Brand to Build / Overview

iHook_Creative_-_Brand2Build

At iHook, we understand that the best brands are built on simple ideas that differentiate them from their competition. This means it is our job to help our clients clarify meaning, establish the “difference”, be sure the “difference” is relevant to consumers, and build “difference” awareness.

In order for us to do this we must follow a process that narrows focus and clarifies objective. This is why we developed the Brand2Build philosophy; An idea and a methodology that combines the essential steps of the branding process with the belief that becoming a brand is no longer just for big business, but essential for all business.

The Brand2Build philosophy consists of four primary phases: .01 Discover, .02 Strategize, .03 Execute, & .04 Launch.

.01 Discover

phase 1 of brand2build...

The “Discover” phase is a proven and disciplined method used to conduct research related to the project or task at hand. It is the preliminary work performed during this phase that sets the tone and allows for success during the rest of the project.

Phase Objectives / Process:
  • Clarify vision, strategies, goals and values
  • Gather and investigate needs and perceptions
  • Conduct marketing, competitive, technology, legal, and language audits
  • Interview key players and consumers
  • Evaluate existing brands and brand architecture
  • Present audit readout

.02 Strategize

phase 2 of brand2build...

The “Strategize” phase is all about analysis, exploration, simplicity, and clarity. We combine rational thinking with creative genius in order to go where others have not. This is where we develop the big idea and narrow the focus in order to give us the backbone and simple idea to execute upon.

Phase Objectives / Process:
  • Identify the difference
  • Clarify brand strategy
  • Develop a positioning platform
  • Co-create brand attributes
  • Develop the brand/creative brief
  • Visualize the future
  • Brainstorm the big idea
  • Narrow focus

.03 Execute

phase 3 of brand2build...

Once we have identified the problem, addressed the goal, and examined competition… the creative work begins. The “Execute” phase takes many roads and requires skill, patience, creativity, and discipline. We examine and produce design concepts and never finalize until all possibilities have been explored.

Phase Objectives / Process:
  • Develop look and feel
  • Create touchpoints
  • Explore applications
  • Test, test, and more testing
  • Finalize brand architecture
  • Initiate trademark protection
  • Apply brand architecture
  • Finalize look & feel

.04 Launch

phase 4 of brand2build...

Once design, development, and testing are complete… We develop a launch strategy based on client needs and the end goal. We launch internally first, which ensures everyone is on the same page, then launch externally.

From there we assess and provide a solution for potential growth in the future.

Phase Objectives / Process:
  • Build synergy around new brand.
  • Develop launch strategy and plan
  • Launch internally first, then externally
  • Develop standards & guidelines
  • Evolve based on needs

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