The birth of a brand

making it work for you.

What is a brand?
A brand, your brand is a culmination of many elements that eminate from the organisation, consolidating to produce a promise to your audience, that promise is the life blood that flows through every vein of the company. The issue for many organisations is capturing and distilling the pure value of the brand, ensuring complete audience engagement, differentiation that stakes a claim in the market and value proposition that allows the organisation to produce growth making profit! The following pages break down exactly how Pomegranate provide our clients with what we call Brand Confidence, our proven process for successful brand development.

Its time to define your brand with confidence:
Brand strategy is the process of identifying your brand’s most compelling unique attributes and combining them into a unique promise. A strong brand stands out from its category. It’s relevant to those who come into contact with it. it’s believable, because it’s built on credibility and a compelling truth, during the first stage of Whether the task at hand is brand creation for a new company, or rebranding a global company due to a change in business conditions, we employ a process that’s proven and comprehensive we call it Brand Confidence TM . Brand Confidence is our five phase formula to complete brand success.

1. Knowledge
Getting under the skin...
Depending on the challenges that face your organisation, we will employ an array of qualitative and quantitative research strategies and methodologies: • • • • • • • Segmentation studies Brand image assessment Competitive analysis Web site usability Semiotics and messaging Comms analysis Benchmarking • • • • • • • Audience profiling & persona’s Buying behaviour analysis Workshops / Focus groups Media touchpoint assessment Online ROI tracking SEO Analysis Name testing and validation
Belief

Internal

Promise

External
Pereception

In addition, Pomegranate use a Strategic Brand Assessment— a method that enables us to evaluate the strength and value of your internal brand. Unlike traditional research methods that look at the brand from the “outside in” by measuring customer attitudes, the Strategic Brand Assessment fills another critical need by looking at the brand from the “inside out” using the perspectives of company management and employees. This technique uncovers underlying business or marketing issues that may be undermining the success of the brand, shows cultural alignment or the lack thereof, and recommends ways to improve marketing communications in order for the brand to reach its potential. Touchpoint Mapping is another valuable research tool we use to define and illustrate every potential point of contact between your brand and its many audiences. By outlining your brand touchpoints, you can implement the right practices and processes to ensure that customers and other

audiences have consistently positive experiences. We use brand mapping—the process of identifying your organization’s unique attributes, surveying the competitive brand positions and analyzing opportunities—to define an area that is unique to your company and compelling to your internal and external audiences.

2. Strategic Vision

Building the foundations...
Strategic vision contains the crucial stages in the development of the robust foundations, a brand must be able to breathe and grow with the organisational demands. Brand Architecture Brand architecture is the hierarchical structure by which brands, products, services and subsidiaries are managed on a relative basis to each other within an organizational entity. For example, is your organization’s brand architecture a Branded House, emphasizing the corporate brand, or a House of Brands, with individually branded products or divisions? Brand architecture also involves the development of nomenclature systems and sometimes a Brand Decision Tree to determine the function and role of Parent Brands (think Procter & Gamble), Endorsed Brands (Stainmaster by Dupont), Ingredient Brands (“Intel inside”) and StandAlone Brands (did you know the Ritz-Carlton brand belongs to Marriott?). Pomegranate can help you identify the appropriate brand architecture for your organization—and implement it—so that the structure and its benefits are clearly defined, accepted and understood.

ie Your Aud

itors 1. Compet s 2. Barrier 3. Social 4. WOM tial en 5. Experi ...

pan Your Com

y

nce

Brand Creation We thrive on the opportunity to create a brand from the ground up. In order to give it life, we identify the organization’s core attributes, conduct extensive internal and competitive research, and develop the foundational positioning—all of which set the stage for the creative process that follows in Expression. Brand Positioning A brand position must be relevant, believable and defendable to thrive. A strong brand stands for something. The most compelling brands claim the highest ground—they own a mindset. Volvo and safety. Nike and performance. Virgin and Passion. Energizer and longevity. So what’s your brand position? Is there one word you can own? Once we have identified, substantiated and detailed your brand pillars, we combine them to express their cumulative benefit—your brand position. We identify the brand’s guiding principles and values, and craft an elevator statement so that everyone in your organization can explain the brand and its positioning clearly and consistently. We then establish the brand personality to guide its voice, tone and visual expression. In any given industry or category, we create brand positions that clearly differentiate our clients’ companies from their competition—and also carry high growth potential. Connection Planning Far beyond traditional media planning, there is connection planning— recommending and developing relevant channels by which to reach your target with a mix of integrated media strategy, architecture and planning. Depending on your audiences, we’ll identify the right use or combination of mass media, interactive, outdoor, broadcast, and new media. We also employ social network strategies and planning, stewardship, and tracking, reporting and analysis. Go-To-Market Strategy Strategic development precedes and guides all of our brand communications—namely the implications of segmentation, distribution, pricing and placement. Once a strategic approach to these variables has been resolved, we determine the overall go-to-market strategy and move into creative development.

