If design agencies focus on design and advertising agencies focus on advertising then, by default, brand agencies focus on brand. But that doesn’t really help, because brand is a term than can mean anything from the logo to the corporate strategy and everything in between.
In very simple terms, brand is the reasons why we buy a product or service. It’s all the associations we make that ultimately convince us to make a purchasing decision. This covers both rational and emotional drivers. Things we know and things we believe, things we’ve seen and things we’ve experienced. Things we’ve read and things we’ve heard.
At rbl, when we are creating a new brand or reinvigorating an existing brand, we focus on 4 key foundation stones:
- Story – what is the essential message that you want to deliver about your business?
- Offer – what are the products and services that you provide and why?
- Culture and values – what are the shared beliefs and behaviours that unite your people?
- Identity – how does the brand manifest itself visually?
When you put these foundation stones together, technically you have built a brand. But then you have to make sure people know about you and that requires you to execute consistently in four main areas:
Physical presence. We ensure that all the physical touchpoints that people interact with are well designed. This can include office environments, store interiors, vehicle liveries, uniforms, packaging, point of sale displays, signage, literature, quotes and proposals and more.
Digital presence. We understand that customers’ first experience of a brand is often made remotely through a computer, tablet or mobile. We create all the tools that deliver a strong digital presence including responsive websites, social media pages, e-marketing, digital films, interactive presentations and more.
So people can experience you in the real world and in the digital world, but you still have to reach out and make a connection with customers, prospects, partners and employees through meaningful experiences and regular communications. So brand agencies do all of that too.
Events and experiences. Covering exhibitions, tours and visits, employee workshops and away days, open days, masterclasses, induction programmes and more.
Regular communications. Covering e-mails, newsletters, e-shots, direct mail, advertising, PR and more.