Strategic Process

Objectives The objective of the brand strategic process is to create a compelling destination / location brand that is clearly different and distinctive from the competition on a local and regional level and that ultimately inspires, attracts and involves potential tenants, investor and users In order to achieve this we need to develop brand identity concept which informs all brand design and communications

The following are the essential components or ingredients which make up the key areas for developing a brand strategic process Targets Audiences: The Questions Who are our target audiences: Tenants, stakeholders, investors, and potential users? What exactly are their respective needs and wants in relation to this potential brand? The Process The process consists of collating any available research on potential target audiences as well as initiating original research if the project requires this. We then visualise the various archetypes within the target audiences in order to bring to life our target audiences as real people. These then become touchstones throughout the process in order to check any strategic or creative work that we develop. The reasoning for this is to look at the issues from the mindset and point of view of the consumer rather than looking at the issues from a purely quantitative and demographic perspective. We make target audiences palpable in order to generate an overall concept that will have a resonance with a diversity of audiences. Competitors: The Questions What are the areas / developments that will compete for the attention / custom of the various targets audiences? What can we learn from the successes and failures of other similar developments that will inform how build our brand?

The Process The process is to visually and strategically audit various potential competitors with a view to understanding their positioning: what do they do well and what dont they do well? The challenge is to create a compelling proposition that will drive our target audience to this as a destination: What do we offer above and beyond our competition? (Rational) What is the feeling about what we offer that is different? (Emotional) Trends: The Questions What are the changes that are taking place in society and culture that we need to be aware of in order to create a relevant brand for the future? How will this impact on our various target audiences in terms of their perceptions behaviours and attitudes? The Process The process will be to project into the future in order to establish a clear sense of how peoples lives are changing on a macro as well as a micro level. We would also look at general trends in terms of work and workplace environments as well as looking at trends in investment.

What does this lead us to? The Brand Essence Why do we need a brand essence? It is a key idea about your brand which informs decisions about: Identity Name Communications Behaviours Tone of Voice Commercial partnership Etc. It provides a platform for the management and control over What the brands stands for / evokes in targets audiences minds? Internal efficiencies around marketing and operations It provides a point of difference to leverage against your competition.