I specialise in creating brand platforms and crafting positioning statements that underpin the brand and set the scene for campaign storytelling. I have coined this expertise as BrandEx.
I’ve run many brand workshops over the years both face to face and remotely with clients from all different sectors from pharmaceutical to interior design.
Brand DNA
Below are three brand DNA overview examples. Two from investment companies, one from Germany and the other from Saudi Arabia, but with very different models. And the third for an international cyber security firm.
These brand DNA’s were developed collaboratively and agreed over a process of workshops, follow up meetings and feedback.
A typical brand workshop will cover and debate a competitor audit, brand-scape including colours, mapping the market, competitor visual language, investigating potential proposition style i.e. company focussed, customer focussed, cause focussed etc. I’ll also get clients to consider their brands differentiation, authenticity, consistency and understanding with the objective to figure out what the brand means to the client/business and ultimately what they want their brand to mean to their clients and prospect clients.
Brand Positioning
I also specialise in writing brand position pieces as both part of the brand DNA and for brand campaigns.
Below are four brand positioning examples
Brand Naming
Of course it goes without saying that I love coming up with a meaningful name for your brand should that be a requirement.
Below are three examples of brand names that I've developed. Each has a unique story behind the name.
The name Hazaar came to me in one of those lovely Eureka moments. Harriet, the founder and CEO of the student fashion marketplace is affectionately known as Haz to her friends, whilst another name for a marketplace originating in the Middle East is Bazaar. When combined the two become ‘Hazaar’, a unique and memorable name that not only has a story but one that was made for the business model.
Sherbet is a new challenger brand in the incentive market. I wanted a friendly and memorable name that conjured up a sense of delight that users experience with the rewards they can achieve through the user site and app. With a sense of wow and zing the name Sherbet fitted the bill perfectly.
Arrowsmiths was the name I came up with for a new chain of darts destination bars for Mitchells and Butlers. The name mixes the slang term for a dart with smith suggesting craft and artisanal to align with the steampunk/Art Deco influenced graphics and interiors of the bars.