Brand Strategy
Brand Strategy
From laying the foundations for a brand framework through to activating campaigns, Rogerwilco’s talented brand strategists are here to help you define who you are, what you stand for and how you want to be perceived by your audience.
We take a staggered approach to developing brand strategy blueprints and make sure we have a multi-disciplinary team of senior strategists, creatives and media specialists working in tandem to ensure effectiveness. This helps ensure that the brand strat is fit for purpose, that creative is likely to resonate at functional and emotional level and that the strategy is aligned with media opportunities.
Discovery and Research
Our first step of developing a brand strategy is to go deep into discovery. A thorough immersion helps us understand your business - both through your eyes as well as through the lens of your customers. This generally involves a series of stakeholder interviews, workshops, audits (including competitor analysis using our proprietary WOLF tool), customer surveys and an analysis of the existing brand assets.
Where appropriate we’ll supplement these takeouts with observations derived from market trends, cultural insights and qualitative and quantitative data derived from our own research reports or sector specific insights from our panel of research partners.
Defining the Core
The findings and research data will now be distilled into a core brand framework which will address the brand purpose, vision, mission, values and positioning. The sum of these will help distinguish your brand from competitors and will form the foundation for all concepts, messaging and marketing activity.
Understanding the Audience
Our next step is to build a deep understanding of your target audience. We’ll create detailed customer archetypes and personas based on demographics, psychographics, behaviours, needs and pain points.
Visual and Verbal Identity
With a solid strategic foundation, we’ll move into a more emotional space and focus on brand expression and messaging. Key components of this will include:
- Logo and visual identity (colour palette, typography and iconography)
- Brand voice and tone (how the brand speaks in written and verbal communication)
- Messaging frameworks - these will be segmented by audience and product / service
- Taglines or slogans that distil the brand essence into a distinctive phrase
Brand Guidelines and Toolkit
To help your brand stay consistent as it grows and the world around it evolves, we’ll develop a brand guidelines document. This outlines how to use the visual and verbal assets correctly and will include practical examples of where and how it should (or should not) live.
With a clearly articulated brand strategy, we’re now ready to move into activation - this could involve a full-scale brand launch or a phased rollout across digital channels. For further insight look at our content strategy, media strategy or B2B strategy services.
