Dig and define, design and deploy

At Cubic, we’re all too aware that branding isn’t about gut instinct or smoke and mirrors. We use tried-and-tested processes to make sure clients get the results they need. Though the details may vary a tad from project to project, the stages and strategies outlined below have served us well over the past decade. We call them the four Ds.

Our processes provide an insight into how we think and work. We hope you find them illuminating and, who knows, even a bit inspiring.

Dig

Before we can do anything, we need to be clear exactly who you are and what you want. This means examining your business needs, the market in which you operate and rival brands. Once we’ve arrived at a thorough understanding of the status quo, we can start to analyse and refine the brief.

Workshops

A valuable opportunity to bring key representatives together to share their views, explore ideas, and develop insights and understanding.

Stakeholder interviews

An efficient means of helping us get under the skin of your business objectives, as well as different perspectives within the organisation.

Competitor reviews

Who else is out there, and how are they doing it? An accurate overview of the competitive landscape is essential to improve your relative position.

Communications audit

A snapshot of your current communication strategies to assess their effectiveness and determine how they might be improved.

Audience research

Hero or villain? What exactly do they think of you out there, what do they want, and how can you challenge perceptions?

Define

When we’ve collected and collated our research, we need to mould it into something useful. Combining this vital raw material with rigorous strategic thinking, we determine who, where and what you are. Once we’ve established these truths, we can decide on the best way forward.

Brand strategy

How does your brand strategy fit with your business objectives? Examining the future direction of your brand in achieving long-term goals.

Brand personality

What type of person does your brand represent? Are you likeable and chummy, or professional and businesslike? And how do you convey this?

Brand architecture

Considering the relationships of brands and sub-brands, and the strategic role each plays within
the business.

Vision and values

What about the bigger picture? Are you absolutely clear about where you’re heading and what you stand for?

Ideas generation

Good, original business ideas are like gold dust. We create a creative framework in which they can spark
and blossom.

Positioning

Where do people perceive your brand in context of the marketplace? Strong brands stand tall in a clear – and often unique – position.

Design

We’re a multi-disciplinary branding studio. So what does that mean? In a nutshell, that we’re open minded about what media to use and will advise you on the best way to go. Whichever route is decided, you can be confident of work that’s imaginative, focused and achieves what it sets out to achieve.

Brand creation

Bringing a new brand to market requires confidence and point of difference. We’ll help you make a splash and keep making ripples.

Brand and corporate identity

Consistency, clarity and conviction are the cornerstone of any identity programme. The left arm must keep time with the right one.

Identity guidelines

Inspiring guidelines not only keep people on the right track execution-wise, but reveal the heart of the brand.

Naming

Subjective, yet essential. A strong, appropriate name resonates with its audience, keeping your brand front
of mind.

Internal communications

Keeping staff informed, involved and interested, particularly in larger organisations, is essential – for morale and corporate cohesion.

Print and literature

In this digital age, people still like to hold something tangible in their hands. Particularly if it’s beautifully considered and crafted.

Annual reports

Often a company’s key document of the year, annual reports can affect market perceptions and even share price. To be handled with care.

Press advertising

From newsprint to glossies, press ads remain a vibrant medium, where creative and production standards are highly demanding.

Promotional campaigns

Co-ordinated, cross-media campaigns can be used to get across specific messages or simply heighten brand awareness.

Point of sale

Finding engaging ways to create brand presence in store or to guide busy customers towards specific products or services.

Exhibitions

Do more than make a stand. Make a real impression when and where it matters at essential industry trade shows and exhibitions.

Packaging

Yes, it serves a functional purpose, but in many ways, packaging is the face of your product. So it’s imperative to get it right.

Digital

An online brand presence is already vital and likely to become more so. Not only on web sites, but also blogs and social media.

Deploy

That’s not all. Once the creative work’s out there, we need to make sure it’s doing its job properly. That means looking after the way it’s used, and reporting back on how people are reacting to it. And, if necessary, making various tweaks and adjustments so to make sure it’s hitting that sweet spot.

Implementation management

Seeing that your brand is carried consistently across all aspects of visual identity – from liveries and signage, to merchandise and marketing materials.

Measurement and review

So how are we doing? If you can’t find an answer, how can you judge whether a campaign or branding strategy has been worthwhile?

Brand guardianship

Our babies need looking after. So if you get another agency to help with implementation, we’ll be happy to make sure they’re on the right track.

Brand guidance

Where to next? A brand is constantly developing and evolving – so what was right for yesterday may not be today’s winning way.