Our Agile Branding Process

Born out of the Entrepreneurial Masters Program Truly Deeply Founder; David Ansett undertook at MIT in Boston, we’ve developed our own agile approach to branding. Today’s business environment demands organisations across every category be more responsive; to changing technology, category disruption and fast changing customer expectations. The greatest asset to successfully navigating these brand challenges is an agile brand.

Our process is rooted in the principles of agile design, based on continuous improvement, flexibility and input of the client team, and the results being delivery of a leaner, faster and more market oriented branding outcome. Our process integrates our clients’ knowledge and insights with market analysis and insights, our brand thinking and creativity and the opportunity for market feedback. This lends itself to a collaboratively intense program broken into sprints to maximise energy and encourage us to constantly re-frame the brand towards the best outcome.

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The following 5 principles are the key elements of our Agile Branding process:
01. Create – Test – Learn – Commit

Key to all agile processes is the cyclic approach of creating – testing – learning – committing, and then moving forward. We believe in ‘firing bullets then cannon balls’ and lots of them. We break our process into sprints, with testing done at the end of each. The testing can be carried out with internal audiences, external audiences, or both. Once tested, we gather insights, reflect on feedback, commit to the direction provided and sprint again.
This approach lends itself to the best outcome, rather than the linear direction we may previously have set-out in.

02. Parallel Creativity

By breaking with the traditional linear branding process, we seek opportunities to input market insights/strategic thought/client experience/observation/ competitor review/creative thinking into parallel stages of the process, encouraging ideas to to cross pollinate. This valued input comes from all members of the team; client, agency, research – anyone with a relevant insight to share.

03. Art Meets Science

Our strategists and designers have overlapping roles in our Agile Branding process. By integrating strategic brand thinking with creative brand action we accelerate the process allowing us to dive deeper into where a brand insight may lead us. This occurs earlier in the branding process and often across a broad range of ideas allowing for effective prototyping.

04. Rapid Prototyping

Our sprints are based around small steps, approached with high energy thinking and creativity, allowing us to prototype ideas, insights and directions to test, learn from and develop.

05. Brand Culturalisation

Critical to the success of every branding project is the transfer of ownership from agency to the DNA of our clients’ organisations. The level and depth of client involvement that occurs with our Agile Branding process leads the the strongest possible pollination of the brand strategy, beliefs and vision into the shared mindset of those most critical to the success of every business; the client’s employees.

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The 5 business benefits of agile branding
1. High product quality

In Agile branding, exploration, testing and feedback loops are integrated into the creative cycle.

2. Higher client satisfaction

The brand owner is always involved, the progress of development has high visibility and flexibility to change is a built in feature. This provides for extraordinary engagement and client satisfaction.

3. Increased project control

Regular sprint meetings, transparency of process and thinking and the visibility of each step of the project for all parties and levels of the business provide unparalleled project control.

4. Reduced risks

Agile methodologies virtually eliminate the chances of project failure. Developing in sprints, ensures all avenues are explored, critical client experience and insight is leveraged and where desired, market feedback is included.

5. Faster ROI

The fact that agile design is iterative means that the results are developed incrementally, confidence in the outcome is established along the way leading to faster project team and organizational approval and transition to implementation.

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