Create from what we know,
not what we think.
To be fearless, we must be confident.
To be confident, we must understand the problem.
GENESIS? is a process that deeply explores and discovers the true essence of a brand. It gets to the root of a challenge facing a brand, and helps us define what the brand truly stands for.
GENESIS? has four phases. Each phase has a specific role in the branding process and its own set of objectives that it aims to accomplish.
In the final phase of GENESIS™ the brand and communication strategies become expressed in creative terms.
Visual Identity System: this could include a new name, and visual identity including typography, colour palette, and imagery.
Creative Platform: this includes the big creative idea that will shape all aspects of the brand expressed through all the channels identified in the communications plan.
Brand Launch: all the creative elements come together as we execute the communications plan in all selected digital and traditional channels.
In Synthesis, we validate and refine the brand strategy and create an integrated communications plan in preparation for the brand roll out.
Research: drawing from a variety of in-person or online qualitative and quantitative methodologies, we customize an approach that suits the client’s budget threshold and need for due diligence.
Final Brand strategy: Based on the research findings, we refine the brand strategy and present clients with a final strategy that will include the strategic imperatives necessary to execute the strategy.
Integrated communications plan: We analyze target audience media habits, audit the most effective and efficient channels, and recommend the optimal marketing strategies & tactics to deliver the brand message.
In Premise we analyze and report on all we have learned in Preface so as to facilitate the brand de-construction and creation of a draft brand strategy:
Reporting: we present a report combining insights gleaned from our review of client research and data, the outcomes and verbatim from stakeholder interviews as well as analysis and mapping of the competitive environment.
Brand Deconstruction: we facilitate an all day brand strategy session including key client and agency stakeholders. Over the day we define key business and communication objectives, document target audiences and behavioural insights, identify the tangible and emotional brand attributes and customer benefits, as well as the brand’s values and character.
Draft Brand Strategy: assimilating and interpreting all the data and insight we propose a strategy that includes a Brand essence, Brand positioning, Value proposition, and Key messages.
The first phase of GENESIS™ is about gaining context and understanding about the current state of the brand. We focus on three main areas:
Category & Brand Assessment: we immerse ourselves in all the available data and try to discern the leading trends in the category and the core equities the brand currently has.
Target Audience Assessment: we use research to understand who are the most important audiences, What is their mindset toward the category? How do they feel about the brand and what insights can they provide us that will help shape the brand.
Competitive Assessment: we identify, review and map the brand’s primary competitors. How are they positioned? What is their value proposition? How do they communicate and in what channels? What is their share of voice in the market?