Project-based services: Corporate Branding

Background
As is now widely understood, corporate branding is an essential part of creating shareholder value, with over 80% of major public companies' value being intangible, and differentiation from competitors a key part of creating and protecting value. Moreover a strong corporate brand can be leveraged for the benefit of group companies, product or services - creating strong economies of scale in marketing & deeper customer loyalty. To be effective, brands must be aligned with the mission, vision and values of the organisation - and must be re-aligned, as and when these change. They must also resonate with the companies stakeholder groups, must be implemented effectively and consistently across the entire organisation, and must be incorporated into all corporate marketing materials.

Approach
We have developed a four stage approach to corporate brand development, applicable to clients who are seeking to create a new brand or refresh/upgrade an existing brand.

Stage 1: Brand research
The process starts with a brand workshop with business leaders in order to understand in detail the objectives of your business: model, market, customers, pricing and planned key differentiators ('USPs'). Using desk research and stakeholder auditing we also develop a picture of the competitive landscape, map and benchmark brands and verify key differentiators.

Stage 2: Brand strategy
Based on detailed research we will develop the brand positioning: defining the brand vision, mission, 'personality' along with core messages that will be used to bring the brand to life and guide corporate marketing.

Stage 3: Brand creation
Brand 'architecture' will be developed following agreement on positioning and will consider the initial areas where the branding will have visibility and will include the following deliverables:

  • Name
  • Logos
  • Brand toolkit: fonts, colours, letterheads
  • Website: 'shell' & guidelines on content
  • Guidelines for use

Stage 4: Branding launch plan
Following research, development of brand positioning and brand architecture, we will develop recommendations for a launch campaign to support your business objectives. The campaign launch will encompass corporate communication to build brand value and credibility and marketing communication to drive sales.

We will deliver a document incorporating:

  • Campaign strategy
  • Messages
  • Tactical plan, including, if/where relevant -
    • Public relations plan
    • PR toolkit e.g. briefing materials, press materials
    • Media buying plan
    • Advertising creatives