My expertise in brand development begins with a strategic positioning, a foundation, building to include any creative elements and materials necessary to achieve a successful go-to-market launch or a brand refresh.
Industry Expertise
F&B, HOSPITALITY & TRAVEL
CONSUMER GOODS & SERVICES
PACKAGED FOOD, WINE & SPIRITS
HOME PRODUCTS & MATERIALS
01
Brand Audit
& Analysis
The first stage in any branding project requires insight into the vision of the founder or project director in order to understand brand performance expectations. Often, this starts with reviewing what materials or strategy has come before and identifying what needs to be kept and what should change to achieve ideal results.
02
Positioning
& Strategy
The blueprint for any successful brand starts with defining the values, vision, personality, opportunity, audience personas, key market differentiators and strategic themes that need to expressed in every brand touchpoint. Once this stage is approved by the client, any combination of creative deliverables can begin.
03
Brand Naming
& Identity
Design
A name and logo design (identity) are what many people think is all there is to a brand. At one time that may have been true, but every industry in every market has become increasingly competitive and successful brands require much more than that today. Often, this is the first part of a brand to be created along with a comprehensive creative platform.
04
Creative
Direction
Platform
A brand's creative platform is the visual and verbal direction that will inform and guide all elements used in brand creation. Typically, a few different directions or platforms are presented so that a client can see which direction feels "right" for the new brand that will emerge from this development.
05
Marketing
Campaign
Creative
Towards the start of a new brand's process of building awareness and followers, there is often a need to create an introductory campaign across all communication touchpoints. A launch or reintroduction campaign should deliver a message that will connect with an intended audience and set the tone for how a brand will behave and interact with the world at large.
06
Brand Asset
Design
Every goods and services industry has unique sets of core brand assets that are needed to present and reinforce a brand's image and persona. This might take the form of something physical or digital (depending on where the brand "lives") and what is needed for ongoing business needs.
07
Web Site
Design
Web sites have become (often) the first place a potential customer or partner will visit to understand about how a particular brand presents itself and defines what is important to communicate. In the case of e-commerce, a web site can also be the flagship retail environment that services a client base of remote buyers.
08
Packaging
Design
Many consumers make their buying decisions by judging the packaging design a brand will choose to put showcase their product. It also is a powerful platform to communicate a brand's personality, values, story and even convey a set of unique traits not displayed by other brands.
