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Brand Strategy

rbl follow a proven, structured process that flexes to meet the specific needs of each client, whilst ensuring that creative outputs are rooted in effective research and business logic.

While the process may be broadly the same, the outputs and outcomes are always entirely different.

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Proven in Brand Strategy

rbl follow a proven, structured process that flexes to meet the specific needs of each client, whilst ensuring that creative outputs are rooted in effective research and business logic.

While the process may be broadly the same, the outputs and outcomes are always entirely different...

Our proven strategic process

Discover
We discover the true health of your current brand and the insights you need to move your organisation forward.

We start off by listening carefully to the views of your senior people, employees, customers and partners. Only when we fully understand where you are today, can we work with you to develop the brand.

Our services at this stage include:

  • Customer and employee satisfaction
  • Brand perception analysis
  • Marketplace analysis
  • Stakeholder engagement

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Define
We define the strategic platform and unique brand VOICE that will engage your employees, customers, partners and more.

We will work with you to debate, define and articulate a clear brand strategy for the future using a highly interactive workshop and our bespoke Brand VOICE model that articulates your Vision, Offer, Identity, Culture and Essence.

Our services at this stage include:

  • Brand strategy
  • Brand architecture
  • Naming
  • Core messaging
  • Communications planning
  • Culture and behaviours

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Design
An identity system that cuts through any and every channel, with clarity, consistency and impact.

Assessing creativity is too often managed subjectively. Using co-creation, testing and our insight-led design process we remove subjectivity to ensure real engagement and impact with your audiences.

Our services at this stage include:

  • Core identity
  • Brand look and feel
  • Brand guidelines
  • Core assets and templates

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Deliver
We deliver the campaigns, communications, spaces and experiences that change the way people think, feel and act.

We believe that the key to delivering a truly omni-channel brand is to start with the right proposition, one that targets the ‘sweet spot’, where your objectives overlap with your audiences’ needs and wants.

Our services at this stage may:

  • Launch a new brand, product or service
  • Strengthen your employer brand
  • Persuade your audience to buy, give, act or get involved
  • Grow and support a community of brand advocates

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The Brand VOICE model

The Define stage of our strategic brand process uses our Brand VOICE model to define a distinctive strategy and help you stand out in a crowded marketplace. What is your Brand VOICE?

 
Vision -
Where are we going and why?

Strategy & direction

How do we see the future?

How do we see our part in the future?

How do we position ourselves?

What goals do we achieve?

Offer -
What do we have to offer?

Customer proposition

Who are our customers?

What are their real 
issues and needs?

What do we have to offer?

Why should people 
choose us?

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How do we come across?

External manifestation

Identity: What do we look like?

Personality: What are we like to deal with?

Tone of voice: How do we come across?

Media: How do we communicate?

Culture -
How do we do things around here?

Internal manifestation

What do we truly believe in?

What is the spirit that defines us?

How do we define our culture?

What values guide how we behave?

Essence -
What defines us?

Heart of the brand

If we strip everything unnecessary away, what remains?

What is the big idea that shapes everything we do?

What really matters to us?

Brand Strategy in action

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Active Care Group - uniting 40 separate businesses behind a powerful, unifying philosophy

View case study

Brand Strategy in action

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Constructive Collaboration - a new call to action from The Chartered Association of Building Engineers (CABE)

View case study

"rbl have transformed the way we communicate inside and out. We’ve been guided every step of the way to create a brand that bravely and confidently sets us apart."

Andrea Kinkade
Chief Executive Officer, Active Care Group

Trusted to deliver

We are an expert and agile team of talented researchers, strategists, creatives and project managers.

  • Working with complex organisations to solve difficult communication challenges
  • Saving time, reducing risk and improving outcomes
  • Enabling leadership teams to debate, define and deliver their future brand strategy.
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