A CRE8IVE brand ensures that the Shape of the Future of Your Reality is Success. Success is achieved by following the proven principles and practices Cre8ive calls the Art & Science of Branding. Our Cre8ive 8 are guided by our 8 Basic Principles that define Brand Success.
Research is always step one. We research the key stakeholders of the company we are to brand to clearly understand their impressions and understanding of the current brand and what they envision for the new brand. We research the key competitors our client’s new brand will compete with. We research the product/service category the brand will operate in. Once all the research is compiled, it is distilled and analyzed to provide an accurate, objective picture of the world within which the brand will perform.
New and existing trends within the new brand’s arena must be identified, studied and understood. Emerging dynamics do not always negatively impact a given marketplace, but often they do. That’s where vision combined with intelligence and common sense discover what possible impact could affect the new brand’s position and thus be prepared to respond to keep the brand strong.
Having a clear and accurate picture of the new brand’s marketplace is the basic roadmap to success. If one fails to understand the battle ground and the strengths of the enemy, one is doomed to failure and defeat. As the old saying goes – “The road to ruin is paved with good intentions.” Cre8ive never makes assumptions. Cre8ive makes decisions based on fact. Our track record is a road paved with prosperity.
The Unique Selling Proposition (USP) of the new brand can now be formulated from the highly qualitative data. If a brand does not have a USP it is simply a commodity and will never achieve categorical leadership and prosperity. In other words, a “me too” company is one that gets shopped on price and gradually fades away. 9 out of 10 new businesses fail because they do not offer a USP and fade into obscurity.
Who is our customer? What do they need? What do they want? I often tell my client that I do not care about what they think their clients need or want. I must know for sure what their primary target customer wants. If a brand does not know its customer inside and out, how can it formulate the messaging strategy that will capture the target’s attention, hold it and turn it into a sale? The answer is that it can’t. Cre8ive understands the critical need for cold, hard objectivity.
Over 95% of ALL decision making is done subconsciously with a emotionally driven impetus. Therefore, the single most important component of a brand is to clearly communicate its USP in an extremely powerful, emotional manner that most deeply effects the target prospect’s mindset. An emotional USP is what does the heavy lifting in turning a prospect into a customer.
A great brand is like a symphony of vertically integrated elements that have been uncovered and blended together to form the new brand’s position and promise. The brand’s promise and persona must be consistently orchestrated across all platforms and channels of communication that touch the primary target audience. Every single note must be in total harmony in order for the brand’s presentation to always create the perception that it is the single best choice to meet the needs of the prospect.
Time can erode the most formidable of structures when left exposed to the dynamic forces of our ever-changing world. The new brand must be continually examined for weak points that could emerge because of changes in the general marketplace or by strong competitors. Cre8ive’s vast experience and deep understanding of the typical issues that can arise ensure that a Cre8ive brand stands strong for as long as we are on duty. Let Cre8ive be the steward of your brand.