All Posts in Strategy

August 23, 2017 - Comments Off on How to craft a brand story?

How to craft a brand story?

It's a common branding challenge that many brands suffer from - What is our brand story? It's not just a catchy tagline or copy written on packaging, marketing material and websites. Your brand story is part of your brand foundation that is crafted to emotionally engage, convince and reinforce your uniqueness and brand positioning. How you talk, the language and tonality all play it's part. This played a big role in our work with The Alternative Meat Co. where we had a complex story with many benefits to tell.

We were launching a meat that was grown not bred! Yep can it get more complex than that? We developed the "Grown Not Bred" proposition and then used story telling to get the core brand messaging across.

Our story goes: "Hey - we all know times are changing. Thought you needed animals to get protein? Not any more. We get our protein from plant. Welcome to the age of Alternative Meats. Grown not Bred...."

So yes - you don't just pluck a brand story out of thin air. Story telling is probably the most emotionally engaging medium to get memorable messaging across and we believe it's a critical brand element. It takes careful consideration and gets uncovered through a strategic brand process that helps clearly articulate what you stand for.

Are these are common branding challenges you face;

You struggle to tell customers how and why your product or service is different

You cant really pinpoint how to tell your brand story in a succinct manner

You know what to say about our brand, but don't know how to say it

Your brand has little or no awareness in the market

Your brand positioning and messaging changes with managers and campaigns

You can't succinctly and consistently articulate your brand promise

Your brand is struggling to stand out for something meaningful and different in the market

If you answered yes to any of these questions above we should talk. And if your intrigued enough have a look at The Alternative Meat Co. for more story telling.

April 12, 2016 - Comments Off on Re-establishing Brand Relevance

Re-establishing Brand Relevance

Brands are like us, they grow, change, and age. But they're different in that they can be reinvented, refreshed and reinvigorated or even re-positioned.

A key challenge is to ask yourself how relevant your brand is to your audience. If this audience or consumer segment is diminishing, sometimes prevalent in stagnant or dropping sales, then this may be the opportunity to re-establish brand relevance for a growing segment or larger consumer audience.

It's more than just a new brand logo, new website or packaging. Re-establishing brand relevance involves a holistic approach to brand building. It's about understanding the gaps or opportunities within your markets, understanding how purchasing decisions are made, knowing where to engage with customers, and then developing a story and communication strategy to to emotionally engage.

We recently worked with a company that owned two of NZ's largest travel and tourism training schools. One with 30 years heritage and the other 20. Both schools offered very similar programs, to the same students and at the same costs. We were challenged to merge this and choose one name to take them forward. Which name should they go with and/or if changed, we needed a damn good strategy to convince them that change was required.

There the New Zealand School Of Tourism was born. The name and brand strategy established their position as New Zealand's preeminent school for a career in travel or tourism. It reflected their size with 9 campuses throughout NZ and the position of being a brand leader.

Our research gave us deep insights into the target audience, predominantly female 16-19yrs old who were not going to go University, but wanted a qualification that would prepare and make them work ready.

Redfire re-established their positioning and gave more brand relevance to their student audience.  They have enjoyed significant success since the re-brand and both student acquisition and retention has been outstanding.

View case study here