YEARS OF EXPERIENCE HAVE TAUGHT US THAT A DISCIPLINED APPROACH YIELDS THE MOST SUCCESSFUL RESULTS.
Brand33’s three-phase process is just that. It systematically guides us through the steps we’ve found integral to providing strategically sound solutions to all brand development and brand communications.
DISCOVERY
While instinct and experience play a part in how we operate, listening is the most critical part of what we do. We listen to you and to your current and prospective customers. We listen to your competitors and the thought leaders in your market segment. We listen to social media around you. We even listen to things said about products and services that may be tangentially related to you. We take all that we hear in this phase and use it to informs our insights and understanding of you and your brand.Primary Research - Interviews and surveys are done with internal and external audiences.
Secondary Research - online research to determine what the competition is doing and what people say about you.
Syndicated Research - 3rd party, published research.
Brand Audit - knowing what has been done to get you where you are today is essential.
See the Discovery part of our process in action at the Artex case study:
DEVELOPMENT
STRATEGIC DEVELOPMENTUsing the insights gained through the DISCOVERY phase, a Positioning Statement and a Creative Platform are crafted. These two internal-facing, strategic documents inform how we communicate the brand.
A Positioning Statement explains how your product or service (brand) fills a consumer’s need in a way your competitors don’t. You identify who you are selling to, define how you want your consumer to perceive your product or service, and state why it matters to the target.
A Creative Platform outlines how you want your brand communications to appeal to the interests of your target audience. In essence, it provides the purpose and guidance for the development of your brand’s creative campaigns.
CREATIVE DEVELOPMENT
It’s a process within the process. The account team shares the client-approved strategic documents with the creative team. No creative work starts until the team has a complete understanding of the brand from a strategic perspective. Then the fun begins. Creative expressions of the brand are explored first through internal rounds of presenting, critiquing, and refinement. Then it is shared with the client. Creative directions are discussed, and further improvements are made until all agree that the concepts accurately capture the brand’s essence.
Brand Audit - knowing what has been done to get you where you are today is essential.
See the Development part of our process in action at the RPA case study:
DELIVERY
In this final stage, we go about the business of getting your message to your target market. An overall plan is developed, and we build all the assets required by that plan. This can range from naming and logo development to ID systems, collateral, packaging, web design, advertising design (traditional & digital), social assets, storytelling, and video development and production. While we do not have all the expertise under our roof, we have a close-knit network of experienced specialists in any and every area required to deliver publication ready assets.Many clients come to us with briefs, brand guidelines, positioning statements and research in hand. We’re fine with that as well. We do not necessarily have to be the authors of all these documents, but we do require that we have the information. We believe it is the only way we can successfully create branded materials that will accomplish our goals, your growth and success.