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Clark & Huot Brand Development Services
Clark & Huot is a brand development and strategic design firm.
We help companies design, launch and manage their overall brand
experience over all points of customer, employee and shareholder contact.
Brand Audit
Phase 1
In order to move forward with a clear and decisive plan, a comprehensive audit is undertaken to include a review of the following:
- competitive landscape and research of current market position amongst various targets (community segments, category decision-makers, target influencers etc...)
- review of relevant competitive/best practice brands in terms of how they present themselves, their core communication messages and overall positioning (local and out of market players)
- review of existing marketing material and existing brand hierarchy
- target profiling and segmentation of current and prospective customers
Positioning and Brand Attributes
Phase 2
With a thorough understanding of the category, a distinct positioning and character is crafted through:
- Positioning Statement: A one or two sentence statement describing what the organisation does, how it is different from the competition and how it specifically helps its customers
- Brand Attributes: A selection of key words that spearhead the character and values of the brand
Creative Platform & Development
Phase 3
The creative platform is an exciting, stimulating and often surprising stage in the brand development process. This is where the brand comes to life; where high-level notions, imaginative yet critical thinking and thematic concepts are explored in order to help define what core creative essence will drive the various aspects of the emerging brand vision: The creative platform includes a variety of stealth tools used to help steer attitudes and feelings about the brand. These tools include:
- Story-telling that goes deep and uses such elements as: myth, legend, voice and narrative to help build appeal, relevance and interest amongst targeted audiences
- Mood boards - exploratory concepts and notions that are expressed in a selection of relevant themes and motifs using graphic palettes and collages. These boards showcase a selection of brand concepts, colours, typography, imagery and iconography. Mood boards help to establish the look and feel of the brand as well as ensure that more specific design applications are consistent with the overall brand vision
Application Design
Phase 4
The application of creative thinking and exploration brings a context and practicality to the forefront as an abstract idea takes the form of an applied design. If positioning and creative platform set the parameters and tone respectfully for the brand, then the application design brings forward possible, a name and identity including a logo, accompanying graphic standards, a brand bible as well as a selection of signature touch point pieces for the brand such as an annual report design or a high-end corporate philosophy piece.
- subsequent design application may include the following:
-name
-tagline
-logo design
-graphic standards
-brand bible
-touch point design on signature brand pieces i.e. annual reports, website, environmental graphics
Customer Journey
Phase 5
With application design completed or well in hand, the final phase of the process called Customer Journey is initiated. The Customer Journey maps out and integrates the relationship between both design and brand attributes with the various stages of acceptance of any prospect or current customer. It is crucial that a clear plan or mapping for the brand be established whereby all brand touch points are identified and appropriated respective of which stage of acceptance the customer is at. This approach helps move the prospect from 'unaware' to 'advocate' in a logical and timely manner, which in turn, affects an organisation's overall Return on Investment. Customer Journey boards are strong rallying forces within organizations.
-brand grid typically produced on large format boards for presentation within an organization to senior management as well as general employee groups
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