Strategy Drives Our Approach
It's All About Vision...BrandVision™
BrandVision™ is a proven process that provides strategic branding insight and planning in a simple, cost-effective, and straightforward process that shortens the course of creating brands and growth initiatives.
The Goal: To make sure your brand is unique, and your business vision capable of success.
How We Do It: We get everyone together - clients, expert "ideators", our creative team, and maybe some of your customers. It's a day-long session of fun, fast-paced, exercises that thoroughly challenge you and your brain! Overall, BrandVision™ is a branding event. To visualize how BrandVision™ works, we evaluate and funnel ideas and initiatives to define the brand and its business potential.
Why it Works: BrandVision™ leverages your strengths, capabilities, and future vision with real world, competitive opportunities.
The Outcome: A well-defined brand and business strategy, which we then summarize in a BrandBrief™ – your brand's résumé. The result is clear, smart direction for creative or business development. With BrandVision™, having the right strategy increases your chances for success, allowing us to get your design and brand development right the first time. Professionally. And without costly revisions, headaches, and frustration. Strategy first, then execution. Ready. Aim. Fire.
BrandWerks has a different approach to analyzing your brand’s current state. We call it S.P.O.T. (Strengths, Problems, Opportunities, and Threats). For us, understanding your strengths and capabilities is most important. That’s because your service/product, company, and even personal strengths and capabilities define who you are. More importantly, they are features that can be leveraged into brand benefits that will become the basis for the brand’s positioning strategy…and later, come to life in naming, tagline, identity, packaging, and all communication.
Looking for Space
To succeed, your brand must have its own “space” in the consumer’s mind. To help us find that space, we sort through the competitive landscape, digging deeply into competing brands to see what differentiates them visually, and in their messaging, and where on the consumer-perceived “map” they reside. We place your (current or soon-to-be) brand on this map too. A better space may be available; a space that you can own to differentiate, and sustain your brand profitably.
BrandLaddering™ is an effective research tool that helps us translate the most important brand strengths and capabilities into meaningful benefits. The technique’s inspiration derives from Abraham Maslow’s theories on human motivation and his “Need Hierarchy”. The goal is to identify the strongest and potentially, most differentiating brand benefit and differentiator.
In BrandLaddering™ we ask, “what does the brand do best”, and then a series of iterative, “why is that important” questions in order to ladder up to the most differentiating, and ideally, emotional benefits. Emotional benefits (rather than simple physiological benefits) create more feeling and a potentially deeper relationship with the consumer. When BrandLaddering™ is complete, we evaluate the various ladder paths that emerge, and what specific benefits are really driving the brand. BrandLaddering™ helps identify your unique point-of-difference, and therefore, your brand positioning and communication strategy.
Bringing the Brand to Life
Before starting any design work, we first determine the essence of the brand. To get to the essence, we conduct lively, interactive “ideation” exercises to define the brand’s image, character and personality. The idea is to provide color, texture, look, feel, personality, and metaphorical inspiration. With BrandWerks, there’s a focus and a sequence to our approach, and it works: