|
“A brand without a positioning
strategy is like a Ferrari without a steering wheel.”
If every business had a more reliable way to determine positioning, then their path to brand success would be surer. It would result in a better way to communicate with existing and prospective new clients, clearer differentiation, and invaluable leverage for sales and marketing communications.
But why do some businesses insist on copying
competitors' brands instead of concentrating on developing a successful positioning
strategy of their own?
Most of us have been exposed to sales and marketing
techniques that were developed a long time ago for stable business and consumer
markets. We're frightened of breaking away from the norm in case things don't
work out.
Fortunately, I've developed a successful
new approach that helps businesses find a unique positioning strategy
that will allow them to continually introduce different ideas into the brand
and marketing mix. My new approach will help keep your brand fresh and constantly
surprising.
Step 1. I follow the same 5-step process used by professional brand identity designers
around the world to achieve excellent results.
Put simply, the five steps are:
1.Getting to know what makes your business
special.
2. Developing a brand strategy around
the points that separate you from your competitors.
3. Developing visual concepts and
copy directions
for
discussion.
4. Guiding production and launch of the
approved strategy.
5. Developing standards and guidelines
to protect your new brand identity
from misuse.
Step 2. Regardless of business size and complexity, the 5-step process is always
the same. What changes from business to business is the degree to which each
step is undertaken. For example, a large business in a highly competitive area
must invest more in each step than a small business with little or no competition.
Step 3. While some may find it tempting to shortcut the process in an attempt to
save either time or money, the risks to future growth and long-term sustainability
(both yours and mine!) are just too great.
Brand Positioning Strategy
The Brand Positioning Strategy will determine design and copy direction
and form the foundation for future sales and marketing activities.
I’ll
provide you with a fixed fee to create the strategy based on what the
brand must achieve. It will contain everything you need to know about your
brand,
how to build and manage it, identify components required to achieve
maximum success, and explain the methodology you’ll use to measure
progress as the brand grows.
Production Quotes
Once components are discussed in full, approved and prioritised,
I will provide you with fixed quotes and a production schedule
for each item identified
by
the positioning strategy.
Design and Copywriting
It’s important for you to have one-on-one contact with myself,
as this will result in a surer outcome. And instead of providing
you with just one or two conceptual ideas from which to choose,
I’ll
surprise you with a wide array of ideas designed to attract even
the most demanding customer. Then, to make absolutely sure my
ideas are
meeting
the objectives
set by the positioning strategy, each stage must be approved before
the next can begin.
Production
I am an expert project manager and will make sure the most talented
practitioners in the Industry bring your project to life.
My buying power ensures you will receive
competitive quotes and superior service from our QA approved
supply partners. All involved will systematically check each
stage. Nothing leaves Carolyn Morgan Design until you (and
I) are totally happy with the outcome.
Q. What if I decide to cancel or postpone my brand project after work commences?
A. I will calculate how many hours have been spent on the project and
present you with an invoice for work-in-progress fees.
Q. What if I want to make design changes?
A. I am happy to “fine-tune” designs provided it doesn't
impact overall design quality. Any changes beyond “fine-tuning” will
be requoted before work continues. If design quality is compromised, I will
deem this to adversely affect the success of your new brand design and terminate
the project. An invoice will be issued for work-in-progress fees.
Q. What if my colleagues don't like your
brand design ideas?
A. There's nothing wrong in producing designs that people connected with your
business have a preference for. The problem is, such preferences will not
reflect your target market. To minimise this risk, I will ensure your branding
strategy meets the previously agreed project objectives.
Q. What if your ideas don't "move"
me, but I have an idea that I love?
A. Don't assume that if you love an idea, your customers will. It's wise
to rely on the advice of seasoned professionals who have the experience and
track record to "move" your customers. My 100% success
rate means I know what moves customers.
Q. I have been presented with several ideas and designs for my brand. Do I own them all?
A. Only the final brand identity design that you select is yours. All other
strategies and designs produced belong to me. If you would like to purchase
one of the other strategies or designs, an additional fee will be calculated.
Guidelines for brand design firms and their clients
Consultation
It is generally accepted that a brand design firm will provide one free, introductory hour to a prospective client at the design firm’s office so that each can make sure they share a high level of “commercially compatibility”. Clients should be aware that subsequent meetings would be part of a bill-able assignment, unless both parties agree otherwise.
Speculative work
Client organisations should not ask for work to be done "on speculation" – i.e. to have the assignment contingent on approval of the work. Speculative work is subject to widespread abuse, increases prices, and is otherwise unprofessional.
Estimates and proposals
When sufficient information is provided, creative firms should be expected to prepare a fixed-price proposal with schedule and explanation of how out-of-pocket expenses and the GST will be charged, with trading terms and conditions included. When insufficient information is provided, it is the obligation of the creative firm to say so. If detailed information is unavailable, an estimate of costs should be provided with provision for frequent progress reports. No project should be started without a signed acceptance of the estimate or proposal, or a purchase order authorisation.
Billing
The client organisation should expect that any fixed price on a proposal plus out-of-pocket expenses and GST, would be the invoiced price unless otherwise appended, verbally or in writing, before invoicing.
Confidentiality
The client organisation should expect that any information or material provided would be treated confidentially, and that all reasonable efforts will be taken to safeguard it. If requested, the creative firm should willingly sign a nondisclosure agreement.
Back to top |
