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In order to understand and evaluate your brand and business we need to research the current space you operate in. Through conducting a competitor review and assessing their strengths and weaknesses we can develop a point of difference and identify new opportunities.
This process also helps sort out your brand clutter and distills it into a message your customers and staff can easily understand. This report will provide the following:
Review Brandscape
Most businesses skip this stage and go straight from business strategy to a marketing plan. Not having a brand strategy is like not having a DNA or personality for your business. Without a clear understanding of who you are what you believe in means your customers cannot emotionally connect with you and your message becomes diluted.
Too often companies want to build a brand connection with their customers and confuse this with sales and marketing activities. However before you can create a loyal and emotional relationship with your customers you need to build the foundation and join the dots so you are direct and clear with your message.
Brand strategies help also re-invigorate businesses, which may have lost their way and need a new direction. Your proposition to your marketplace needs to inspire more than one off sales, it needs to build loyalty and trust. Brand building is where the gut instinct takes place when anyone comes into contact with your business.
We build you a brand blueprint which is a manual to your brand. A set of guidelines your staff and suppliers can follow to ensure everyone is speaking the same language when it comes to your customer experience.
Key areas included in your brand blueprint:
During this phase you will be presented with a brand blueprint report which will be your guideline document of your brand strategy. White Matter will also present this in various methods such as Stakeholder and Senior Management Executive presentations as well as staff presentations/workshops to further educate the team.
To ensure the new brand strategy is understood internally, White Matter can assist with implementing the Brand Blueprint through customized presentations and seminars or one on one coaching.
In a cluttered world a customer will make a decision to choose you in just 3 seconds. That’s why your business or product name needs to be memorable.
Your business or product name should represent everything your business stands for – whether it’s creative and abstract, or serious and conservative. It’s the most important first impression and biggest marketing tool. Finding the perfect name for your business can sometimes feel like the most impossible task in the world - especially when your dying to set up shop and just need to settle on a name to get things going!
If this feels like what you are going through right now, then maybe finding some help with the naming process is just what you need. We are branding experts who can give you a name which will instantly build recognition.
White Matter can also help summarize your products or services into the perfect tagline, that will resonate with your ideal clientele! We write taglines that can re-enforce your service and product offer in a tone, which matches your overall brand essence. We also write advertising campaign messages and headlines, which cut through the clutter.
Drawing from our background of working in creative agencies, White Matter offers creative services, which compliment the branding process. White Matter has in-house and external creative partners who offering the following services:
Brand Identity (logo) – we can work on your behalf with our creative partners to design a logo or new look and feel. This would include, creating a brief, assisting with concept presentations and project management.
Marketing collateral design and copy
Website design and development.
Online advertising – banners, EDMs, social media.
In-store and signage design
Print advertising such as catalogue, brochures, flyers.
White Matter can work with organisations to help consolidate and expand their business. As part of our initial research phase, we can offer insight to new sales and marketing opportunities. Matching these opportunities to your customer needs we will help you ensure that your brand strategy results in commercial outcomes.
Our brand strategy will also define the current and future service offer, which develops a strategic point of difference and inform new business opportunities. We do this through facilitating staff workshops and informal brainstorms as well as drawing conclusions from our research findings.
We listen to your management, staff and customers. We identify your best business and brand attributes and align them with marketplace needs, to help identify new business opportunities.
We can also help with sourcing production suppliers for print, online and any other media parties. Having worked in the industry for over 20 years we have an extensive network of creatives, who can assist with visualising your brand strategy.
We can also act on your behalf as your creative broker to achieve the most cost-effective and streamlined outcome
As a consultancy based business, coaching and mentoring is constantly applied throughout our service. We can work with Senior Management to facilitate change from within the organization and assist with informing stakeholders, boards and committees.
Our expertise is in advising and supporting key senior staff with implementing new brand initiatives internally. We have extensive experience with merger and acquisitions and internal re-structure with regards to marketing and communications. Our mentor and coaching model is customized according to what is required to achieve the business goals aligned with brand strategy.
Behind every successful brand is hard dedicated team committed to celebrating the brand. Your staff, are your biggest brand ambassadors and are equally as important as your customers. Business structure changes can impact on your internal culture, which is a brand in its own right.
You don’t have to be a big corporate company to have an internal brand engagement program, it may be as simple as running a few workshops to build awareness internally or establish a brand committee team which represent the brand’s voice. White Matter Branding have done many employee engagement programs, which help re-align the team in situations such as Merger and Acquisitions, a new business strategy, ensuring brand message consistency or just to recognize your staff’s worth.
We can develop a program, which inspires and encourage staff to engage with the brand and overall business direction. We can help to build the following:
White Matter believe the best brand blueprint is created through strong client/consultant partnership and this is why workshops are a great way to brainstorm, research, test creative thinking and innovate. We have several workshop models, which can be facilitated throughout every stage.
Workshops could include: