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  • WHAT'S YOUR BRAND'S

    CHARACTER? PERSONALITY? IDENTITY?
  • WHAT'S YOUR BRAND'S

    ROLE? RELATIONSHIP? STATUS?
  • DOES YOUR MARKETING BREAK THE AERC OF THE COVENANT?

    ATTRACT, ENGAGE, REWARD, & CAPTURE the imagination.
  • THAT'S ALOT BEING SAID BY SOMETHING OTHER THAN THE WORDS

    80% OF COMMUNICATION IS NON-VERBAL

Brand Lodge

An introduction to Ex-Global Creative Director, James Sinclair’s, brand communications consultancy, and agency. The home of a unique brand profiling system, The Brand Affinity Profiling Process. James explains his process, what drove him to create a better system for deconstructing and reconstructing the elements of a brand in order to give in a better differentiation based on more than functional benefits. In other words distinctions of brand personality and brand character as well as the more familiar aspects of brand identity.  Overall the system produces a far richer map of a brand and helps pin point the aspects that will most appeal to customers and prime prospects in your brand’s target market.

WELCOME to             my Brand Lodge

Thanks for visiting my Brand Lodge brand consultancy. I have positioned it up here in the communications high ground to give you a fresh perspective on brands.

The consultancy is built around my experience and the proprietary I.P. I spent twenty odd years developing (and I do mean odd) while working at the top of British and international advertising and marketing.

During that time I was privileged to rise to the giddy heights of Saatchi & Saatchi, Global Creative Director, and found my way into the Clios Hall of Fame along the way.

The proprietary I.P. I mentioned is a brand positioning process called Brand Affinity Profiling.

It really is an excellent system. It gives you a far greater vantage point on your positioning that has proven highly effective in creating well differentiated communications. What it boils down to is a richer map of your brand to help guide you to greater success.

All for a fraction of the cost charged by conventional advertising and marketing agencies or branding consultancies and design studios.

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Founder, Clio’s Hall of Fame copywriter, and creative director, James Sinclair

“One of our main objectives is to help brands avoid, having to peddle the sort of generic cliches so beautifully show-cased in the following film – for the want of a proper differentiation.”

This is a generic brand video

The film highlights exactly the sort of thing I want to help brands avoid like the plague.

It’s not nearly as amusing for the brands investing tens, or even hundreds, of thousands in frighteningly similar material doing nothing for their brand’s value.

WHAT BRAND WOULDN’T CLAIM TO BE,

HONEST, RELEVANT, INSPIRING, CONSCIENTIOUS, FORWARD-THINKING, CREDIBLE, RESPONSIVE, 

(… insert further positive adjectives here).

There is a vast disconnect between the various pyramids, triangles, diamonds, keys and the communications they are intended to serve. Too many unconnected adjectives – often the same ones cropping up time and time again, purporting to add up to a differentiated point of view.

“I wanted something better for the brands I work with.”

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WHAT KIND OF BRANDS CAN BENEFIT?

The Brand Affinity Profiling process can be applied to any size and variety of brand.

Certainly not limited to the sort of brands that can afford a beautiful if vacuous brand film. It is as effective in helping smaller regional concerns as  multi-national brand-houses like Proctor and Gamble.

Whether you’re creating a brand from scratch

or

An existing company looking to revitalise current equity

or

An individual in the public eye – celebrity,  sports star, or politician

or

Have a one-off project or franchise to promote (a movie or live event, online or off)

 or

Anyone seeking to stand out in the social media melee.

Whichever stage you’re at you will be facing the same challenges and objectives faced by all brands.

How to differentiate in a manner that will attract and engage customers and keep them coming back for more.

LEARNING FROM THE WORLD’S MOST SUCCESSFULL BRANDS

From a 21st century phenomena like niche fashion brand, Spirithoods, to P&G’s jewel in the crown, Head and Shoulders (the world’s biggest selling shampoo). Grand old dames like, Ford Motor Company to relative upstarts, like Sony Playstation (the world biggest selling console manufacturer). Or renaissance brands, like Johnnie Walker (now the world’s number one selling whiskey brand).

I’m privileged to have been a part of their rich histories and helped to significantly increase their value.

And the reason is as old as the hills.

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DIFFERENTIATION

The holy grail of brand communications.

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fish cupsIt’s not WHAT you do….

Never in history has the above phrase been more relevant than today.

Especially for brands.

In our age of saturated markets and media channels, everyone’s a broadcaster – so it’s never been more important to have a distinct and appealing differentiation.

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….but THE WAY that you do it.

The secret to a truly engaging differentiation is incorporating not just what you do (the basis of your identity), but the way you do it (the basis of your character and personality).

Because it’s these elements, your traits and values and how they are represented in your products and the way your company operates that your customers will most relate to.

In other words, with which they will find the most affinity.

My solution – the Brand Affinity Profiling process.

Based on 25 years of success in brand communications the Brand Affinity Profiling process creates a far richer map of your brand. The resulting positioning incorporates not just your product’s functional benefits and the more familiar aspects of brand identity, but also the harder to define aspects of brand character and personality that unify the more emotional benefits along side the rational.

This richer suite of rational and emotional elements contribute to your customer’s natural affinity with your brand.

Our USP and promise to you.

To help you define a differentiation that captures a new level of brand / customer affinity.

“Get it right and your brand will stand out like a familiar face in a crowd”.

SERVICES AVAILABLE VIA THE BRAND LODGE.

For the sake of flexibility to match the scope of projects and budgets James’s consultancy and freelance services are available either as an individual supplier,

or

As a creative director and brand equity guardian – maintaining a consistent strategic overview while managing and co-ordinating creative and production disciplines as required from a suite of tried and trusted suppliers.

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CORE DISCIPLINES ARE SHOWN IN RED

Services in other colours are delivered in collaboration with tried and trusted partners.

James’s overview ensures properly integrated communications and consistency in the reflection of your brand equity across the breadth of suitable media channels.

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To improve your customer / brand affinity,

Please send brief details of your ambitions for your brand and

I will then arrange a convenient time to call you back.

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“Case Studies”.

read now

Read the Johnnie Walker story

read now

Read the PlayStation story

Let’s talk about your brand. 

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