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The dynamics of a market can determine much about how a business operates and certainly how it brands and communicates. The Change Management industry emerged a few decades back in response primarily to upheavals and rapid change brought about by globalisation. Centralisation of administrative functions and rationalised global operations led to significant and unprecedented change within organisations with effects at the human dimension. This was compounded by the tech revolution that bought further disruption and increased change. Change Management grew in response to the needs and demands of organisations managing the human scale of these shifts in business and produced many and varied approaches and theories.
Into this environment Barefoot Leadership is to project itself and establish a niche in a market with ongoing requirements. The significant challenge facing them was how to position their business as a fresh approach and to rise above the persistent negative stereotypes that exist surrounding consultants in this field. The challenge for the brand was to carry and convey these aspirations with confidence and restraint and to demonstrate an authentic position and the truly innovative approach crafted by the two business owners. Indra – an olympic coach that pioneered the personal training movement in South Australia, with impeccable credentials in the field of sports psychology and high performance training and a practicing shaman. Carolina – a background in senior general management, HR, GM and Operational Leadership roles in both regional and multi-national corporations based in Europe, the US and the Asia-Pacific over a 30-year career with extensive experience in banking, insurance, manufacturing, engineering and consulting industries.
Common to all human development is the tool. The brand cleverly and simply draws on the familiar iconography of the ubiquitous Swiss Army Knife – the ultimate utility. Personal. Small. Pocket sized yet efficient and multi functional. It can save lives! The Swiss Army Bird was born carrying with it a range of tools to assist in any situation should it arise. The nature tool. The questioning tool. The focus and insight tool. Your new best friend.
The success of this modest brand identity is not what it claims and promises but what it excludes. It sidelines the boastful claims of the typical change consultant and quietly, modestly offers a tool for change. What is cleverly inferred here is the role of the person. To connect with the task. To pick up the tool. And begin the work. Of change and transformation.
Through an independent assessment by our team in design, business operations and marketing, the case for brand change becomes clearer and developing the business case becomes easier.
A successful brand will accurately represent your organisation in all relevant markets, project the desired positioning and support the strategic business objectives. Evolving or renewing a brand is one of the most critical decisions your organisation may face and one that has the potential for significant market ramifications – both positive and negative.
We will quantify the value of your existing brand, its viability and relevance in specific markets, benchmark against your competitors, assess its suitability to represent the organisation and determine its remaining lifespan. We consider all aspects of the brand from the visual identity through to the day-to-day brand collateral.
The brandopinion results in a comprehensive document that will provide your business with the support to make strategic decisions for brand development and determine a case for change.
“The brand opinion developed by Working Images provided great clarity for our company in the early planning for rebranding. It gave us a really clear indication of the value of our brand, where it was working and where it wasn’t and from there we could move forward”.
Through a strategic, facilitated working session we will identify and define the aspects of your business that make it unique. Your business fingerprint that lies at the heart of your business.
To create a unique brand, your business needs to be distinguished by more than what it does. It must be defined by its characteristics, values and attributes – the innate qualities at the core of the business created by the business leaders and staff that define its vision, direction and strategic objectives.
A successful brand is a synthesis of what your stakeholders want and who the business is. A stakeholder is anyone that has a relationship with your business – the board, executives, management group, an associated investor group, your shareholders, clients or a niche market. All of these people have influence and therefore need to be considered in the development of a new or revitalised brand.
brandprofiling results in the development of a comprehensive document that will ensure your brand reflects the strategic objectives and embodies the qualities that make it unique. The process will also hone your core messaging, benchmark the existing brand and facilitate greater clarity at an organisational level. All ensuring differentiation in your market.
“what surprised us was the tremendous amount of clarity the brand profiling process brought to the whole organisation. It was not just useful for developing a brief for the new branding, it really helped us define an overall market position and singular vision for the organisation.”