Are you leading your market, or is the market leading you?
BRANDING SERVICES
• BRAND STRATEGY
• BRAND IDENTITY
• LEARNING, SPEAKING & WORKSHOPS
Managing a brand across multiple platforms is an overwhelming challenge. In order to be effective, branding initiatives need to be more flexible and kept simple. Our Brand Future® methodology is not to turn a business into something it’s not, but to clarify, simplify, articulate and amplify its essence of existence: and clearly answering the question "What’s in it for me?".
Brand Strategy - Defining the brand experience
Whether launching a new brand or reinventing an existing one, we frame your brand experience, thus, providing a clear definition and direction. Transforming research into insight and insight into strategy, we empower businesses to harness the value locked inside their brands. Through Brand Mapping, Brand Architecture and Brand Positioning, we partner with our clients to articulate what their brand stands for today and where it will stand in the future.
Brand Identity -
Articulating the brand experience
There is a big difference between bringing a brand to market and bringing a brand to life. By tapping into people’s sensory inputs, we identify and develop Brand Signals that make up the brand experience. Image Mapping, Verbal Identity, Visual Identity and Packaging Identity are just few of the tools we use to provide the structure and flexibility for your brand to adapt within its environment and consumers’ ever changing expectations.
BRAND STRATEGY
• Brand Mapping
• Brand Positioning
• Brand Architecture
A Leader Brand thrives on salient facts and figures that are converted to actions.
Brand mapping is eighttwentytwo’s proprietary insight called Dream Lab which makes otherwise invisible connections visible from research. A comprehensive brand map will help your organization identify new and relevant opportunities to strengthen your brand’s connection with consumers by driving real and intangible differentiation of our results.
Your dream i.e. brand is one of the most valuable assets you own. Brand mapping will identify where your brand lives and where your audience’s needs and expectations can better be managed. The insights gained through this process serve as the basis for initiatives such as: brand/line extensions, new product development, brand innovation and more.
In a market overrun with similar goods and services, experience, rather than product, is quickly becoming the only sustainable point of differentiation. Your brand map will guide your journey, turning insights into action to deliver a unique brand experience.
Our Brand Mapping service provides a visual index of:
• Consumer Behavior (motivations, prejudices, and desires)
• Brand Value (active and inactive)
• Competitive Landscape (misalignments and opportunities)
• Key Insights (opportunities and threats)
Brands equate to specific meaning.
Modern business is full complexities and nuances, politics and market pressure. But, a brand can only become an honest and cohesive experience when an organization has a rock solid plan behind them and a crystal clear vision ahead. We connect people, brands and business to bring your brand experience to life, inside and outside your organization.
Consumers use brands to navigate their way through the marketplace. Stating your intended brand position is simply not enough —you must TAKE the position. To do so you will need to identify what makes your brand special. But, this is often buried so deeply and spread so wide that it becomes difficult to identify. This is where eighttwentytwo® comes in. We draw on our diverse knowledge and experience to break everything down into problem categories, allowing you to clearly see where positive change is possible.
Making invisible connections visible, we move beyond the constructs of category to build sustainable growth. We address brand positioning as a matter of expressing the complexity of your brand concept through simplicity of a uniquely focused promise. This aligns management, employees and brand partners to take an obtainable, sustainable, and favorable position that is clearly defined and understood both internally and externally.
It’s amazing the connections you can see when viewed through the right lens.
Our Brand Positioning service provides:
• Brand Positioning Model
• Brand Positioning Statement
• Brand Story
• Brand Statement
• Brand Messaging Matrix
An effective brand portfolio aligns business objectives
At eighttwentytwo® we see brand architecture as a tool for managing how people inside and outside of your organization understand the relationship and benefits of each of your brands.
How your brands are structured and organized within your company’s core competencies is the foundation for a healthy brand portfolio. We help companies increase portfolio value by managing how individual brands, sub-brands, line extensions and ingredient brands relate to and support each other. We will inventory and evaluate the relationships of each individual brand, to ensure that each brand fits within the organizational structure.
Working closely with our clients we identify the positions of each brand offering and how sub-brands may relate. Defining the unique focus and relevance of each brand ensures that your brands do not inadvertently compete with one another. This balances the short-term need for sales growth, with the long-term objective of increasing portfolio value.
