What we do as a Brand Consultancy

An overview of how we get stuck in.

We take a client’s objectives, define their brand strategy, sprinkle a little creative magic and voila! – brands that positively change minds. We get into the hearts of our clients, the minds of their customers and into the hands of everyone.

1. Learn

2. Define

3. Create

4. Engage

Learning About You

Understanding the core values of your business & discovering what spins your wheels.

Brand Inspection

As a starting point it’s important that we evaluate your brand’s performance. We gain key information from your customers, staff and established market sources, forming a stable understanding of where your brand position is today.

Opportunity Knocks

Once you have an understanding of what your competitors are executing and what their values are we are much more geared to explore alternative directions and push your brand’s own proposition as well as it’s differentiators.

Evaluation Report

Our scope & learn report focuses on the key issues depending on what is required. The reports cover competitor analysis, global best practice reports, local best practice reports, market opportunities and many others.

Defining Your Objectives

Defining the make-up of your company from the inside out. We look at your brands heart, soul & personality as well as the way it walks and talks.

Brand Value proposition

Once you know what makes you different from your competitors i.e. the reasons customers choose you, you then need to define this, making a clear statement about who you are.

Mission

Work out what you need to do to achieve your vision. Our clients often know better than anyone how to achieve their mission: we simply help them understand how to break this down and sculpt it into something visible, like a roadmap or critical path.

Vision

Have a dream, a goal that is the long term objective of what you want to achieve. We help our clients understand where they want to be and help them craft this into a clear and simple statement.

Value Sets

Through workshops we help you create a short set of values that help define who you are, how you behave and how you want the world to see you, for example, contemporary, agile fresh thinkers or established, strong and committed.

The Big Idea

This is your differentiator, the single thing that sets you apart from your competitors i.e. what makes customers choose you over another. We like to explore new and creative ways of distinguishing our client’s proposition, something that becomes the DNA of the brand differentiator: the big idea.

Brand Architecture

Are you a corporate brand or a house of brands? I.e. are you a Virgin or a Diageo? Do you intend to introduce line extensions with your brand? Are you a monolithic brand or anendorsed brand? We get to understand our client’s objectives and create brand architectures that are relevant to the brand, its culture, business model and structure, and the competitive landscape.

The Creative Process

Take the logic, add a little creative magic. Successful brands for today need to have something special, something almost indefinable. This comes only from an exceptional creative team with the ability to a take a brand strategy and find the magic that transforms the dream into a visual reality. It should lead the market, inspire customers and shame your competitors: the strategic differentiation.

Naming

Names play a vital role in a brand’s success. Does the name suit the purpose? Is it available as a domain name? Is it search engine friendly? Is it memorable? Is it cross-cultural? Does it matter? These issues and more are vital to the success of your brand and must align with your brand strategy. These days this part of a project can be a minefield and, unless the correct processes are followed, costs can spiral.

Legal Searches and Trade Marking

The process of finding or creating a name needs to be smooth and considered. You need to make sure that the name is not only best suited for purpose, but also that it’s available and not being used within your market classification. Indeed, domain name availability and market classification need to be checked constantly throughout the naming process.

Brand Implementation

Good implementation of a brand is vital – an understanding of the delivery channels and applying the components of the brand consistently is an art.

Brand experience

The experience is a vital part of a successful brand. Every day the consumer experiences brands on multiple channels such as websites, PDAs, DTV, packaging and stores. Althoughbrand experience is a relatively new term and consideration, it’s what is being used today to make the difference. Customers become absorbed in the brand if the experience is positive and brand-aligned. For example, if your company is from the gaming sector, then we make sure customers enjoy the experience in a playful and sensory way. If you’re a professional or a public service business, we make sure your customers understand your business and that relevant content is fast and accessible, as data, not play, is key here. Rareform has a track record of developing appropriate and successful brand experiences.

