Brand Development
Sometimes a fresh new look and feel is required to attract a new audience or adjust brand tone. We can help no matter what stage you are in through startup branding, a simple brand refresh, a large-scale brand reboot or a complete brand overhaul.
Brand Refresh
A brand refresh typically takes three to four months and is designed for companies that have relatively straightforward needs that include:
Brand discovery
Brand identity
Collateral material
Website
Copywriting
Photography & illustrations
Discovery, identity and collateral materials are necessary for any company undergoing a brand refresh. Often the key difference is the magnitude and complexity of a company’s website and/or app such as:
Is it a super-smart platform with hundreds of integrations and forms, or is it a one page online flyer?
Are there numerous landing pages, blogs and case studies?
Is there e-commerce functionality?
For many companies, a great website is the core of the brand experience and these questions help determine the scope, complexity and time investment.
Brand Reboot
A brand reboot takes five to six months and is designed for more developed companies with additional complexity and consists of more research, analysis and strategic thinking than a brand refresh. A brand reboot is useful if a company has challenges differentiating in the marketplace or expressing its unique value proposition.
A fast-growing company might quickly outgrow its initial brand identity or find itself within a fast-changing industry. A brand reboot is a great way to stay relevant and includes the following:
Brand discovery
Brand identity
Website
Copywriting
Photography
Collateral material
Internal research
Stakeholder interviews
Customer/ audience research
Competitive analysis
Brand voice audit
Visual elements
Templates
Brand strategy
Renaming & tagline
Brand Overhaul
A brand overhaul takes eight to ten months and is best suited for global companies with multifaceted challenges across worldwide markets.
An overhaul can be very complicated due to the size and expanse of the organization which lends to complexity in cultural norms, language and signage across different regions.
Apart from research, the magnitude of a brand overhaul is largely dependent on a brand’s architecture – the integrated system of symbols, names, colors, and visual vocabulary, since with this magnitude of rebranding there is often a parent brand and sub-brands to align.
And since, ultimately, employees carry out the values of a brand, training is essential. By allowing easy access to core ideology and messaging, such as vision, mission and values, a company increases brand consistency across all touchpoints.
A brand overhaul includes:
Internal research
Audience research
Competitive analysis
Market segmentation
Brand audit
Brand strategy
Brand architecture
Renaming & tagline
Brand identity
Brand voice
Visual elements
Marketing analytics
Templates
Training
Stationary
Collateral materials
Website
Copywriting
Photography & video
Brand guidelines
Promotion
Brand rollout