BRAND POSITIONING
Brand Positioning & Storytelling for Niche Luxury and Aspirational Brands
Does your brand need a strong positioning, personality and vision? Or perhaps you have an existing brand that needs repositioning? Andrews create powerful and emotionally engaging stories for niche luxury and aspirational brands worldwide, including family businesses, UHNWI and royalty.
Branding is intangible. It is what people will see or have in mind when they think of your business. No successful company has ever left its branding to chance. To be successful, your brand must be different and recognisable from all others. Differentiation and uniqueness can be created through your brand positioning; a combination of personality, values and the brand story behind why your brand exists, all of which need to be decided by the brand itself. It’s these elements that will touch every part of your organisation, from what it does, to how it speaks to the world and behaves.
“Positioning is not what you do a product.
Positioning is what you do to the mind of the consumer.”
Al Ries
Undertaking a brand strategy exercise to determine the internal character of your brand will be the foundation to creating an emotional bond with your target market. It will also inform the process of creating a powerful visual brand identity. It’s these elements that will differentiate your brand from its competitors, as well as giving direction to everyone who works for you and helping create a seamless, consistent brand experience at
every stage.
Our approach to brand strategy
On all our new brand development briefs – whether creating new brands or repositioning existing brands – we always recommend initially immersing ourselves in your company culture and ethos to achieve a strategic understanding of your business, customer and competitive context. This exercise helps us develop a strong brand story and brand positioning, which feeds into crafting creative that will be powerful, consistent and ultimately more commercially successful for your brand.
We can do this at two levels: Fast Track or Insight Driven
Fast track
Our fast-track, story-driven approach is especially recommended for smaller, niche brands and start-ups. We firstly meet with a brand’s key decision makers to discuss your structure, personality, culture and existing branding and marketing strategies. Following this, we conduct a desk-based analysis of the market and competitive landscape to determine the positioning of different brands in the category.
From this, we develop a unique brand story, personality, tone of voice and vision to identify a brand positioning that differentiates you in the market, creating an honest and persuasive argument why people should buy from you. These elements form a starting point in developing a compelling brand identity that will communicate your brand’s values in design, words and images.
Insight driven
Our insight-driven approach is recommended in mature, complex or new markets, where the environment may be more sophisticated, the consumer more marketing-literate, the competitive differences between products more subtle or non-existent, and competing brands harder to differentiate between.
For this more in-depth approach, exhaustive research is key. Strategic development begins with gathering insights from within the organisation, using a panel of relevant industry experts and opinion formers in an internal workshop session. We gain qualitative research from moderated focus groups, as well as conducting individual in-depth interviews with current and potential customers as well as brand rejectors.
We amass our insights into the product’s offering, delivery and likeability, as well as the rational, emotional and psychological levers of brand attitude and behaviour, exploring potential propositions and creative routes. You’ll gain a clear, compelling definition of your brand, a winning competitive proposition, a clear tone of voice and guidance on how the brand can be communicated consistently.
If you need a winning brand strategy and powerful brand positioning for your brand, please get in touch, and we would be happy to answer any questions you may have.
BRAND IDENTITY
Branding Design Services for Luxury & Aspirational Brands
Andrews offer branding design and visual brand identity to give brands an edge. Sectors we cover include high-end B2B, luxury lifestyle, art and culture. From galleries, fashion, perfumery, travel, automotive, government, oil & gas, construction & property, hospital/healthcare, education, agriculture, information & communication technologies and corporate, through to sports, finance and B2B professional services.
We also work with ‘beyond luxury’ brands on all aspects of their branding, public relations and marketing.
Your visual brand identity is a powerful asset and a huge part of who you are as a brand. A distinctive logo, strapline, imagery, typography and language make a brand immediately recognisable, becoming persuasive symbols that help it stand out in the market – and evoking certain emotions in your target market. We use the power of branding – both visual and verbal – to help luxury products or high-end services stand out in their category, making them distinctive, easier to understand and more memorable.
“Design is the silent ambassador of your brand”
Paul Rand
As craftspeople, we are driven by passion not processes and we adapt our approach to suit each individual branding design project and client. Using the results of the brand positioning stage to guide us, we craft bespoke elements to complement and reinforce your brand’s ethos, designing beautiful luxury brand identity and setting out the principles for your logo and use of colour, design and photography, tone and language.
Discovery & branding design concepts
Once we have clear understanding of the dimensions of the brand identity design brief, we jump in with totally open minds. Initial discussion questions, clarify and explore the terrain, giving our creativity a sense of direction and firming up different ways of approaching the brief. We examine the competitive landscape, the target market and investigate potential avenues for innovation, then pour our ideas into thought-rich but loose mood boards designed to provoke discussion, inspire and lead us towards different gems of ideas.
Every visual identity design project is totally unique and bespoke, so the content of our concept presentation varies for each client. At this stage, we narrow down the creative options and firm up several tangible routes that demonstrate our vision for your brand identity to explore further. We clearly convey our core ideas of how to communicate your brand values, hit all the right emotional notes with your target audience, and allow you to visualise how your finished brand communications could look.
Design development
After choosing a single direction, we explode the design, refining logo, colour palette, typography, use of imagery or illustration, page design and any supporting graphics. It’s a carefully detailed process to pull all the different elements of design together to create a coherent, sophisticated and harmonious language for a luxury, aspirational or start-up brand. This is the moment when designers can experiment with forms and lines, hues and shades, working closely within the agreed stylistic concept but adding their own sprinkling of magic to turn your brand’s image into something unforgettable.
Consolidation
Taking all the elements we have developed, we create clear brand guidelines, from as little as a single page to a comprehensive brand book. These guidelines can cover everything from your brand’s logo application and fonts to colour palettes, use of imagery and graphic element styling, allowing your in-house team to communicate your brand consistently and confidently in all applications.
Now that you have a visual brand identity to be proud of, find out how we can apply it to your printed marketing communications and website.
To create memorable branding design for your luxury, aspirational or start-up brand, please get in touch; and we would be delighted to answer any questions you may have.
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If you wish to discuss a new project please complete the form below or email a brief outline of your requirements to hello@andrewsworldwide.com. If you would prefer to discuss over the phone please drop us an email in the first instance and we can arrange a mutually convenient time for a call.
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