No new brand can launch without a sense of its purpose in the world. No forward-thinking organisation can rebrand without considering its role within the future of humanity. This does not mean that every brand should be the new ‘saviour of the industry’. Quite the opposite.
It means that the brands we create take into account human nature. We work with management teams to help them understand that not every employee is a ‘salesperson’ (some are much more important than that). We uncover the gaps in society a brand can genuinely fill.
Forget the, ‘why?’ The more important question is, ‘why should I care?’
We obsess about this in our brand work. Every asset we create, every elevator pitch, brand narrative, strapline or visual has to spark the right emotional reaction.
It doesn’t matter whether you are a B2B software platform or a jelly bean manufacturer, if your audience doesn’t genuinely feel something about your brand, you’ll be bottom of the pile.
Perhaps the finest thing we bring to the whole branding process is our confidence in calling out nonsense. In a branding world filled with nodding dogs, it’s essential that there is a voice in the room that can confidently call bullshit. Not in a brutal or arrogant way, but with context and feeling.
Our branding work always takes clients down a path of clarity rather than obfuscation, simplicity over sensationalism and meaning over irrelevance. We’re not afraid to challenge that 20-minute buzzword rich monologue from your sales director in Buenos Aires.
In fact, it’s imperative we do.