Brand Strategy
While absolute control over a brand is not possible due to outside influences, intelligent use of design, advertising and marketing can generate useful associations in people’s minds that might to influence their behaviour or purchasing decisions. The strongest brands have a clear vision, values and tone of voice. In different industry sectors the audiences, competitors, delivery and service aspects of branding may differ, but the basic principle of being clear about what you stand for always applies. We can help you create a tune and rhythm that will make your brand more attractive to your customers.
“a brand is a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control”
The Design Council
Corporate Identity
Most businesses have a corporate identity, such as business cards, letterheads and compliment slips but this doesn’t constitute a brand. A businesses identity can go some way to reflecting their brand but a logo can never embody everything about a brand, it can only help you identify it. The relationship between a logo and brand is similar to that of a person’s name and their personality; a person’s name helps you identify them but can’t tell you everything about them. Only after a while do we think of the name and the person as the same thing. The same applies with logos and corporate identities.
Brand Experience
Brand-led organisations have a very strong sense of identity. How they operate is as important, if not more important, than the service or product they provide.
The brand experience is something that we work with our clients to develop. Every touchpoint with the business should have similar level of brand experience. If anything is out of place or inconsistent then the brand experience is undermined. We can develop brand guidelines to help retain the desired level of consistency.
We work on developing the narrative that draws the interest of consumer; the truth behind the brand’s offer. It could be the provision of low-cost and simplified air travel, or an new type of soft drink that provides extreme energy levels. These stories resonate because they create friction and friction creates heat. Of course, if the story turns out to be a fairytale the heat will fade away. But if the story is based on truth then the brand can become the hot news story that everyone is talking about.
THE BIG IDEA
A branding concept
Brand Values
The Big Idea concept takes a 2 or 3 word phrase that condenses what the organisation does and how it does it. The main purpose of a big idea is to create a useful internal benchmark for the business to strive towards. It should be a stretching goal and one that is specific to the business or organisation. Once we have established the ‘Big Idea’ for any business or organisation we would be ideally placed to create a strategy and subsequent marketing that are in-line with the quintessence of the product/service offering.
Red Fred Creative run workshops to help organisations to develop their ‘Big Idea’. The quintessential drive behind the organisation. We find that this workshop is ideal for new brands or companies that are looking to rebrand following a change such as a merger or management buyout. Please get in touch if you’d like to find out more about our Big Idea Workshops.
SOME EXAMPLES OF OUR BRAND DESIGN AND DIGITAL MARKETING PROJECTS
Melbourne Creative Agency
Red Fred Creative’s Melbourne Office serves clients across Australia, New Zealand and South East Asia. Our studio is located in Bayside but just a stones throw from the CBD.
In close proximity to Docklands, Carlton, Port Melbourne, Footscray, South Yarra, St Kilda, Southbank & Brighton and less than an hour from Geelong.
Cheshire Creative Agency
Red Fred Creative’s Cheshire Office is located in Nantwich and serves our UK and European based clients. Our Cheshire studio is conveniently located for Manchester Airport and Crewe Rail Station.
Crewe is on our doorstep and we’re less than an hour away from Manchester, Liverpool, Chester, Northwich, Knutsford, Warrington, Macclesfield, Congleton Shrewsbury, Whitchurch & Stoke.