There are many different processes and methods to branding a business or organisation. Each branding consultancy has their own individual process, many of which are highly involved, time consuming and expensive.
Over many years the team at Westgate has distilled the branding process down into three key stages. Our focused approach has delivered some outstanding branding projects along with some very valuable and longstanding client relationships which have grown and lasted for many years.
Here is a quick snap shot of this winning Westgate formula:
Stage 1 – Investigation and Audit
Before any recommendations are made on strategy or design, a full review of the brand needs to be undertaken. This is what we call the Investigation and Audit phase.
We conduct a brand and competition audit to investigate and understand the brand issues. As part of this process, we review the design of a cross section of on and offline marketing collateral to assess the key brand issues. We then produce a report of our findings and insights and present our strategic branding recommendations.
Stage 2 – Brand Strategy
Once the Investigation and Audit is complete, we are ready to develop a brand strategy. We conduct a briefing session with key stakeholders to gather information to discover the core points of difference – we call these the Brand Truths. We then produce a brand model, with overarching proposition statements and key messages including a short ‘elevator pitch’ brand descriptor. Finally, we produce a report outlining our brand strategy, all to be approved by the client.
Stage 3 – Design & Branding
Once the brand strategy is agreed, we will develop the brand symbol and the ‘look and feel’ to reflect the proposition and key messages. This is where 'the magic happens’. Real creative skill and flair is needed to interpret the brand strategy and realise this in the most engaging and compelling way. If the first two stages of the branding process have been conducted thoroughly, the creative results of this third stage will be very effective and deliver real commercial value, both in the short and the longer term.
If you would like to talk to one of the expert team here at Westgate about helping you to develop a creative approach for your branding and marketing needs, to deliver great commercial impact for your business, please email shaun@westgatecomms.com. We would love to hear from you!