A brand is more than a logo. It is a representation of all a company stands for. A symbol of history past and a promise for the future. Strategic brand development goes beyond visual identity, requiring an understanding of how it can drive business outcomes.
Client strategic imperatives
For a multinational convenience retail franchisor, refreshing the brand signalled a reinvention of its offer. A symbol to future investors and franchisees that the company was a world class retailer.
For an airline brand, defining the brand promise guided investment decisions in products and services. Every touchpoint reflected its premium and uniquely Australian position. Reinforcing its iconic status in our hearts and minds.
For a global health and agriculture enterprise, a revised business strategy required a bold new positioning statement uniting its three core businesses under a shared purpose. In line with its focus on the future, the visual identity was updated to be impactful on digital platforms.
For an innovative local radiology business integrated into a global organisation, limiting customer confusion about the brand change was an imperative. Engaging employees in a revised value proposition and values system was a core culture enabler.
In all cases stakeholder involvement and extensive research was essential throughout the process. Brand audits revealed where current delivery did not meet expectations. From this lens, brand positioning territories were developed.
Key to success was applying exceptional project management and influencing skills. Significant investment levels required board level approval. Business case scenarios showing phased roll-out plans against financial modelling scenarios were presented.
Facilitated brand workshops were run with employees to translate what it means for their roles. Brand values and behaviours being incorporated into performance KPIs. Reference guides produced, along with films and presentations for company launches of the revitalised brand narrative.
Creative ideas were put in place to engage stakeholders: a 'false' launch with generic messages and images to show why differentiation matters; the formation of a brand ambition community running brand disruption days and marketing excellence awards; brand banner employee photo day; interactive exhibitions and office symbols.
Acting as an influencer who works collaboratively to take people on a strategic journey, was key to success. Resulting in lifts in premium sales, brand advocacy, talent and customer acquisition. Ultimately increasing the value of the brand as a strategic asset.