We blend science with art to create successful brands
Our approach combines strategic rigor with creativity to find solutions to the complex branding issues facing many organizations today. This systematic and flexible methodology is designed to meet the specific challenges of each project.
The Identify stage involves analyzing all the available information about the organization, its parts and the market in which it operates. The objective is to diagnose how it is positioned with respect to the competition, how it is perceived by its key audiences and what image it projects in the marketplace. Some of the questions we answer at this stage are:
What are our market trends and dynamics?
What is our competitive environment like?
How are we perceived by our key audiences?
What are our current communications practices?
Building a successful brand requires a clear vision of the future. It is important to understand what affects us today and anticipate what will come tomorrow. For this, we study the global environment, the industry trends and key audiences’ needs. The objective is to identify patterns and discover the best strategic opportunities for the brand. The activities developed in this stage include:
Study of the global context
We carry out a study of the global environment in which the organization operates to know the external factors that affect its performance and growth potential.
We analyze the industry or sector in which the organization currently operates to know the critical issues that can expand or limit its development and growth.
Evaluation of the target market
We evaluate the target market in which the organization operates to understand the needs, preferences and attitudes of the end user of our brand.
We conduct a study of the communication practices of leading global companies, as well as our client’s main competitors. The objective is to understand in what context the organization operates, how the competition is positioned and what image they project in the market. This information serves to understand how other companies have faced and resolved similar brand strategy issues. The activities of this stage include:
Global and regional benchmarking
We conducted a study of the communication practices of leading companies at a global and regional level, which face brand issues similar to those of our client.
Current and emerging competition
We analyze the profiles of current and potential competitors of the organization to understand the opportunities for competitive differentiation in that environment.
Analysis of perceptions
Knowing the perceptions about the organization and its brands is fundamental to discover a differentiating and relevant positioning concept. We conduct in-depth interviews with internal and external key audiences, as well as conducting other forms of research. The objective is to deepen our knowledge about the challenges faced by the organization and its brands. The activities at this stage include:
We organize a program of interviews with members of management and people from different areas of the company to know how the organization is perceived.
We organize a program of interviews with external audiences including clients, consumers, suppliers, distributors, press, government and opinion leaders.
Top of mind
We analyze the studies and marketing research carried out by the organization to understand each brand’s characteristics and top of mind.
We evaluate communications practices to understand how they influence the perception of key audiences. This includes the analysis of the name, the logo, the nomenclature of products and services; and the use of elements of visual and verbal expression such as layout, typography, color, images, slogan, language and messages. The objective is to understand what image the organization projects in the market and what aspects of the brand experience should be modified. The activities at this stage include:
We carry out a study of the basic fundamentals of the organization to know its history, structure, current strategy, culture and future plans.
We evaluate communication materials to understand how our verbal and visual communications influence the perception of key audiences.
Economic value of brands
We analyze the financial results of the organization’s brands to have a perspective on the contribution and the economic potential of each brand of the portfolio.
The Define stage involves establishing a brand concept that is aligned with the business strategy. The objective is to describe who the organization is and what it does to differentiate itself from the competition. This concept drives the creative development of the brand. Some of the questions we answer at this stage are:
How should we position ourselves with respect to competition?
What are our the essential brand personality attributes?
What is the optimal way to organize our value proposition?
What opportunities exist to optimize our brand portfolio?
We define the organization’s brand positioning — who it is, what it represents and how it differentiate itself from competition. The positioning must be credible, relevant, distinctive, sustainable in the long term. This concept is at the heart of the brand strategy and serves as a basis for making strategic decisions and building the brand experience. The activities developed in this stage include:
We define a positioning for the organization that describes who it is, what it represents and how it differentiate itself in the marketplace. This must be credible, relevant, distinctive, sustainable and reflect the value that the organization creates in its market.
Based on positioning, we develop key messages to adapt communications to specific target audience needs.
