In order to make brand communications meaningful and memorable to the customer, it needs to be attractive. In addition, it needs to have a soul that the audience can relate to. That’s what sparks a relationship between brand and customer. Our job at Bex Brands is to find the soul of your brand and express it in a way that’s unique and entertaining.
Each project is treated somewhat differently, depending upon it’s needs, however, this is generally how we like to approach a project.
Research
We begin with researching your brand, competitors and your audience to learn about the category environment and how your brand is unique. From there, a brand platform is developed. This summarizes in just a few sentences who your company is, it’s values, how the brand should be perceived by it audience and it’s distinction from competitors. It helps direct the company internally and externally. All brand communications must follow the brand platform to create a clear, concise and consistent brand impression. Although Bex Brands process requires a collaboration with our clients throughout the entire process, it is the research phase where collaboration is the most important. We’re experts in branding and marketing, but you are the expert in your brand. To further illustrate the research process, click here.
Concept
Just stating a brand’s difference from the competition is not enough. It needs to be presented in a way that creates interest within the audience. Sometimes it’s expressed with a color, sometimes with an elegant shape, sometimes with a joke. Bex Brands will concept to find the best way to express your brand’s soul to your customer.
Design
All that leads up to the design phase. At this point, we’re moving from our sketch pads to our Macs to make our concepts come to life. Our clients get so excited with this phase, as finally a visual representation of the brand is achieved! And it’s neither just a pretty picture nor a lecture about how fantastic your brand is. It is a blend of visuals and copy that express your unique brand; art and science.
Refining/Production
Designs are refined as they are cross-checked against your brand core values, brand impression and brand position to ensure clarity, brevity of your communication touchpoint (the deliverable — i.e. logo, brochure, website) as well as proper execution for printing or web specs and the piece is finally produced.
Brand Management
Once the touchpoints are complete, we continue to work with our clients to maintain the integrity of the brand platform and all brand communications. Because once we’ve worked with you throughout the process, it’s inevitable that we’ve become as attached to your brand as you have, and we want to see it succeed just as much as you might. Your brand is like a person. It may age, lose hair or change clothes, the soul remains the same. We make sure your brand’s soul stays true and consistent throughout it’s life.
