BRAND STRATEGY

The consumer–brand relationship has greatly changed over the last few decades. From being a transactional one, it has now evolved to being an emotional relationship.

There is a great product or service that you have bravely and painstakingly envisioned. You have a vision, your business plan and economies of scale.
But, your brand is a living and breathing entity. It has a purpose, it makes a promise, and it has personality. It interacts with people and has a story to tell. Your brand lives in every day-to-day interaction it has with it’s market.

Our Approach:

There is a great product or service that you have bravely and painstakingly envisioned. You have a vision, your business plan and economies of scale. But, your brand is a living and breathing entity. It has a purpose, it makes a promise, and it has personality. It interacts with people and has a story to tell. Your brand lives in every day-to-day interaction it has with it’s market.

Discovery: We take a fresh look at your organisation, brand, and your intended consumers, conduct research and understand perceptions. We identify gaps and create the founding framework.

Articulate: Based on insights from phase one, we build the brand ethos and architecture, the brand persona and positioning to complete the brand identity system. For successful implementation, it is imperative to drive the process at this stage with inputs from all stakeholders.

Execute: With all the ground work in place, we set brand guidelines, both verbal and visual, to ensure there is consistency in communication of the brand promise across all touch points.

Read about the brand strategy developed for a service Indian banks bank on.

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IDENTITY SYSTEMS

A collection of elements that are unified, flexible and consistent to your brand promise.

Most people think an identity is a logo. It very well could be, however, to truly build an identity for your brand, system is key.
A good system is adaptable to different media and proportions, is scalable and ensures consistency.

Our Approach:

The Visual Identity:To ensure we communicate your brand promise effectively, we base the primary and secondary logo mark, along with the colour story and type story on the overarching brand strategy and ethos.

The Tone of Voice What we say is important, but how we say it is paramount. We set the verbal, textual and visual tone of voice for your brand, to ensure every interaction with it is speaking the same language.

The Visual Language: With the brand mark and primary components in place, we progress towards creating a visual language for your brand. A language that could be graphic, illustrative, photographic, textual or all of these.

Read about how the lack of a thoughtful identity system affect brand communication.

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PACKAGING DESIGN

As we walk down a crowded aisle in a store, either the familiar stand out or the vastly different. The in-betweens almost always fail to resonate.

With the plethora of products available in retail today, it is essential to communicate effectively; albeit quickly with your potential consumer. Consumers are a lot more aware today, which is why is this small window of time, be it online or offline, is essential to get their attention and make an emotional connect.

Our Approach

Understand: We study your competition and understand consumer behaviour closely to device a messaging strategy that is effective and connected to your consumer.

Build: With the messaging strategy in place, the next step is to zero in on the structure of the packaging and the information architecture, which eventually lead us to create the surface graphics.

Evaluate: We find it imperative to evaluate our creations vis a vis the competition to ensure we are staying true to our product category, at the same time not falling into the trap of being a ‘me too’ brand.

READ ABOUT HOW EFFECTIVE PACKAGING CAN NOT ONLY PROTECT YOUR PRODUCT, BUT ALSO YOUR BRAND.

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COMMUNICATION DESIGN

As a brand, you must aim to be at the right place, at the right time and say what's right. Or nothing at all.

People are often confused between marketing strategy and communication strategy.

No, they are not the same.

To be implemented alongside your marketing strategy, a great communication strategy is pivotal to succeeding, especially in today's extremely cluttered market.

Communication is a two way street. You hear them out and you respond - not react. In case of a brand, the scales between the two should ideally tilt towards listening. When you listen more than you say, you can understand your consumers and their perceptions of you. You can optimise your marketing strategies basis your discoveries from listening. You'll know what your consumers like and don't like, and how you can help improve their experience with you. A key aspect of every business is expense management. When a brand listens, it can eliminate marketing efforts that don't work with it's intended consumers.

Thoughtful communication strategies incite dialogue and interest. They stir emotions in consumers and help build a memorable brand experience. This is because they are essentially a roadmap for your sales and marketing teams (yes, these are different teams.) Your communication strategy will guide your teams through every interaction they will have with your internal and external stakeholders. We'll decode what you should say, where, when, in what measure and how.

Read about how a refreshed communication strategy resulted in increased seasonal sales.

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USER INTERACTION DESIGN

The effectiveness of any interaction design is measured by the union of functionality and attractiveness.

The basis of Interaction design is form followed by function. Function and form are always interconnected. In interaction design, there’s a balance between both. A successful user interface is intuitive, efficient and user-friendly.

Our Approach

Content First:The Content First approach is the difference between a well-planned, on-budget digital experience and a delayed launch that requires re-work, re-thinking, and requests for additional budget.

Information Architecture: Information architecture aims at organizing content so that users would easily adjust to the functionality of the product and could find everything they need without big effort. Visual elements, functionality, interaction, and navigation are built according to the information architecture principles.

UI Systems: The purpose of a UI is to enable a user to effectively control a computer or machine they are interacting with, and for feedback to be received in order to communicate effective completion of tasks. Effective UI systems are built on the study of user behaviour patterns and norms.

Read about how we built AN ONLINE TRADING APP FOR A LEGACY BRAND TO REACH A LARGER AUDIENCE.

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