Research and discovery
Nobody gets anywhere useful without asking for directions. We undertake two primary types of research designed to extract the truth about your brand. This consists of qualitative research – as in focus groups with less than a dozen people. Another method is via one to one interviews, either face to face, or to far flung places over the globe. Qualitative is good for building emotional intelligence around your brand. The second methodology is quantitative research – conducted with greater numbers and either applied to your staff or your customers. This type of research is more analytical and most likely results in survey reporting or infographics. Quant, as it’s called, can also be really effective for bringing your staff on board as an employee engagement exercise at the start of a branding journey.
Nobody gets anywhere useful without asking for directions. The creation of an accurate brand positioning starts with orientation.
The task of unifying diverse cultures across the world behind a single rallying standard became the core remit behind the branding process.
With more than 250 respondents from across the globe, we were able to deeply analyse current perceptions around the brand.
We decided that all digital content fell within one of three categories: Inform, Convince or Excite. These themes focused content towards audiences who had specific content behaviours. For example, evidence-led editorial appealed to sceptics; dynamic gamification for young audiences.
Once we understand your audiences and your positioning and we have developed your brand strategy, we can develop your brand messaging. Messaging means copywriting, yet with a more focused strategic approach. Key messages are used across all your product lines and are carefully tailored for audiences and target sectors. Brand messaging is translated into a creative brief for the next leg of the creative journey.