We define the organization’s brand personality. We select brand attributes that describe the spirit and essence of the organization. These attributes serve as a guide for the creative exploration and execution of all brand communications. The activities developed at this stage are:
We define brand attributes that describe the spirit and essence of your organization. They serve as a filter to evaluate decisions on the verbal and visual execution of brand communications.
We visualize the brand personality attributes through ‘mood boards’ graphics that bring the recommended strategy to life.
The brand architecture establishes the relationship between the corporate brand, the business units, and the product and service brands. This structure must take into account a balance between present and future scenarios to allow adaptation to market changes. There are three basic models – monolithic, hybrid and diversified – that reach different levels of efficiency and flexibility. The activities developed at this stage are:
The development of brand architecture consists of classifying, ranking and ordering the entire value proposition of the organization to facilitate access to its products and services.
Role of the corporate brand
In the development of the brand architecture, the role and scope of the corporate brand and its relation to the other brands of the portfolio is determined.
Mergers, acquisitions and new product launches mean that organizations frequently have too many brands and need to consolidate their portfolio. The brand rationalization process involves making decisions such as when to create, eliminate or extend brands to maximize market coverage and in turn minimize the overlap of brands with the same value proposition. The activities developed at this stage are:
Role of brands
We optimize the potential role of each brand so that the portfolio performance is efficient in the long term. The process of streamlining the portfolio may include maintaining, consolidating, extending or creating new brands.
The consolidation of a portfolio must be done with a careful transition plan so as not to lose the value in the market when certain brands are eliminated.
Integration of new businesses
Over time, organizations acquire new companies, venture into new businesses or launch new products and services that must be integrated into the portfolio.
The Express stage involves bringing the brand strategy to life through names, logos, shapes, colors, typographies, language and images. The creation of the brand identity is the crystallization of the strategy. The objective is to develop a brand identity that supports the positioning and reflects the brand personality. Some of the questions we answer at this stage are:
What recognition and value does our corporate name have?
What value does our logo have and how should it evolve?
What visual image should our brand identity project?
How do we document and organize our brand assets?
A name is not just a word. It is the world of associations and the meaning that are built around that word through time. We create memorable names that communicate the essence of an organization, product or service. Its creation is an analytical and creative process that involves a mixture of linguistics, psychology, popular culture and common sense. The activities developed at this stage include:
The creation of a name begins with the generation of a wide list of names that communicate the essence of the organization, a selection and evaluation based on strategic and functional criteria and the registration of the final name.
A slogan can synthesize the positioning and help the brand is immediately understood and remembered by the relevant key audiences.
The logo is the most visible expression of the brand. It is the corporate signature and the flag under which the organization identifies itself. We create distinctive logos that synthesize the brand strategy into a unique graphic expression. A good logo should be simple, memorable and easy to apply in different media. The activities developed at this stage include:
Exploration and selection
We outline a series of graphic concepts that reflect the distinctive features of the organization and select those creative alternatives that are most relevant based on certain determining criteria.
Refinement and application
We present our creative alternatives to the client and explain the different graphic solutions explored. The feedback allows us to determine the best option and enhance those aspects that need to be highlighted or retouched.
Final logo delivery
We deliver a final logo in all its versions, in digital files or final artwork ready to be reproduced in print or be used by a designer.
Visual identity system
The brand identity system connects all the brand touchpoints that make up the brand experience. Its development extends the scope of the brand identity through a palette of graphic resources that combine to adapt to different formats and media. A visual system must be consistent and flexible to adapt to the organization’s growth. The activities developed at this stage include:
We create a multi-sensory vocabulary through the mixture of resources such as layout, typography, color, photography, illustration, language and messages. The combination of these elements creates a brand’s own Visual and verbal identity system that communicates the essence of the brand with a single voice.
We extend the brand identity to all communication systems including stationery, brochures, advertisements, digital media, packaging, promotional, uniforms, vehicles and signage. This creates a clear and consistent brand experience.
