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Brandology can help you
define and express the unique value of your brand.
We believe that a strong brand is
not built through a list of tactical outputs such as advertising
campaigns and corporate identities. It’s
about first working with you, walking backwards into the core
of
your company and finding the authentic foundation that drives
your brand. We employ well-defined processes – leaving
you with the value derived from a deeper level of understanding
about your
organization,
it's beliefs and actions.
The processes we use fall into three
generally defined categories:
Strategy + Alignment
Build internal understanding and awareness of the
foundation elements of the brand.
Experience + Environment
Analyize gaps between the brand and actions across
the organization, and identification of resulting opportunities
to strengthen brand delivery.
Communications + Identity
Represent the brand to all internal and external audiences
to nurture authentic perceptions.
Within these categories, Brandology
provides a range of practice areas that help
you achieve
alignment
of your
brand and its
consistent
representation
to your company, your industry, and your target markets.
Our Guarantee -
if don't believe that we have delivered what we said we would
do, we will refund
our fee in exchange for an honest discussion about why you
believe we failed.
Core Brand:
Beliefs
If brand is an result of what you believe and what your
actions show to be true, then nothing is more integral to defining
those two things - and so your brand - than values. No one can
apply a set of values – they are not what you wish were
true – they are true deeply held beliefs that do not need
to be explained or justified. Something is not a value if you
don’t hold it true 100% of the time! Values are lasting
and unchanging. Together these values shape the way you think
and act in the organization and in doing so are the basis for
your culture.
Brandology sees authentic values
as an inherently important part of the brand. We work with
you to identify what the authentic values are, or
if a set of
values for
the organization
already exists, Brandology works to “sanity check” that
the values are true.
What are the Brandology core values.
Find out more >>. Promise
Why does your organisation exist? What is the deep
and enduring purpose or promise that keeps you moving forward?
What will still be true 10 or 20 years from now? The answers
to these questions lie at the heart of the brand. Brandology
helps you explore these questions. The resulting insight impacts
more than just the brand, it becomes a basis for descisions across
the organisation.
Story
One way our beliefs and actions are made visible
is through the story we tell about our organization, a story
that reveals what we do, why we do it and
how we do it – this is Brand Story.
Your story can
also be thought of as your positioning message, and to
this end it clearly presents the value and benefits
of the brand and reveals the underlying ideology that drives
the organisation. Yourstory acts as a tangible point
of unification for the organisation as it moves through
development and growth. Download
the flyer about Brandology Story.
Brand
Alignment: Alignment
The core elements of brand – beliefs, promise and
story form the foundation of your brand. But how
does the rest of your organisation align with that foundation?
Brandology looks across the major functional areas of your
organisation (technology, human resources, finance, sales and
marketing, customer service, research and development, manufacturing,
etc) identifying gaps between the brand ideal and day-to-day
operations.
Function
Are you using your brand to its fullest extent?
We work with you to help
make your brand more visible
and
consistent – from the obvious marketing
initiatives to core operational areas such as sales, service
and human resources.
Facilitation
Brandology principal Michel Hogan and many of the
associates are also experienced facilitators and can help
more effective meetings and conversations inside your organization.
Download
the flyer about our facilitation services here).
Any of these areas of practice
can be combined to deliver a deeper understanding of your brand.
Brandology Service
Sets:
Charter
For start-up and early stage organisations, the Charter
acts as a guiding influence for the alignment of internal actions
and external perceptions as the organization develops. The
Charter represents the "whole" organization, helps
support and further business goals and sets a platform for integration
of voice, thought and action side-to-side and top-to-bottom.
The Charter identifies the key
building blocks of a strong brand: the beliefs or values – principals
that guide all actions and interactions of the organization;
and story– the what, why and how of the organization
for now and intermediate future.
Foundation
For mature state organisations of 5years+. the Foundation
acts as a guideline for decision and action for the whole organisation
internally and externally, side-to-side and top-to-bottom. The
Foundation defines the key elements of an authentic brand: the
enduring elements of beliefs and promise; the current story,
and weaves them together to build a strong base, not just a
marketing veneer.
Brand "Id"
For individuals, Brand "id" defines the core brand elements
of promise, beliefs and story as a personal basis for the expression
of who you are
and a foundation for the perception you create by your actions
and decisions.
Ideally suited to people who work
for themselves, the Brand "id" process brings clarity and critical
thinking to what you do and why you do it.
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