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Verve Brand are Brand Strategists and we guide or work directly with you or your in-house team and suppliers:
BRAND DEVELOPMENT – Verve Brand can help you create a new brand or develop and energize your existing one. We can work with your team and suppliers.
CREATIVE DIRECTION– We can work with your in-house creative team guiding them toward a vision for the brand that supports your values.
STRATEGIC PLANNING– Verve Brand can guide the development of your brand marketing plan.
Your brand is multi-dimensional and exists in the past, present and future. It’s built on a reputation, lives through experience and raises expectation.
A re-branding exercise can prove to be a considerable investment in time and money, so you want the results to be fruitful. But the long-term success of a brand will depend on the behaviour of the organisation, its management and employees. When new brands or re-brands make the news they are often attacked for how much they cost. The focus is mistakenly on the logo and not the brand experience because your logo is not your brand - it’s just the tip of the iceberg.
Verve Brand can guide you to a meaningful brand strategy.
10 CONSIDERATIONS FOR CREATING A NEW BRAND
1. Consider your reasons for a new brand -
New organisation, product or service
Re-launch of an existing organisation, product or service
Uniting a group
Create a higher profile
Attract and retain staff
Attract new customers
2. Form a brand working group–
Led by the organisation’s principal figure (Owner, Entrepreneur, Managing Director or Chief Executive) and assisted by key management figures including those responsible for Marketing and Sales.
3. Purpose –
What does the brand do?Every organisation, product or service must have a reason for being. A brands purpose is the benefit it provides and may be defined as the thing that it does to make the world a better place. The brand’s purpose should be clear and easy to understand.
4. Vision –
What Is the brands ambition? A brand vision is an ambition for the future, it’s where you want to be in five or ten years time. It is a goal to be worked towards and will deliver a clear benefit to all concerned. A great vision can inspire and consolidate a community in a common goal.
What does the brand stand for?A brand’s values are what it stands for and what it believes in, they are the guidelines that form its moral compass. Values provide direction on how to behave in any given situation. Your brand can be defined by its values and really stand for something!
6. Mission Statement–
How will the brand achieve its vision?A mission statement combines the purpose, vision and values in a brief declaration directed at management, staff and shareholders. It is a strategic communication that is clearly worded and accessible to all.
7. Proposition –
Why do I need the brand?The brand proposition is the unique selling point (USP) that differentiates it from its competitors. It is the compelling reason why you need it and should be no more than a single sentence.
Brand X is the only _____ that _____ !
8. Position –
How does the brand compare with its competitors in its market place?In a crowded marketplace it is difficult to stand out if you are the seventh best selling brand. The opportunity is to identify the attributes that differentiate your brand and promote your brand as the leader in that niche category.
9. Personality –
What is the brands character?The brand personality is the brand’s distinctive character including communication, behaviour and visual style. A brand with a strong personality has a greater chance of encouraging a deeper relationship with the consumer.
10. Audience –
Who is interested in the brand?Who are your customers? Who are you working with? What organisation’s are supporting you? These are the groups of people that form the brands audience. This audience is never passive; it is an interactive community of people with an interest in the enterprise.