always needed to (re)build the quality of relationship with the consumers base.
Also, in particular situations, even strong brands may need brand reputation programs in order to restore the trust of the public, following a crisis or an erosion of the brand reputation.
Brand naming and rhetoric
From naming to full copy platforms
Brand name is the first and foremost contact of the brand with consumers and the public at large. It could either induce favorability and memorability or throw the brand in the darkness of oblivion–there is little in the middle. A winning name must be unique, memorable, seductive and legally available, but above all it has to match the brand's strategy.
The brand rhetoric sets the vocabulary of the brand, from taglines/slogans to a full copy platform. A strong brand enjoys its own language and a particular tone of voice, which make it recognizable even without seeing its logo.
From logo to brand manuals
The corporate identity provides an overarching logo and visual platform, and it is also setting the mechanics of the brand. Typography, symbols, colour palettes and layouts must concur to build an intelligent visual territory. The clarity and consistency of a brand is resting mainly on its visual identity.
For many products, mostly for those reaching to the individual consumer, the package is the main brand vehicle. We bring together design thinking and practical functionality and create category-leading packaging, aiming to catch both the eye and the hart of the hurried shopper.
The advent of the internet and social media made it compulsory for a business to have a coherent digital persona and even more so for businesses that express themselves predominantly through digital appearance. We enhance the brand identity by outstanding digital branding and we also have the skills and expertise to supervise the programming activity.
Branded environment and retail design are not confined to retail brands. Actually, many strong brands have a retail component and the layout of the working or shopping environments makes the brand experience round or square. We team up with experienced architects and interior designers to make sure it gets well rounded and that identity does not get lost in the process.
Brand guideline is a formidable instrument (rarely employed at its fullest). A good, comprehensive brand book it’s not only about the consistent application of the identity, but also about the very soul of the brand.
Brand communications platforms
Communication is still the major image builder behind many brands. A creative platform is developed to keep the brand essence alive while accelerating the brand journey and must inspire advertising and other specialized communication agencies to create outstanding pieces of corporate or marketing communications.
The digital platform has to sustain the uncompromised brand consistency with the offline applications, while delivering functional and appealing on-line experiences. Our team is highly conversant with technology brands and well acknowledged with the digital world manifestations.
Internal communication programs and activities
Internal brand communication ensures the dissemination and presence of brand’s essence among employees and other internal stakeholders, aiming to bring them together and under the same flag. It comprises from offices design and decoration to newsletters, interactive tools and organizational events.
Brand engagement is the most involving form of internal brand communication. It uses the brand as a management tool, empowering people to live and deliver the brand. The internal gain is a higher return on the organization’s human & intellectual capital and the increase of staff motivation. The external effect is often decisive, especially for services brands, because the employees deliver the brand’s promise and give personality to the brand—in other words they ARE the brand.