Branding requires change, which means venturing into the unknown.
Taking a new path has challenges and pitfalls, but it doesn’t have to be scary. While a successful branding initiative is an asset that can be measured on the balance sheet, in the boardroom and in the trenches, a failed branding attempt can take years to recover from.
If the path is unknown, how can you walk with a sure step?
A trusted branding partner is your guide through the transformational process. An effective agency needs a proven branding methodology in order to ensure that your new (or re-vamped) brand will feel fresh, while still reflecting the authentic story of your company, your products and your services.
Good brands make it look effortless. Good agencies know that it’s not easy. Every brand methodology must include three core components:
Take stock of your business. What do you do? Why do you do it? What’s there? What’s missing? A guided dive through the core of your company determines the internal aspects of your business that define your outward voice. Finding the essence of who you are and where your passion lies is key to creating an authentic brand. Without a comprehensive discovery process in place, branding is guided by assumptions which often result in fragmented results.
Market research makes it clear where your brand fits in relation to your consumers, competitors, and industry landscape. Branding is all about finding your position. In a world saturated with choices, differentiation is crucial. Research determines the “gaps” in your market, space that is free for your brand to inhabit and shine, as well as trends that can help your brand take flight.
Harmony between design and strategy
Strategy is invaluable – a solid plan is key to success. But execution is just as important. Your brand is defined by the gut feeling people get when they encounter it. Intention isn’t enough – clearly communicating that intention to elicit an emotional response is what matters. Effective collaboration between strategic and creative thinkers will take your brand to the next level. Developing a visual language that is true to the brand strategy and cohesive across all platforms is essential to brand success.
Great branding isn’t the product of chance, it’s the result of thoughtful and strategic action. A solid brand methodology ensures that a branding initiative will be effective. At Flux, our proprietary brand methodology is the IDEA method, a four step process that gets to the heart of who you are and lets your brand identity shine. Curious? Read more about the IDEA method here.