One Brand, One Experience: 7 essentials of shaping a brand campaign

One Brand, One Experience: 7 essentials of shaping a brand campaign


In developing a brand strategy and building this into real things that customers and partners see, it’s essential to understand how to unify what your brand says and looks like and how it shapes the consumer’s experience. Strategy has to drive the language, design, and marketing channels. Here are some of the essentials that we look at in developing our brand process to give us and our clients a clear idea of what to expect.

1. Why are we launching this branding effort?

When clients want to launch a new brand or a major rebranding effort, the usual driver is a need to get somewhere, to shift perceptions or gain recognition in a broader market. It’s essential to look at this clearly because it determines everything you do and whether the branding effort will achieve the goals you want. We often push clients to see what’s realistic so we can help them succeed. Upscaling your brand may work, but only if you have the assets to do it.

2. Who are we talking to, and what do we want them to know?

You have to know up front who the audience is. Defining the personas, the types of customers, what they want, and how you can meet their needs is essential. It will tell you where they are, what they read, and how to reach them. The medium really is the message.

3. What’s already out there?

Research, research, and more research will tell you what the trends are and what the market is like. This doesn’t always mean an exhaustive, 200-page report. A solid review of websites and trends for the market you’re after will build a clear idea of who your customers are, what they believe, and what’s important to them.

4. What’s the key aspect of the brand that has the most value?

What makes the brand stand out? How can you best define the value it brings to the market you’ve just defined? This is so important and can be the secret sauce that elevates your brand to another level while building the foundation for a creative platform.

5. How can we build the creative platform around this approach?

This is the most challenging part. We know all the ways to define the brand, but what’s the best approach to build awareness? Strategy rests on all the other elements of research and competition, so you have to build a brand that reflects these. Using everything you know allows you to invent a variety of approaches and see what sticks.

6. How do we measure great ideas to see if they work?

This is where testing and review come in. You’ve got to make sure the market you’re after really gets it. If they are lost, then you’re lost. Take time to see what will work in which medium in the real world.

7. How do we launch the new brand to get folks to know who we are?

This is probably the most important thing and needs to be examined at the very beginning of the branding process. What’s the budget, who is our audience, and how can we best reach them with the dollars we have? In some cases it could be a massive email campaign to our customers. In others it’s a press release and a brand event to grab media attention. All the research and brainstorming dovetail here to create a bespoke approach to your new brand.