Brand Implimentation
Whether you are launching a new brand, revitalizing existing brand or a brand resulting in a merger or consolidation, without a carefully planned implementation program for rollout, your brand will not achieve its objectives.
Silverstone Brand Company often works with corporate marketing teams, their constituents and other vendors involved in rollout to ensure each brand launched into the market will have maximum positive impact. Our consultants will help develop the most essential components of brand launch and implementation.
Living the Brand
Communication of brand’s core values at every touchpoint. Corporate and service brands do not have the advantage of commercials or merchandising to keep reinforcing the brand’s values and remaining in the minds of its relevant target audience. The challenge as the president of Proctor & Gamble states is to ‘win the battle for share of mind, not share of shelf.’
Consumer brands rely on ‘Brand Ambassadors’ the same way corporate brands need to rely on ‘Brand Champions’. These champions are within the company – its employees.
Delivering the brand promise is the underlying factor that will determine success – this means that every person in your organisation needs to live the brand, from senior management to the mailroom. It is the workforce who translates strategy into reality, interact with your customers and determine the corporate brand. Every point of brand interaction needs to deliver a consistent and coherent message about your corporate identity. Every action needs to reinforce, support or enhance the brand. A great brand is one that lives its values.
Whether you need to excite, motivate or unify the organisation behind a new, revitalised or consolidated brand, The Brand Architects can play an instrumental role in educating and developing brand champions to convey on-brand messages for every customer interaction.
Internal Brand Strategy
Our approach to internal brand building involves combining strategic foresight with consultancy services, helping our clients assess internal brand alignment with their vision to develop integrated internal initiatives that support the brand.
The planned actions will move your employees through stages of brand vision and value awareness, to acceptance and support of the vision and brand promise and finally recommendations for sustaining brand commitment.
Total Branding
The dictionary defines essence as ‘the intrinsic or indispensable properties that serve to characterize or identify something’. ‘The most important ingredient; the crucial element.’ That is exactly what we try to capture when defining your brand’s essence. The brand essence is a distillation of the brand identity and an encapsulation of the brand values. These values form the core of the brand’s identity, what the company believes in, the guiding ethos in which activities and behaviour can be measured against; they are intrinsic to the company and are used as the framework for communications, culture and the outward facing personality.
Brand Naming
At Silverstone Brand Company, we aim to implement a holistic brand experience to deliver a brand that is consistent, clear and adds clarity to your business. We can advise on strategies for specific communication channels.
We ensure that we understand your customer’s entire brand experience. Firstly by addressing all points of brand interaction (PoBI), then understanding which points can be prioritised as high importance in terms of delivering the greatest impact. By controlling these brand touchpoints we can slowly shape the customer experience into one that is aligned with the brand promise.
In summary:
* We take an in-depth audit of all points of brand interaction your customer has with the brand to determine those that deliver the greatest impact.
* We advise on how to translate brand values across these channels of communication and PoBI.
Ensure that messages in various PoBI and literature reinforce the underlying brand promise and values and all communications are spoken in ‘one voice’.
Our Approach:
In business-to-business and service markets, the biggest brand-building opportunities take place whilst the service is being used. We often stress that it is your employees that have the greatest impact on your brand and in delivering the brand promise therefore internal brand-building activities are vital. Aside from human PoBI, The Brand Architects identify all supporting brand touchpoints and the challenges and opportunities of each, allowing prioritisation for brand launch.
Online Branding
Silverstone Brand provides internet marketing consultancy services to our clients where issues such as online branding and advertising can be discussed, jargon-free ensuring clients have a clear effective online marketing strategy. We work closely with our clients to understand the role and purpose of any web-based project.
Silverstone’ highly skilled team of web experts provide a wide range of in house skills including HTML, Javascript, ASP, PHP, database integration, Flash animation and programming, and search engine optimisation. The team builds web sites (from flat HTML sites to content-managed and database-driven web sites), extranets and HTML emails etc. However, we don’t pride ourselves just on our skillset, but also on our ability to correctly apply those skills to each individual project. Not every web site requires a Flash movie introduction and rollover menus!
By researching target audiences and surveying project requirements, Silverstone will decide the appropriate technologies and formats to use. Is client-side dynamism necessary with Flash and Javascript elements? Does the web site require the server-side technology like ASP and PHP?
Literature
Every piece of literature provides opportunities to engage and communicate something about your brand to your target audience. Silverstone is focused on building your corporate identity and reputation by designing literature that is relevant, encourages dialogue and promotes brand understanding.
We have in-house copywriters whose involvement is extended beyond brand implementation. They often work together with our creative designers, brand analysts and brand consultants to gain a total understanding, and experience of the brand.
Our solutions therefore are truly bespoke yet are aligned with the total brand strategy, communicating on-brand messages that support the corporate identity.
Our services cover:
::: Custom Web Design and Website Development
::: Logos and corporate identity
::: Content development and Optimization
::: Web application design & development
::: Offline communications (sales kits, brochures, ads, mailers, etc.)
::: Online communications (custom website design, e-mail designs, blog design, online ads, etc.)
::: Ongoing marketing, advertising & promotions (to generate new and repeat customers)
::: Professional branding services and strategies
Annual Reports
Silverstone Brand looks at Annual Reports as another branding and image opportunity. We often work with clients who are experiencing growth and rapid expansion – this means tailoring creative strategies to support this. For established brands it is fundamental that year on year design is consistent. Exploring totally new design solutions when identity, typography and grid issues have been established and communicated can dilute the brand and confuse the target audience. However we will continually find ways of refinement and improvement to visual and written content in support of the company goals and strategic direction that reflects year on year difference.
When faced with a new corporate brand or one that is going through a period of dramatic change we then address the total challenge of the annual report and ensure that it is representative of the brand’s distinctive personality.
In any situation we get the creative direction right first time based on sound and complete brand insight.