Brand Strategy

Melbourne Branding Consultant

My Strategic Approach

I’ve developed my own unique approach to Brand Strategy that is as effective as it is simple. I like to think it’s the most bull sh*t free, empowering and flexible approach you will find.

I have a clear and proven process I follow [The Design Thinking Process] as well as hundreds of tools to help me dissect a Brand, the market, consumers and trends, all of which I can draw on if and when needed.

Some of the start-ups I work with may require a much more Agile approach. It’s more about how to quickly bring a new product to the market in an iterative way which will allow for ongoing development. Fail fast!

Much of my work is about uncovering narratives and bringing them to life, visually and verbally. This usually means articulating a central Brand purpose as well as lots of minor Brand stories. I develop both the visual & verbal aspects of the narratives across a broad range of media, from packaging to digital, environmental and experiential.

My strategy work includes a 360 degree approach. This is simply working out how and where best to communicate all the narratives in such a way that they work together for maximum efficiency and effectiveness.

How I build your Brand

Discover

Define

Develop

Deliver

A UNIQUE AND PROVEN APPROACH

I’ve worked with many different strategic approaches over the years and have distilled all the best parts into one. It is based on the Classic Design Thinking process but modified specifically for the unique challenges of Branding, combining both research with creativity. On every project I look at each client’s own unique situation and then I pick out the right tools and steps for them. Unlike an agency I don’t slavishly follow the rules and can tear them up if needed. This gives my clients excellent value for money, as they get to focus only on the relevant steps, instead of, as you get with an agency, being forced to jump though a number of hoops that may be completely irrelevant.

Discover

I walk a mile in the clients shoes, then walk another mile in the customers shoes. Understand the current business, its Strengths, Weaknesses, Opportunities and Goals as well as what life is like for employees, suppliers, investors… everyone involved. Get to know the ‘Brandscape’ the market trends and the competitors. Meet the customers [tribes] and understand their shopper missions [scenarios] and where consumers are connecting with a Brand.

Discover

I like to chat to all the workers. Not just the Directors and the marketing team. Getting to know what the people in the factory think and feel about the brand. Finding out their opinions. Some of these people have been at the company a lot longer that the managers. They are the DNA of the company. The brand has to be form them. It has to inspire them and motivate if it’s to truly succeed.

Define

What is the problem that is being solved, how and with what tools and resources? Clearly define what the Branding process should achieve and what results are expected. Start with the right commitments, outlining what can and can’t be changed. Use all the information available to define potential solutions as well as uncovering what was missing from the discovery stage. Collect together all the key ideas, messages and material that are going to be used and discard the rest.

Define

I never take a brief at face value. I pick each brief apart. I check every assumption from a multitude of different angles. If the brief is good, it’s good. If it’s got holes in it and it’s not going to deliver the desired Brand results I work with clients to re-define the problem and the scope of work to maximise the chances of success for the Brand.

Develop

I ideate and create solutions to the problems. New systems, new ways of thinking, new ideas. I develop visual and verbal creative work, everything from Graphic Design to Naming. I use any tool possible to solve problems and invent a few new ones too. Most projects are about developing new visual and verbal communications but sometimes I go deeper and work with clients to re-imagining the whole business and how the BRAND essence guides it.

Develop

The brands I develop, with my clients, are Brands that customers want to identify with. We want our target customers to think “I believe in what they are doing” Our Brand should reaffirm their values, beliefs and/or view of the world. I’m always looking to develop those deeper connections through my work.

Deliver

Bringing it all to life – From complex digital projects to large scale environmental installations. Project managing everything from manufacture and fabrication of merchandise through to building e-commerce web sites. Working with clients to ensure stuff is delivered on time and on budget. Helping to source the right supplier or working with an existing roster. Delivering a consistent 360 degree experience that works across all available platforms and media.

Deliver

The work I deliver to my clients has the same common goal. To bring the brand closer to customers and to create clear points of difference from competitors. The aim is to create a lasting connection that ensures long term loyalty and advocacy. If a Brand stands out it is more likely to be seen and remembered. If a Brand connects with people core beliefs they will be less likely for customers to tell other people about it.

Workshops

I’m currently running: How to build an Authentic Brand led Company, workshops. If you have an established business but don’t have a strong purpose, this could be for you.

Contact me for more information

Brand Strategy

Melbourne Branding Consultant

My Strategic Approach

How I build your Brand

Discover

Define

Develop

Deliver

A UNIQUE AND PROVEN APPROACH

Discover

Discover

Define

Define

Develop

Develop

Deliver

Deliver

Further Reading

Strategy

Brand-Led

It's a Mugs Game

Empathy Maps

Branding Water

Brand Coach

Workshops

0477 031 775