Why work with the Brand Lodge?
A more focussed description of the distinct offering of ex-Saatchi Global Creative Director, James Sinclair’s, brand consultancy and advertising and design agency, The Brand Lodge. James also offers some insight into the manner in which the company operates and why he believes there is a better way of conducting the business of communications that could sable time and money while making the whole process far more enjoyable.
LETS GET YOUR STORY STRAIGHT UP FRONT
A great deal of time and effort, and so value, is bled out of the traditional agency / client model because of a fundamental disconnect.
As marketing pioneer, John Wanamaker said, well over a century ago,
“Half the money I spend on advertising is wasted; the trouble is I just don’t know which.”
We can help.
The Brand Affinity Profile clearly explains the difference between your brand’s character, personality and identity and how, together, they can contribute to a more compelling differentiation.
In other words combining both the emotional pull and the rational permission for buying into your brand.
Here’s a sobering fact
80% OF COMMUNICATION IS NON VERBAL
That’s a lot of information that’s being conveyed without any words at all.
So where does that leave your fifteen page positioning statement?
It leaves it right alongside the ticking time bomb in agency / client relations.
You know the one.
It tends to go off right at the worst moment – in the final stages of the production of your key marketing assets – with media deadlines looming.
Based on the traditional model the system won’t flag up any warning signs.
This is because there isn’t any significant discussion on aspects of personality – the real pull for your brand.
What’s more very little process or language exists around these elements to even allow an effective discussion.
Typically an creative brief relies on a box marked ‘Tone of voice’ to cover all aspects of brand personality.
In this box the planner will pop a few generic adjectives to fill the white space.
Often this will be something like – Dynamic, Exciting, Fresh, Optimistic (these were literally lifted from the first brief that came to hand at the time of writing).
And as a means of differentiating your brand they’re pretty pointless. And that’s being kind.
A RICHER LANGUAGE LEADS TO GREATER UNDERSTANDING
The Brand Afinity Profiling process is specifically designed to help create a language around those elements that set your brand apart beyond the functional benefits.
As mentioned, not just your brand’s identity (based on what you deliver in terms of product and/or services) but also your brand’s personality (the manner in which you deliver them), and why you deliver them (driven by brand character).
It\\\’s these aspects that are typically contentious as they have not benefitted from a model of deconstruction that allows their discussion and development in a collaborative process.
When a client thinks of category challenging work it is often very different from the agency interpretation. And there has not been an accurate ecology check to help the parties realign. Inevitably time and money and your hard-won business relationship can be put in jeopardy.
THAT’S THE CRUX OF WHAT THE BRAND LODGE CAN OFFER
Our deconstruction allows for discussion of the elements that are arguably the most interesting part of what makes your brand different. And certainly the part your customers may most relate to.
This is at the heart of our differentiation.
We provide a richer map of your entire brand up front so that we (agency and client) are aligned from the get go – and we stay that way throughout.
Simply put, our approach is far more in keeping with your expectations.
The result is a more efficient and creative exchange, while all parties feel part the process and output.
A far more rewarding, dare we say, enjoyable process that gets to better results more quickly and more cost effectively.
Without all the usual too-ing and fro-ing and frustration that can happen when agency and client don’t truly understand one another.