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Mike Froud of Ovivo and Alison Burgess of Gallagher Re
Mike Froud, Senior Vice President of Ovivo, and Alison Burgess, Head of Marketing at Gallagher Re discuss how Brand Architects' unique branding methodology delivered new value
Business scenarios
An organisation requiring a new name? A business being acquired, merged or demerged? A PE professional with a buy & build or turnaround strategy? An MBO team requiring expert help to meet objectives? A business preparing for investment or to IPO? An under-performing business? A business with ambitious growth plans?
Sophy Ashworth of New Scientist and Davina Pilkington of City Action
Sophie Ashworth, Head of Marketing at New Scientist,and Davina Pilkington, project manager at City Action, outline the value of a brand articulated through a brand book
The brand book plays an important role in City Action now. We use it in a number of ways. We use it for inspiration - if we are writing a piece of copy or designing marketing material, then we’ll look at the book, look at our key marketing messages, our vision, remind ourselves what we are actually doing and that will give us inspiration to develop those materials.
Davina Pilkington and Corinne Philips, Project Managers, City Action
New Scientist magazine as a brand has been around for 50 years. With this branding project we were attempting to put a bit more structure around our brand strategies. With a brand that has been around for that long, with big personalities and big egos driving a lot of commercial progress and editorial content, we needed to have it more established, more written down, more recorded rather than having it in the minds of a few key individual. The branding project meant we were going to extract this information and lay it down so that everyone in the whole organisation could understand it and implement it.
Sophie Ashworth, Head of Marketing, New Scientist
- Services
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- Business Deconstruction
- Brand Reconstruction
- Brand Execution
Brand development and definition
Having gained a detailed understanding of our client’s business, we translate cultural insight, market synergies and strategic objectives into a powerful brand identity, focused on delivering fast growth and significant shareholder value.
Strategic development
Strategic development is about refining, refocusing and expressing our client’s strategic objectives and business vision. We work closely with our clients at leadership level to interrogate and define these strategies. Gaining clear strategic focus is the first step to creating a powerful articulation that can be embraced by the organisation as a whole and ensure that every employee fully understands their individual role in the collective success of the new business focus.
Brand definition
After assessing the culture, marketplace and strategy we develop a brand definition which rapidly realigns an organisation around its core strengths and market opportunities in order to release a high performing and resilient brand. The brand is comprised of the vision, the values, the essence, the personality and the positioning – and these elements work together to define the organisational identity which will ultimately secure competitive advantage.
Brand Book
To ensure our clients are fully empowered to manage their new brands independently, we provide a full and consistent set of guidelines in the form of a brand book which helps businesses to regulate their brand across the company. Providing clear brand guidelines that detail behaviour, values, positioning, markets etc. provide a robust structure that allows employees to confidently manage themselves and act with independently, creating a motivational culture of self-government and personal responsibility.
Brand Identity: Verbal and Visual
An effective brand is impactful, communicative and above all, consistent. This stage of development ensures your brand platform efficiently communicates your competitive advantage in the marketplace without blending into a generic sea of ‘me-too- voices. To transform a brand from a concept to a comprehensive tool, the brand identity must be developed across all visual and verbal channels. How your business sounds, what you say and the imagery your clients will come to associate you by - all these are essential elements in building lasting resonance and niche leadership. We develop the organisational identity through consistent and strategic messaging and defined tone of voice. Visually, we develop the corporate logo, typography, colour palette, and a clearly defined image library with guidelines for both that will allow them to grow and develop with the business.
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