3. Expression

Bringing the brand to life...
Brand Communications One of the most significant advantages you’ll get from Pomegranate is the seamless transition from brand strategy through the creative development, execution and production of marketing materials. The same team members who create and develop the brand strategy also manage its evolution into brand communications—ensuring that the voice, spirit and positioning elements of the brand shape all creative messaging from launch through implementation. Brand Naming What’s in a name? When done right, a good name has gravity, subtext and style—all of which make it memorable and proprietary to your brand. At Pomegranate you’ll find that brand naming is an in-house skill set that many other brand firms typically outsource. Companies, products, services, spin-offs, joint ventures—you name it and we’ve, um, named it. With a finalized name, we begin the step of giving the name what it needs to thrive—context. Brand Identity Brand identity begins with logo development, yet it also goes far beyond it. Our brand identity designers are experts at crafting corporate signatures that express the essence of the brand. For every project, they explore all

aspects of identity design—intent, typography, colourways, iconography, and more—to create studies that typically include several dozen candidates. Similar to our naming process, a wide net is cast for purposes of exploration, leaving no relevant consideration untouched. Once a corporate mark has been finalized, we develop the brand expression—or the brand’s look and feel—that includes an expanded colour palette and typography, imagery, repeating elements, and other considerations that give the brand its proprietary and aesthetic qualities. The visual identity system then becomes a major component of the brand guidelines manual, which serves as the “brand bible” to ensure the brand is expressed consistently and appropriately as it is adopted by members throughout your organization. Creative Development Beyond all of the research, planning and strategy—the importance of which can’t be underestimated—lies the true nature of brand communications: connecting with your audiences through creative expression. Brand communications have been a core competency of Pomegranate since our founding, and our skill sets have only sharpened as the methods of brand contact have grown exponentially. We develop offline and online brand content in the following categories: * Advertising—print, interactive, broadcast, outdoor and nontraditional media * One-to-one marketing/direct marketing * Web site and web application development * Internal communications (employee-facing) * Collateral materials * Sales force material/content * Trade show/Road show applications * Online forums * Graphic Design * Experiential * Point-of-purchase

Digital Marketing As the importance of the web as a branding and marketing medium increases, Pomegranate is committed to offering best-in-class services across the digital landscape. This includes expertise in research, web design, and online media. Whether you need a dynamic website that generates leads and drives sales, or an innovative online campaign to increase brand awareness, we go far beyond web marketing to create a robust and effective business tool for your company. Our digital services include: Strategy, Planning & Analytics * Customer, Channel & Consumer Research * Web, Marketing & Blog Analytics * Audience Segmentation & Profiling * Web 2.0 & Enterprise 2.0 Strategies Interactive Marketing * Creative Services * Brand Building & Direct Response * Integrated Campaigns * Social Networking, Community Building & Blogging * Emerging Platforms * Mobile Marketing Web & Interactive Development * Web Design & Development * Information Architecture * User Experience & Interface Design * Content Creation * Content Management & Technology Solutions Media Planning * Media Strategy Development * Search Marketing (SEO, SEM/PPC) * Email & eCommunication Marketing * Online Advertising & Ad Serving * Viral & Social Media * Media Mix Planning Customer Relationship Management * Lead Generation & Management * CRM Strategy & Implementation * Incentive & Loyalty Marketing

4. Production

Its not a challenge with the right approach.
We have deployed some of the most complex brand awareness programmes imaginable, ranging from the global messaging campaign for UK Trade & Invest, that included an ad campaign to cross 34 Airports across the globe, 42 business and academic publications in 14 languages, whilst providing the online production of an extensive public website and internal information intranet! Our clients are used to the rigorous procedures we apply to every level of our production. It is imperative to us that your brand is implemented with meticulous attention to detail across all media channels. Because of this we have developed our unique QC testing and application process that provides peace of mind through out the deployment of all our projects.

5. Evaluation
Success..! but how do you know?
Regular analysis of the brand effect, internally and externally, is crucial for understanding the impact, engagement and permeation of the brand message. With the correct insight, brand evolution can be applied with control and streamlined cost efficiency. Today we have more accessibility to devices and systems than ever before, we can assess reach, absorbtion, channels, sentiment.... the list is extensive. At Pomegranate we work with each client individually to define an analysis strategy that will both be manageable and provide the data points with the greatest relevance for the organisation. We establish the primary feedback loops and analysis points from the first phase of our process. Using the robust benchmarking activities initiated in the knowledge phase, to be cross referenced. Our evaluation process encompasses a comprehensive selection of data interrogation methods and technical tools: • • • • • Sales team diagnostics Marcomms matrix Web analytics Social Media monitoring Emarketing analysis

Additional components of our approach: Brand Influence We define brand Influence as the process of educating and training everyone in your organization so that they can “live the brand.” We conduct workshops and training sessions, provide training materials and provide ongoing support to ensure widespread brand adoption. This essential aspect of brand development results in your people—who are often the main brand touchpoints—not merely understanding the brand but personifying it. Brand Stewardship Throughout every engagement, we serve as your brand stewards— thinking proactively on your behalf to advance your brand’s market position. The dedicated team on your business manages the day-to-day pursuits without losing focus on the bigger picture, which is to build the value of your brand over time. Channel Management Pomegranate goes beyond channel marketing to true channel management. We are experts at managing sales channels to increase awareness, generate leads and drive revenue generation. Our strategies and programs are designed to bridge the gap between marketing and sales—effectively driving growth through the implementation of flexible, scalable and proven solutions. RB’s channel management services include:

The next step:
We hope this has provided you with greater clarity and insight into the fundamentals of a true definition of branding. If this has inspired you to learn more about how Pomegranate create truly confident brands, please contact us now. We would be happy to discuss your requirements further.

Making contact:
Write: info@pomegranate.co.uk Chat: +44 (0)20 7336 7322 View: www.pomegranate.co.uk

info@pomegranate.co.uk www.pomegranate.co.uk or call 020 7336 7322.

Sign up to vote on this title
UsefulNot useful