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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.
  • 80% OF COMMUNICATION IS NON-VERBAL

    THAT'S ALOT BEING SAID WITHOUT WORDS

Brand Lodge

An introduction to The Brand Lodge Brand consultancy. The home of a unique brand positioning tool, The Brand Affinity Model (or BAM!). James explains 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. 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.

Welcome to             THE BRAND LODGE

Welcome to a fresh perspective on business and brands

“Knowing yourself is key to a successful life”

It’s true both of people and brands. When we’re clear, not just about our capabilities, but our values and traits, we can better fashion a life (and business), that truly suits us.

Our natural quirks are part of our in-built U.S.P.

This acronym, meaning Unique Selling Proposition, has been considered the key to successful advertising since the 1940′s. It represents determining a distinction within a product’s features and benefits that will be the focus of advertising and marketing in order to highlight a key advantage over its competitors. The focus on one key feature is in order to deliver the best chance of attracting and sticking in the mind of our time poor and often disinterested prospective customers.

Yet since those days, methods of manufacturing, distribution and business communications have grown in size and sophistication. The result is an over abundance of products available of comparable quality and capability. In other words, the traditional USP based on a product’s functional benefits – WHAT IT DOES – no longer offer enough of a discernible advantage.

It has become necessary to qualify the our product proposition with the more idiosyncratic aspects of how a product or business operates and presents itself.

“People BUY PRODUCTS but

they BUY INTO BRANDS”

Today, product capabilities and qualities go hand in hand. People may well want to buy WHAT your product or service delivers, yet they will only BUY INTO your brand, and the people behind it, if they feel you represent qualities and values they believe in.

This may seem be as plain as the nose on your face. However it’s because these quirks of our make-up are so familiar to us, that they can be tricky to identify as beneficial and even trickier to capture in communications.

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Creativity, Positioning & Strategy consultant: James Sinclair.

Brand Culture & Integration consultant: Geoff Glendenning.

e: james@thebrandlodge.co.uk

The prize is worth the effort

Experienced marketers recogonise that a well defined brand personality can be your greatest advantage. What’s more, its your brand’s qualities that unscrupulous competitors will find the hardest to copy.

So a differentiation based not just on WHAT YOU DO (product features and benefits) but THE WAY YOU DO IT (brand characteristics) provides both a competitive advantage but a defensible positioning.

As luck would have it, the same (U.S.P.) acronym can be applied with a new twist…

A Unique Selling Personality

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It’s not WHAT you do….

How often do you return to a favourite restaurant because you like the maître d or the setting as much as the food itself?

Once you’ve identified your unique profile, which may include aspects that you perhaps don’t even recognise as benefits, the task is to to present these aspects of you unique profile to best effect.

This is the speciality of the Brand Lodge.

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….but THE WAY that you do it.

We will help you identify the key aspects of what you do and the way you do it. Then to present a compelling brand story that captures both.

Do that and your brand will stand out to your prospective customers like a familiar face in a crowd.

Because it’s these elements that your customers will most relate to. With which they will find the most affinity.

BAM!

THE BRAND AFFINITY MODEL!

Our very own positioning tool

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WHAT BRAND WOULDN’T CLAIM TO BE,

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

(… insert further positive adjectives here).

There’s a vast disconnect between the various pyramids, triangles, diamonds, of the typical positioning processes and the communications they promise to serve. Too many unconnected adjectives. Often the very same ones cropping up time and time again, claiming to add up to a differentiated point of view. It simply doesn’t add up.

“We wanted something far better for our client’s brands.”

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WHAT KIND OF BRANDS CAN BENEFIT?

BAM!

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

Unlimited by brand size, the model is as effective in helping start-up businesses

as the multi-national brand-houses like Proctor and Gamble.

Whether you’re creating your brand from scratch

or

You’re an existing company looking to revitalise current equity

or

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

or

You have a one-off project or franchise to promote (a movie or live event)

 or

You’re seeking raise your profile to stand out in the social media melee.

Whichever stage you or your business have reached, you’ll be facing the same challenges with similar objectives as any brand.

To ‘stand out’ in a manner that will attract and engage your audience or prospective customers and keep them coming back for more.

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LEARNING FROM THE WORLD’S MOST SUCCESSFUL 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).

We’re privileged to have played our part in their rich histories and helped to significantly increase their value and renown.

And the reason is as old as the hills.

D

DIFFERENTIATION

The holy grail of brand communications.

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The Brand Affinity Model’s USP and our 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.

To match the scope of projects and budgets we offer one on one consultancy or, if required, we can manage a full suite of creative and production disciplines from our carefully chosen, 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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Let’s talk

To improve your customer / brand affinity, please drop me a line…

james@thebrandlodge.co.uk

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“Case Studies”.

read now

Read the Johnnie Walker story

read now

Read the PlayStation story

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