How we create a brand identity

No business is the same, consequently no brand is the same. However, the process for creating or evolving a brand remains reasonably constant. Of course, like a ‘graphic equaliser’ we can dial up or dial down certain parts to meet particular needs, but typically our four pillars of See, Think, Create and Do, remain.

Refresh

We step back, look
around and look ahead.

Discussing your business, its purpose,
its challenges and its ambitions.

Understanding the experience your business provides internally and externally.

Analysing how this compares with
your competitors.

We can even use behavioural neuroscience so you can better connect with people.

And look into a crystal ball with trend forecasters to help you prepare for what’s around the corner.

We write the strategy
for your brand story.

Identifying a clear space to occupy.

Developing a narrative that
unifies and directs.

Establishing characteristics that inform behaviours and attitudes.

All leading to the definition and articulation of your brand strategy and a plan
for its delivery.

We turn the talk
into the walk.

Translating the strategy into a distinctive, relevant brand experience.

Demonstrating how the experience can
adapt to different environments.

Analysing how this compares
with your competitors.

Embracing technology and innovation to enhance the experience.

We can live test the proposed brand experience, taking the learnings to
hone and refine it further,
until we’re ready to roll out.

We make it run.

Building your brand from the inside out.

Including, enabling and inspiring people internally from the beginning.

Providing guidelines and
management systems.

Delivering coherence, unity and
distinction externally.

We can create the necessary communication online and offline, internally and
externally, and across the globe.

We step back, look
around and look ahead.

To be effective a brand needs constant attention (and investment).

Understanding the experience your business provides internally and externally.

Adapting and evolving your brand to market developments, new technology and changing attitudes ensures you remain relevant.

We can offer support from weekly surgeries in a brand’s infancy, to quarterly tactical and annual strategic reviews.

See

We step back, look around and look ahead.

Discussing your business, its purpose, its challenges and its ambitions.

Understanding the experience your business provides internally and externally.

Analysing how this compares with your competitors.

We can even use behavioural neuroscience so you can better connect with people.

And look into a crystal ball with trend forecasters to help you prepare for what’s around the corner.

Think

We write the strategy for your brand story

Identifying a clear space to occupy.

Developing a narrative that unifies and directs.

Establishing characteristics that inform behaviours and attitudes.

All leading to the definition and articulation of your brand strategy and a plan for its delivery.

Create

We turn the talk into the walk.

Translating the strategy into a distinctive, relevant brand experience.

Demonstrating how the experience can adapt to different environments.

Analysing how this compares with your competitors.

Embracing technology and innovation to enhance the experience.

We can live test the proposed brand experience, taking the learnings to hone and refine it further, until we’re ready to roll out.

Do

We make it run.

Building your brand from the inside out.

Including, enabling and inspiring people internally from the beginning.

Providing guidelines and management systems.

Delivering coherence, unity and distinction externally.

We can create the necessary communication online and offline, internally and externally, and across the globe.

See Again

We step back, look around and look ahead.

To be effective a brand needs constant attention (and investment).

Understanding the experience your business provides internally and externally.

Adapting and evolving your brand to market developments, new technology and changing attitudes ensures you remain relevant.

We can offer support from weekly surgeries in a brand’s infancy, to quarterly tactical and annual strategic reviews.

How we can help you

If you’re curious about the value brand can provide to you, but unsure which way to turn next, we offer a range of talks and workshops by way of introduction.

For more details contact Giles Redmayne by emailing giles@purpose.co.uk.
(We do not charge for any of these talks or workshops).

 

1

Building your brand from the inside out

We believe this is how all effective brands are built. Engaging people on the inside, to build a coherent reputation outside. We’ll reveal what works and what doesn’t. How to manage the process and how you can turn the naysayers into believers.

2

Creating a brand that returns

Practices, processes and pitfalls. We share our ‘how to guide’ for creating a brand that adds value to your business. We include how to make your business strategy your brand strategy. How to harness creativity effectively and why the investment shouldn’t stop when we do.

3

The good brief (and how do I go about writing one)

What to include. Not include. Structure. Content. Length. Everything you need to have agencies clambering over each other to work with you. Then the real challenge; how to select an agency to partner with.

4

Taking the bullsh*t out of branding

There’s a lot of talk, jargon and waffle out there. In this talk we separate the wheat from the chaff and get to the point (and purpose) of branding. Dispelling the myths and demystifying the lingo. It’s branding, but without the twaddle.

5

To brand or not to brand

Every business needs a return on their investments. Brand should be no different. However, some businesses have a lot more to gain than others, it just depends on what you’re trying to achieve. We’re very pragmatic at Purpose and if we think investing in brand will not deliver what you’re looking for, we’ll tell you straight during this evaluation session.