Digital Circle
Brand Strategy
Our approach is all about creating insightful, understandable and usable brand strategies.
Need brand strategy?
Brand strategy is an opportunity for your business strategy to be brought to life, it steers the organisation as one, towards your business goals and ambitions. It can also help build and foster a positive culture within your business by unifying everyone around a purpose that they all understand and can really get behind.
Brand strategy – Discovery
Our brand strategies are built using insights from only the key parts of your world. Through stakeholder interviews and brand research, we get to understand your business, its products and services, your audiences and the market you operate in. These help us to identify an ‘organising idea’. An idea that sits at the heart of your business, an idea that inspires and informs every expression of the brand, and points you in the right direction.
Understanding who you are
We conduct a deep dive into your business and brand to understand where you have come from, what your current state is, and where your ambitions and opportunities lie.
First, we’ll immerse ourselves in your business, experiencing its products and services first-hand. This gives us a perspective vital for identifying the good and bad moments within the customer journey. We’ll also get to look under the hood of your business with site visits to meet the people who make it all happen.
During a brand health check of your current visual and verbal communications across all channels, we’ll consider a number of metrics including clarity of message, consistency of execution and differentiation in the market. This allows us to understand the critical challenges for the identity design and copywriting stages.
We ensure that the relevant internal stakeholders are consulted during the discovery phase with a series of depth interviews, online surveys and workshops. These cover topics such as; the perceptions of your business in the market, current and desired personality traits, what you know about your audiences and where you see yourselves in relation to your competitors.
Identifying audience needs
As well as talking to you about your audiences, we’ll also get the low-down directly from them. Through depth research, we’ll build a picture of their needs and wants, what motivates them when making decisions, what their pain points are and what they love about you!
Market opportunities
Understanding your broader market and benchmarking you against competitors ensures we can position you in a distinct space in your market. We conduct research on a range of competitors, examining their apparent strategy, visual identity, tone of voice and marketing activity.
Brand strategy – Definition
Along with your organising brand idea, we create the tools you’ll need to build your brand inside your organisation and take it to market.
- A clearly defined purpose to unite your team
- Behaviour-based brand values that help build a positive culture and consistent customer experience
- An authentic story that sets out what you stand for, how you do things and what makes you different
- Benefit-driven key messages that are built around your strengths and aligned to your audience’s needs
- Defined personality traits to assist with design consistency and writing with one voice.
Brand strategy – Inspiration
The brand strategy’s main job is to inform a cohesive experience for the brand. This could be through consistent visual and verbal communications, or even by influencing the recruitment and behaviours of the very employees that will be delivering the experience every day.
The style and delivery of your products and services should also align with your brand strategy, as should the partnerships and endorsements you engage in.
The best brand strategies are something everyone internally and externally can believe in, they have commercial relevance and drive growth, They signal what makes you better than and different from the herd, and they move you towards your business goals.
Let's Work Together.
We pride ourselves on our meticulous attention to detail, speed of delivery and the genuine advice we provide throughout the process. Last but not least, we try to be as flexible as possible, within your budget and deadlines.
So if there is something you think we can help with, feel free to give us a call and we’ll walk you through the rest!
