Step 1: Laying the groundwork for brand positioning
Every great journey begins with a single step, and in the world of brand development, that step is our initial consultation. This is where we roll up our sleeves and really get to know you and your business. We’re not just scratching the surface here; we’re diving deep into what makes your company tick.
First things first, we want to understand your objectives. What are you hoping to achieve with this branding project? Are you looking to attract a new demographic? Reposition yourself in the market? Or perhaps you’re starting from scratch and need a brand that’ll make you stand out from day one. Whatever your goals, we’re all ears.
Next, we’ll take a good look at your current brand identity (if you have one). What’s working? What’s not? And if you’re starting fresh, we’ll chat about your vision for the brand. This is your chance to share your dreams and aspirations – don’t hold back!
But we don’t stop there. We’ll also discuss the lay of the land in your industry. What are the current trends? Who are your competitors? Where do you see yourself fitting into the market? This birds-eye view helps us ensure that the brand we create for you isn’t just beautiful, but strategically positioned for success.
Step 2: Research & discovery
Once we’ve got a good grasp of your business and goals, it’s time to roll up our sleeves and do some serious digging. This is where our team of brand archaeologists (okay, we made that title up, but it sounds cool, doesn’t it?) gets to work.
We’ll conduct in-depth market research, exploring every nook and cranny of your industry. We’ll analyse your competitors, not to copy them, but to understand how we can make you shine brighter. We’ll also delve into your target audience, getting to know their likes, dislikes, habits, and dreams. After all, these are the people we’re trying to connect with.
If you’ve got an existing brand, we’ll put it under the microscope with a comprehensive brand audit. We’ll identify what’s working well (so we can build on it) and what might need a bit of TLC. And don’t worry – we’re not here to criticise. We’re here to find opportunities for growth and improvement.
Last but certainly not least, we’ll gather insights from your customers (or potential customers if you’re just starting out). Their perceptions and desires are pure gold when it comes to shaping a brand that resonates.
Step 3: Strategy development
With all this juicy information at our fingertips, it’s time to start building the foundations of your brand. This is where things start to get really exciting in our positioning workshop. We spend a half day with you and your team to lay the foundations and define your brand positioning. What makes you unique? What’s your special sauce that sets you apart from the competition? We’ll distil this down into a clear, compelling value proposition that’ll make your target audience sit up and take notice.
Next, we’ll craft your core messaging. These are the key points that you want to hammer home in all your communications. They should reflect your brand’s values and resonate with your audience. Think of them as the hooks that’ll reel your customers in.
We’ll also map out your brand architecture. This is especially important if you’ve got multiple products or services. We’ll create a clear structure that shows how everything fits together under your brand umbrella. It’s like creating a family tree for your business – everything has its place, and its relationships are clear.
Step 4: Bringing your brand to life
Now comes the part that many of our clients find the most exciting – watching their brand come to life visually. But remember, we’re not just playing with pretty pictures here. Every visual element we create is firmly rooted in the strategy we’ve developed.
We’ll start with your visual identity. This includes your logo (the face of your brand), your colour palette (the emotions of your brand), and your typography (the voice of your brand). We’ll also develop any other design elements that’ll help make your brand instantly recognisable.
But a brand isn’t just about looks. We’ll also define your brand voice – the tone and style of your communications. Are you formal or casual? Serious or playful? Professional or irreverent? Your brand voice should be consistent across all your communications, from your website to your social media posts to your customer service interactions.
To help you visualise how all this comes together, we’ll create mock-ups and prototypes. These might include designs for your website, packaging, business cards, or any other touchpoints where your brand will interact with your audience.
Step 5: We are all about collaboration
At TOTEM, we believe that the best brands are born from collaboration. That’s why we don’t just disappear into our design cave and emerge with a fully-formed brand. We keep you in the loop every step of the way.
We’ll present our concepts to you in a clear, engaging way. We’ll walk you through our thinking, explaining how each element ties back to the strategy we’ve developed. This is your chance to see your brand come to life, and we want you to be as excited as we are!
But this presentation isn’t a one-way street. We want to hear your thoughts, your feedback, your concerns. Does this feel like you? Does it capture your vision? If there’s anything that doesn’t quite hit the mark, now’s the time to speak up.
Based on your feedback, we’ll refine and iterate. This might take a few rounds, and that’s okay. We’re not happy until you’re thrilled with every aspect of your new brand. Remember, this is a partnership, and your input is invaluable.
Step 6: Launch & rollout
The big day has arrived – it’s time to introduce your shiny new brand to the world! But don’t worry, we won’t just hand over the files and wave goodbye. We’re with you every step of the way.
We can work with you to create a comprehensive launch strategy. This might include a teaser campaign, a big reveal event, press releases, or a social media blitz. Whatever approach we take, our goal is to make sure your new brand makes a splash.
We can also help train your team on the new brand. After all, your employees are your brand ambassadors. We want to make sure they understand the new brand identity and messaging, so they can represent it confidently and consistently.
And if required, of course, we’ll provide guidance on marketing strategies that align with your new brand. We want to make sure you hit the ground running and start seeing results from day one.
Step 7: Nurturing your brand
Launching your new brand isn’t the end of the journey – it’s just the beginning. We’re committed to supporting you long after the initial excitement has died down.
Sometimes you might need comprehensive brand guidelines. Think of this as the instruction manual for your brand. It’ll cover everything from how to use your logo to what fonts to use in your emails. This ensures that your brand remains consistent, no matter who’s creating content for you.
We’ll also check-in to evaluate how your brand is performing. Are you seeing the brand awareness results you hoped for? Is there anything that needs tweaking? Do you now need brand campaigns? We’re always here to help you evolve and improve.
And as your business grows and changes, so too might your brand needs. We’re here to support you through those changes, ensuring your brand continues to serve your business objectives.
What you need to know before we begin
We know that embarking on a branding project can feel like a big step. That’s why we want to make sure you feel completely comfortable before we get started. Here’s what you can expect from us:
- A Clear Process: We’ve laid out our approach here, but we’re always happy to explain further. You’ll know what’s happening at every stage of the project.
- We’ve been doing this for years, and we’ve got the track record to prove it. We’re happy to share case studies of similar projects we’ve completed successfully.
- A Collaborative Approach: This is your brand, and your input is crucial. We’re not here to dictate – we’re here to collaborate and create something amazing together.
- Complete Transparency: No smoke and mirrors here. We’ll be upfront about timelines, costs, and any challenges we might face along the way.
- A Focus on Value: We’re not just creating a pretty logo. We’re developing a strategic visual identify asset that will add real, measurable value to your business.
- Ongoing Support: Our relationship doesn’t end when we hand over the final files. We’re here to support you as your brand grows and evolves.
- Risk Mitigation: We understand that this is a big investment. We’ll work with you to identify and mitigate any potential risks.
- Clear Success Metrics: Before we start, we’ll agree on how we’ll measure the success of the project. This gives you confidence that you’re getting real results.
At TOTEM, we’re passionate about creating brands that stand tall and stand out. We pour our hearts and souls into every project, treating your brand with the same care and attention we’d give our own. We can’t wait to work with you and help your business reach new heights. Ready to get started? Let’s chat!
TOTEM: Guide to positioning
This simple guide is designed to equip you with tools and strategies to navigate positioning effectively. Whether you’re new to the concept or seeking to refine your existing strategy, this will serve as your compass in the journey toward a strong positioning and a powerful brand identity.
