At BrandDNA we believe that understanding how your customers and stakeholder groups perceive your brand, and what drives these perceptions, is critical input to the development of brand strategy. We do this through employee and customer interviews, data collection and analysis, qualitative and quantitative research, amongst other tools.
Fundamental to much of the work that we do is the development of brand blueprints in the form of a brand charter.
A Brand Charter is a powerful but simple articulation of your brand’s essence, desired positioning and core values. It also builds layers of definition around how your brand should manifest itself in an operational and communications sense to ensure coherent expressions of the brand’s promise.
Brand DNA The Brand’s DNA is a single thought that captures the code of the brand. It should be ownable, provide differentiation from competitors and offer longevity.
Brand Values
Brand values are the key behaviours or virtues of the brand that need to be expressed day in and day out. The values are interdependent and work together to drive DNA/essence of the brand.
Brand Drivers Brand drivers defines how the brand’s core values will be manifested in the marketing mix or key functions of the firm.
Brand Promise
A brand promise is a definitive statement of what benefits the brand offers relative to the costs to clients and other stakeholders. It is a clear articulation of precisely what it is that gives the brand a competitive advantage over competitors.
Brand Storybook
We’ll lead you through an experiential process to assess the level of integration present within existing brand communications and whether you have a ‘big idea’ which glues messages together across different media.
The collaborative workshop environment also serves to enhance skills within your marketing team.
Brand Manners
We believe that understanding how your customers and stakeholder groups perceive your brand, and what drives the perceptions, is critical input to the development of brand strategy. We do this through employee and customer interviews, data collection and analysis, qualitative and quantitative research, amongst other tools.
Brand Portfolio Management Understanding the role of individual brands is critical, but also understanding how brands within one’s portfolio work together is equally important.
One of the most critical of all brand portfolio concerns is how the diffusion and infusion of branded goodwill can be leveraged across brands in the portfolio.
We believe that the starting point should always be around how to optimise your return on the resources required to sustain a vibrant brand portfolio.
Personal Brand One of the most profound changes of the last decade is that each person today is now the architect of their own career. You can no longer rely on a corporation to take care of you and accept responsibility for your long-term success in your work life.
Whether you’re a celebrity chef, high profile sportsman or corporate professional, a personal branding strategy is aimed at increasing your return on effort. Your personal equity is composed of the mental, emotional and physical energies you have to invest in your career. We’ve developed a very empowering process for unlocking your personal brand equity.
The brand book acts as a brand guide to actively communicate your clearly-defined brand values in a manner to ensure they are understood throughout the entire organisation. The brand book provides the platform for you to bring your brand to life and transform your organisation into a brand-guided business.
Visual Language Decode
All industries have an underlying code of visual language. The manner in which your brand’s image reflects or departs from this code provides guiding signals for your audiences to understand you positioning and market proposition relative to your competitors. We understand the code of visual brand language like no other brand agency because we discovered it. We have honed a unique skill set which allows us to read the codes and leverage that intelligence into creating visual identities that proactively position our clients’ brands in their ideal market positioning as directed by the brand strategy and definition.
Brand Gestures
Brands are built and dismantled by the sum total of thousand of gestures that play out every day. Gestures include the myriad of ways brands connect with their markets from the way the phone is answered, emails are signed-off, other brands associated, customers served, and staff recruited and trained. Every brand comes to life through the alignment of these gestures. We work with clients to identify, create, align and guide the way in which their brand gestures are embedded into organisational culture.
