In the modern world, a brand’s responsibilities and actions must go beyond simply making money if it’s to stay relevant to its customers.
As societies grow more divided, a brand that’s clear on why it exists and authentic in the way that it acts can have the power to unify people as part of a community, ultimately, ensuring that it’s able to prosper regardless of any wider market forces.
The clichéd values of ‘friendly’ and ‘professional’ haven’t been able to cut it for a long time. Strong personalities attract more than they repel, so a brand’s values, culture and character are things that should flow throughout the business.
With customers seeing their spending as an investment, we’re far more likely to engage with brands that share a similar point of view as ourselves and, in turn, not only become loyal to the brand, but become advocates of it.
In the digital age, the ways that brands can interact with their audiences are endless and they’re all opportunities to excite and delight. Both existing and emerging marketplaces are highly saturated, full of brands that are all competing for our attention, engagement, and spending.
With the time that customers interact with brands being so valuable and in demand, being memorable for the right reasons has never been more important.
During the early stages of a project, it’s important to explore multiple directions of what we want the brand to become. It’s just as important to understand the directions a project shouldn’t go in, as the ones it should.
Throughout the sprint process, we’re always looking to ensure that the brand’s purpose, culture and experience are aligned with one another. With the rates that each area progresses varying slightly, we’re able to use the stronger areas to develop others that need improvement.
The key advantage to this way of working is that each sprint builds on the last, rather than wasting time on a range of options or design routes that go unused. This enables us to refine the brand from its strong foundations, through to a finely crafted outcome.