Visual Identity

Your visual identity (logo, colour, typography, photography etc.) is your company’s visual queue. Its intention is to symbolise and communicate, as far as possible, what the company stands for. Therefore it must be aligned with the company’s strategy and values. These days, it is equally important to create differentiation at this level – simplistically, brands that push the boundaries are memorable: brands that don’t are not. At Rareform we have a proven track record for creating brands that arrest attention and add real market benefits.

Tone of voice

Your tone of voice is the verbal manifestation of your brand and, as such, needs to reflect your organisation’s strategy and values. This should be controlled with as much care as yourvisual identity, via print, advertising, call centres, every channel that your customers come into contact with.

Brand Guidelines

Guidelines are vital in managing implementation and future consistency. They come in many forms: brand books to help express a company’s strategy to staff and suppliers; overviewguidelines that cover all basic identity issues such as the logo, colour, exclusion zones, typefaces, photography style, tone of voice, etc; full technical guidelines that cover all implementation issues, such as annual reports, brochures, bills, stationery, Powerpoint & Word templates, websites, extranet sites, PDAs, livery, way-finding, signage, interior design & specification and packaging etc.

Engaging Your Audience

Brands are more than just visual identities – a brand is the perception in a customer’s mind based on the whole experience they have with an organisation. You could have the most recognised and respected brand in the world, but unless your staff understand and operate according to your brand’s values, your customers could soon become frustrated or dissatisfied with your service or organisation. In this case your brand could become a well recognised symbol for bad experiences! Real value can be gained by training and coaching your staff and having regular workshops to help share and embed your brand’s ethos.

Behaviour change

Getting people to change ways they communicate and operate can be challenging, but it is vital if you want your brand to succeed.

Training

Regular training and “train the trainer” sessions help immerse an organisation in relation to“living” its brand. We plan and manage interactive workshops and training sessions, providing engaging tools to help encourage, change and manage positive staff behaviour. This should go right through the employee’s “journey”, from recruitment to staff induction packs, through to their day to day working experience and beyond. Even recruitment campaigns should be consistent with the overall brand strategy: i.e. one fluid brand journey.

Measurement & review

Processes and procedures need to be put in place to measure staff progress, review internal brand awareness and incentivise further achievement. This can be done in many ways, often aligned with mechanisms such as KPIs (key performance indicators), VIAs (values in action) and general bonus incentive schemes.

Internal communication

Internal communication plays an important role in staff brand engagement. Taking the time and opportunity to speak to staff and share news and relevant information can help improve quality and reduce risk and effort. Sharing the organisation’s values via internal channels such as intranets, newsletters, screen communication networks, DM, posters and more will go a long way towards ensuring that your employees are always “on brand”.

Brand Guardians

Empowering people to be responsible for your brand can help create a control structure which in turn should, over time, help your team not only appreciate but “live” the brand.

A brand is nothing more than a story wrapped around a product or service … the reason we consistently refer to a small handful of brands is because they’re the ones that have got their stories straight.

– Richard Cordiner, Leo Burnett.

How we’ve nailed the Creative Process

A detailed look into our creative process.

We like to keep things simple, let our creative team explore and not hinder their journey. Equally, we like to take our clients along that journey with us arriving at a perfect solution. We have an amazing team so why not let them fly.

Then again, we understand and appreciate our clients know the journey ahead better than we do, they often understand their customers better than we do and they should certainly know their product better then we do, client knowledge is vital and tapping into this is the key to a successful result.

Learn

These are the reasons we have a process in place, to make sure we get the best from our clients, the best from their customers and the best from our designers. Process for any other reason is pointless and damaging. The chart above gives some pointers on how we work, what to expect and what to think about.

Define

Then again, we understand and appreciate our clients know the journey ahead better than we do, they often understand their customers better than we do and they should certainly know their product better then we do, client knowledge is vital and tapping into this is the key to a successful result.

Graphic Design

90%

Web Development

70%

Animation

30%

Creative

99%

Think you’ve seen enough? We’d be happy to answer any questions you may have?