The final brand architecture will establish the category framework for the development and acquisition of new brands as well as future opportunities for how brands may extend into new markets.
Our Brand Architecture services build relationship structures that:
• Expose misalignments and cannibalistic brand behavior
• Unearth opportunities to create new brands
• Illustrate brand families and hierarchies
• Identify line extensions and ingredient brand opportunities
see what we look at, we see who we are in what we look at
• Image Mapping
• Visual Identity
• Verbal Identity
• Packaging Identity
Customers are more than eyes. Can they feel the true identity of your brand with all their senses?
Brands must evolve over time in order to maintain relevancy. Identity mapping provides insight into the critical juncture where your brand image interacts with the outside world. This provides company with a better understanding of consumers’ expectations of your brand based upon aesthetic perceptions.
How do consumers see your brand? Your brand identity should be as unique as the people, standards, services or products it represents. A brand Image profile will help you gain clearer insight in how to make all your expressions stand out amongst the noise.
By identifying the point of convergence between what your brand provides, the image it is projecting and what is meaningful to your target audience, we unearth the specific signals that hold the greatest brand value. Through this comprehensive assessment we identify which signals should be redesigned, updated or shelved and where new signals can be introduced to create value.
Brand identity is made up of a collection of brand signals. Each of these signals either contributes to building your brand image or eroding its value. An image map ensures that each unique signal works in concert with one another and is relevant to your brand and audience. This information allows your organization to make better brand decisions surrounding identity and aesthetic; the result is a positive brand-building experience.
Whether you're communicating in print, in pixels or in person, our Image Mapping Profile identifies:
• Incongruence between signals and message
• Needs for resurrecting and updating heritage signals
• Opportunities to create new multi-sensory signals
• Needs for updating/redesigning existing signals
• BRANDING SERVICES
• BRAND IDENTITY
Your brand’s visual identity is essential to establishing and maintaining a presence in the marketplace. Through a visual interpretation of your brand promise we develop highly memorable, easily recognizable, visual Brand Signals that trigger consumers to build associations between your brand and its chosen position.
For your brand to be competitive in today’s global marketplace, it requires consistent implementation of visual signals that express your brand message. We approach visual identity as an aesthetic system, designed to translate your brand position into brand image. By visually interpreting the position your brand has taken, we develop systems which govern the style and tone by which your brand is to be visually expressed. Consistent presentation of this visual aesthetic reinforces consumer expectations.
We develop visual identity systems ensuring that your brand and its position are seen as one. These systems commonly address:
• Logo design
• Typography standards
• Color palette
• Photographic/illustration style
• Visual guidelines
A great name differentiates you from competitors while making an emotional connection with your audience. Why? Because great names capture a concept and a position. That’s a lot to ask from a word or two.
A brand name is more than just a word. It is the beginning of a conversation between your brand and its audience. It can greatly influence how your brand is perceived. We’ve been in the naming game for years. Creating brand names, nomenclature systems and brand vocabularies, we constantly create new names and use existing words in new ways.
Our naming services begin with simple questions: What do you aim to communicate, what will your brand represent, and what story will it tell. This establishes creative direction and theme.
In the end, clients receive obtainable and trademarkable name candidates that are as distinctive and strategically sound as they are sticky, and relevant.
The most common areas we are asked to address include:
• Brand naming
• Corporate naming
• Product naming
• Service naming
• Retail naming
• Nomenclature systems
• Naming Architectures
• Naming Protocols
• Naming Systems
• Brand vocabulary systems
Can or bottle, box or bag, the packaging that houses your product is promise of what’s inside, its design is critical to your brand’s success. So when we design packaging our goal is to create a connection with consumers that, not only moves products from store shelves to shopping carts, but into their hearts and minds.
With the ever-increasing number of new product offerings, consumers are being overwhelmed with more and more of the same. At eighttwentytwo, we develop packaging as a physical brand signal. This provides a unique opportunity to express your brand’s strategic intent both structurally and graphically to differentiate your product, command premium pricing and create customer loyalty.
Whether you have a new product to move, or an existing one that isn’t, we don’t only think outside the box—We think about it. Some of the most common areas we are asked to address include:
• Packaging graphics
• Physical packaging structures
• Systematic packaging guidelines