The work began simply as a request for program branding for The Hero Within – a long standing successful component of the Tall Storeez documentary business. Meticulously tracing the responses to the brand profiling process, a series of impassioned discussions followed. Emerging from this an entirely unexpected outcome confirmed the need not for an evolution of the program branding but a comprehensive repositioning of the business and its identity.
Though the principles and values informing the business had not changed, the positioning, expectations of high level funding partners, audience and the nature of the business had. To such an extent that the existing name and identity no longer held parity. The resultant symbol – distilled into a simple, resolute mark, forms the basis for the identity and embodies the unified and singular ambition of the directors – to effect a shift. In the lives of the participants of their programs, and the perceptions and behaviour of the rest of us.
The involvement in their work, the evolution of the identity and being invited to engage so deeply with the philosophy of the directors was clearly a privilege and tasked us in a the way that so occasionally defines our role as communicators.
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.”