Seven ways to become unique
Brand development ideas for your business, your product or service.
The magical ability of brand development to transform image, perception and profit relies in part of the foresight, cultural depth and the intellectual skills of the creative source behind the concept and the strategy. In every aspect of our work, we are firm advocates of pushing back the boundaries of convention to explore the broader view. We believe that this opens the mind to new stimuli and direction.
This last point is particularly relevant in diagnosing, analysing and revealing any obstacles to what our clients want to achieve.
We firmly believe in communicating at every level to exhaust all possible sources in our quest for information. Only then can we begin to assess and focus on what we have acquired, and in turn, work on how to achieve marketable goals for our clients. This allows us to provide solutions and new opportunities for a particular product, service or brand, no matter how big or small, with drive and energy.
So much of the success of a brand in reaching its target audience depends on how well the creative is attuned to that audience and, just as importantly, how good they are at maintaining enthusiasm during the creative process. It is our innate ability to meet challenges head-on, tackling them with unfaltering gusto, which ensures a result.
We listen well, and we’re thorough. If you have clear ideas, we’ll turn them into reality. If not, we’ll help you bring them into focus.
Our proven brand development success strategy consists of the following manageable stages:
Stage 1- DEFINE THE BUSINESS and THE MARKET – IDENTIFY BENEFITS and CHALLENGES
Output: definitions of most profitable market sectors, customer profiles, and key influencers.
Stage 2 – THE BRAND
Output: Brand development proposals and marketing strap-lines (defining what you do and the benefits you deliver) presented as first draft visuals, allowing you and all interested parties to make judgments on these concepts. On approval, we will create finished art for the chosen brand. Clarity of brand and use will ensure continuity throughout all marketing activities underpinning the brand position.
Stage 3 – MEDIA
Output: outline media campaign visuals with a candidate list of likely publications, cost of insertion, size, frequency and potential publication schedule. Advertising is likely to be a vital support mechanism.
To this end, we will present a schedule of candidate publications with evidence of how these fit into the marketing programme and align with targeting issues.
Stage 4 – PR ACTIVITY
Output: in addition to the definitive press pack detailing background, history, current activity, etc. a series of potential storylines for a range of PR activity to be released on a regular basis, together with associated writing and distribution costs, timescales and release dates
Stage 5 – BUILDING LOYALTY
Output: A programme of customer introductions, promo stunts or events. Visuals of invitations, programmes, giveaways, mementoes, and giveaways, for events & press calls.
Stage 6 – OTHER CONSIDERATIONS
Each project needs a carefully planned, co-coordinated and adaptable brand identity and communications strategy to maximise market penetration and create positive publicity and positive transformation.
Where possible we will offer support and assistance in other areas where consistency and understanding of the brand values within the context of the overall vision would be beneficial.
Stage 7 – THE VISION
The Brand Development Strategy Vision Document
An essential and invaluable document which will help ensure buy-in from all interested parties including partners, funding agencies, key influencers and other stakeholders.
We will identify strategic transformational collateral. You will see creative solutions in the form of outline finished visuals and treatments together with costs for consideration with an illustrated shopping list of optional bolt-ons components.
Included will be key requirements such as co-branding opportunities, sponsorship opportunities, POS presentation materials, website look and feel, set or interior design, publications, and marketing collateral.
We will also consider potential likely profit centres such as branded goods and merchandise.
Most excitingly are the ideas yet to be revealed through this process.
The creative team:
Don Jack – creative director and founder of IDEAS
Don Jack has worked as creative consultant for WetWetWet, NBC Universal, Prince, The Edinburgh International Magic festival, British Airways, Scottish Enterprise, British Waterways, BP Worldwide, Crime Stoppers, the BBC, The Scottish Office, Visit Scotland, Gleneagles Hotel among many others primarily in the Tourism, Entertainment and Leisure, Events and Exhibitions sectors, (also Charity, Consumer and Corporate markets), working with these clients in the UK and overseas.
Stuart Robertson – Studio head of design
A consummate creative thinker, Stuart has been part of the IDEAS team for more than two decades. With a reputation for his coolness under pressure, Stuart is regarded by many as one of the UK’s leading designers.
Annette Jack – Project management, financial controller and administration director.
Annette ensures the day-to-day smooth running and organisation of each project, which she fulfils instinctively having now worked with the consultancy since its inception.
With more than 30 years in the business of creativity, IDEAS has gathered a loyal team of highly creative and motivated creative, media and production specialists.