Careers are built up over time, spent honing your craft and Brand Development is no different. Every technique perfected, every lesson learned – all adds to the experience and priceless pieces of the jigsaw.
Thankfully, I’ve been invited to help develop the brand of some household names along the way, which in turn, has laid a very solid platform for the Brand Consultancy work I do today.
The companies shown represent a cross-section of those brands we have repeatedly re-energised, as part of their various marketing initiatives.
Throughout my 35 year ‘love-affair’ with branding, I thank them for the opportunities and feel privileged to have been associated with them.
We all like to think of ourselves as trustworthy and that we will deliver on our promises. Someone who we regard as trustworthy bears a direct correlation to a ‘Brand Promise’ as we judge a brand not by what it promises, but by what it delivers.
Our customers want to trust us too, by delivering on the Brand Promise we offered at the very inception of our working relationship. And they want us to deliver that promise every time we come into contact with them.
At BIAS, we believe your Brand Promise to be the cornerstone of the key disciplines involved in building a strong brand. By no means the sum total, but hugely important in shaping the success of it.
1. Your brand must be authentic.
It must be truly tied to you as a Company, your values and your core purpose. If these are not tightly linked, your Brand Promise is less believable.
2. Your brand must be relevant.
It must promise something that is important to customers and they must perceive your brand as capable of delivering that promise better than the competition.
3. Your brand must be consistent.
Why do people see you as trustworthy? Because you deliver on your promises. It’s the same for brands; deliver on your promises, repeatedly across every customer touchpoint. If you lack consistency you will not build true brand loyalty.
4. You must show commitment.
You and your whole organisation must have a total commitment to keeping your brand promise. Your management and all employees – the ones who deliver your brand experience to your customers – must live the brand, support it and continue to invest in it. Not as a random gesture, but an ongoing business practice.
“Be consistent. Be patient.
Building a strong brand takes time . . . but it’s worth it!”
Establishing the “WHY” your business was originally created, the strength of your current brand and where you want to take it in the future. Through independent surveys and fact-finding sessions with senior management, we discover what makes you and your brand unique.
Utilising the intelligence gained from the Brand Audit and based upon a thorough discovery of the Company history, we begin to build a robust strategy for your new brand. From core values to your future vision, we shape the long-term plans for your brand’s success.
Carefully directed by the Strategy content, this first creative stage will unveil all the visual characteristics of your new brand’s personality. How the brand will present itself through logos, typography, imagery and tone of voice and all the key messages that will help to make the best possible impact.
It’s vitally important to its success, that the whole organisation support, promote and defend the principles of your new brand. So, achieving a positive internal acceptance is a critical stepping-stone prior to any external communication. A set of Brand Guidelines will also assist this stage of the process greatly.
Ensuring we connect with the most appropriate external audiences is vitally important to the success of your brand. Research and experience will determine how we communicate your new brand’s story. As we design and develop the marketing collateral for every customer touchpoint online, offline and down-the-line.
We actively promote and develop brand acceptance and understanding among employees and anyone else who will be responsible for creating the “Customer’s Brand Experience”. Providing brand training, we help them deliver “on-brand” communications and personal interactions.
“A prolific brand specialist, passionate about his craft, Al has created a process model that genuinely helps businesses engage with their target audiences. The ongoing service throughout all the appropriate channels is equally impressive.”
“… an undoubted talent for interpreting a brief succinctly, combined with an uncanny knack for ‘steering’ the client towards the best possible solution for the project in-hand.”
“Far from being a daunting exercise, Alan made the whole re-branding process an interesting, collaborative and rewarding one. Our new brand is fresh, vibrant and exactly right for our business.”
“Our existing brand clearly wasn’t reflecting the new direction of the business. BIAS interpreted our brief really well ensuring that our regular customers weren’t in any way alienated and we now have a brand we are proud to be associated with.”
“We could have approached a renowned London branding agency, spent ten times the amount and still not achieved the visual understanding that BIAS presented us with.”
“The strength of a new product brand can be the difference between outstanding and mediocre sales performance. The comprehensive BIAS process and inspired creativity, ensured a winning start for Smoke Angel.”
“The Inside Out brand is one of the most imaginative, striking and engaging logos I have ever seen. Alan clearly delivers the most creative interpretation of a commercial branding need.”
BIAS Manchester Limited
Address: Manchester Business Park, 3000 Aviator Way, Manchester, M22 5TG
Phone: 0844 77 200 13