The brand manual contains all the necessary information to guide those who must produce communications materials within the organization. This includes the brand strategy, the rules for the use use of the corporate name and logo and a detailed description of each of the components of verbal and visual identity, as well as its application to all the communications systems. The activities developed at this stage include:
Brand guidelines structure
The brand guidelines structure includes an introduction describing the importance of creating a strong brand and general guidelines for the use of the document, the positioning summary, personality and brand architecture, the identity elements and the different applications to communication systems.
Brand guidelines development
The creation of the document includes detailed guidelines on the use and development of each communications system, illustrations of each application and technical specifications so that the piece can be reproduced, printed or manufactured by external suppliers.
The Activate stage involves applying the brand to all the points of contact that exist between the organization and its target audiences. The goal is to create a distinctive and consistent brand experience across all communication channels. At this stage, we create tools and processes to manage the brand in the long term. Some of the questions we answer at this stage are:
How do we name our products and services offering?
How do we create an integrated brand experience?
How do we launch the new brand identity in the marketplace?
What programs and tools do we need to train our key audiences?
Very often, as companies grow, the product and service portfolio becomes a labyrinth of names of various types that confuse potential consumers because they are random and not related to each other. An intuitive nomenclature helps the key audiences understand better our value proposition and find what they are looking for. The activities developed at this stage include:
We create an exhaustive list of all the names of products, services, programs and other names of the organization and establish which names should be maintained, modified or eliminated.
To create a system of names it is important to establish rules about what types of name, grammatical structure or other conventions we should apply in the process of naming products and services.
Creation of names
Based on the conceptual parameters defined, we proceed to create names for all the organization’s products and services.
In general, the products and services of an organization do not exist in isolation but are grouped into families, so it is necessary to determine what extension needs exist for each product or service name.
The strength of the brand depends to a large extent on the consistency with which it is implemented in the market. The conversion of a new brand can be a gradual or rapid process, depending on the strategic objectives of each organization. We accompany our clients in all aspects of the implementation process – from the planning stage to the supervision of suppliers on external partners. The activities developed at this stage include:
To understand the scope of brand implementation, we start with an audit. We prepare an inventory of all communication systems that must change throughout the entire organization and evaluate which brand applications should be maintained, simplified or eliminated during the brand identity change process.
Review of communication pieces
We evaluate the existing communication materials with respect to how well they adhere to the guidelines established in the brand manual and in relation to the parameters defined for the new brand identity.
Redesign of communication pieces
To rectify the communication we have reviewed, we redesign certain examples in order to show our client how the visual identity system can be better displayed in each case.
The brand implementation process involves different internal and external teams. The coordination of these teams is key to the success of the project.
A brand exploits its full potential when it permeates all internal processes and influences everything an organization says and does. The brand launch process involves announcing the brand identity change to the different key audiences that interact with the organization. We participate in all aspects of the brand identity launch. The activities developed at this stage include:
Launch approach definition
We identify alternative methods for launching the new brand, depending on the needs and resources of each organization. We consider launch alternatives that range from a gradual launch over a period of time to a large event launch for greater impact.
Launch planning advice
The launch process activities vary depending on the variety of audiences and markets that are involved in each organization. We establish the sequence of important events through which the identity must be launched, first to internal and then to external audiences.
Launch events supervision
The launch of the new brand involves the coordination of different internal and external teams. We participate in the planning and execution of all brand launch activities and events.
Brand training program
An organization’s employees are the best brand ambassadors, that’s why it’s key to involve them at the beginning of a brand change..For this, we create the training programs and other necessary tools to facilitate the consistent management of the brand in the long term. The activities developed at this stage include:
We advise organizations on the best way to train key audiences. The program can include face-to-face presentations to different groups, interactive workshops, online courses or other forms of training.
Creation of materials
We create the necessary content for training sessions and adapt the content to PowerPoint presentations, interactive workshops or online videos as required in each case.
We lead the training presentations in different internal or external groups adapting them to the individual needs of the different key groups.