Taking a new company or product to market is no easy task and there is a significant investment that goes into it, mentally, physically, and financially.
But one vital element that is often overlooked or becomes an afterthought is the brand. This happens because the majority of focus is dedicated to start up and development.
However, branding is the most crucial element. In today's culture, brand is everything. It is coveted, sought after and more importantly, the most valuable asset. It is critical to invest time and professional resources when developing a successful brand.
Branding must start at the onset -- when the initial idea is first conceived and fleshed out. The branding process should be fully integrated into the overall strategy because in the end, the brand will define and drive the success of any venture.
We have the talent, experience and capability to create new brands in any category or industry. We plug in as part of your team and absorb every aspect of your venture from the bottom up to have the proper knowledge necessary to create a viable brand.
Our process is personable, thorough, informative and ultimately... notable.
As society, culture, attitudes, technology, markets and economics evolve, it's important to observe these changes as they may have an affect on an existing brand.
Continually evaluating the brand and gauging its status against ever-changing influences provides the opportunity to transform the brand in response to such dynamic shifts. Evolving a brand keeps it current and relevant, and often necessary if you want to grow equity.
When transforming a brand, we evaluate current market conditions and look at every possible influence and compare that to the brand's positioning and audience impressions... searching for how the brand is perceived and accepted in the appropriate environment.
We investigate and analyze every aspect and component associated with the brand including; history, purpose, name, logo, colors, imagery, messaging, product, service, audience, personnel, etc. The information we collect provides a complete understanding of the brand's relevancy which enables us to set a course for what direction to take to undergo a transformation. Whatever the results of our findings, we will present them honestly and openly, along with our expert recommendations in a effort to better serve the life of the brand.
A brand may encounter a situation where it has run its course and needs to be retired. Perhaps it was created for limited exposure or the market has changed since its introduction, and rather than transforming it, the brand was archived to preserve its heritage.
For these types of situations, it's possible to revive a former brand and breath new life into it if it's still viable and appropriate to reemerge for a new audience. Resurrecting a brand can be achieved by identifying current market trends, conditions and influences and how they have evolved from the original position of the brand. We possess the skills to make something old new again. With our experience and creative endeavours, we are capable of reintroducing a past brand to thrive in the modern environment.
Another reason a brand may need to be restored is because it has become stressed due to unfortunate circumstances that create false or negative impressions. Depending on the level of damage, a brand may be able to recover with new informative messaging, re-positioning and visual enhancements. However, in some cases, it may be more beneficial to abandon a damaged brand and start new if the circumstance warrants such measures. After careful and thorough assessment of the situation, our experience in dealing with these fragile brand matters will determine which option is best suited to continue forward and provide a solution to restore what once was.