Distinguish method
May 2009
This presentation outlines
our method for creating
> Prepared by Arthur op den Brouw
intelligent brands for small > Brand New Direction Ltd
businesses. > Arthur@brandnewdirection.com
> 07776 230 950 (M)
> 0118 961 0100 (T)
Copyright: Brand New Direction & Designation.com Ltd

Team meeting
Why brand?

Team meeting
improved communication
clarity and focus
achieve business goals

A brand is not a logo!

branding has its foundation in psychology

What makes a
good brand?

a unique idea with legs to run with

unique differentiation | clearly segmented market

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Our Distinguish Method

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Discover
who are you?
Discover Define Decide Design Develop Deliver Defend

First impressions
How do you see yourselves?
How do people see you?
What is your culture, marketing,
environment and product.
Discover Define Decide Design Develop Deliver Defend

how do people see you?
Discover Define Decide Design Develop Deliver Defend

how do people see you?
Discover Define Decide Design Develop Deliver Defend

Context
Product Audience Competition
Marketplace SWOT
Discover Define Decide Design Develop Deliver Defend

your website your competitors
how do people see you?
Discover Define Decide Design Develop Deliver Defend

Define
what you want to be
Discover Define Decide Design Develop Deliver Defend

no clear priorities where?
what are your priorities?
Discover Define Decide Design Develop Deliver Defend

specific unambiguous focused
enabling authentic values genuine
realistic inspired relevant
be the best in the world for something?
Discover Define Decide Design Develop Deliver Defend

Value 4
Value 2 Desired
Value 1 idea outcome
Value 3
decide on the brand essence
Discover Define Decide Design Develop Deliver Defend

Decide
on the cohesive idea
Discover Define Decide Design Develop Deliver Defend

Best in the world!
People only remember the winner
be the best in the world for something?
Discover Define Decide Design Develop Deliver Defend

Differentiate
Stand out from the crowd to survive
be the best in the world for something?
Discover Define Decide Design Develop Deliver Defend

how will you stand out from your competition?
Discover Define Decide Design Develop Deliver Defend

what’s your big idea?
Discover Define Decide Design Develop Deliver Defend

Design
blue-print for every touchpoint
Discover Define Decide Design Develop Deliver Defend

what’s in a name?
Discover Define Decide Design Develop Deliver Defend

what tone of voice?
Discover Define Decide Design Develop Deliver Defend

look and feel across all media
Discover Define Decide Design Develop Deliver Defend

Develop
implement the programme
Discover Define Decide Design Develop Deliver Defend

collateral?
Discover Define Decide Design Develop Deliver Defend

case-study
Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

case-studies
Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

Discover Define Decide Design Develop Deliver Defend

Deliver
Discover Define Decide Design Develop Deliver Defend

Marketing strategies
research & campaign planning
e-marketing & ambient marketing
CRM handling
did we do what we said we’d do?
Discover Define Decide Design Develop Deliver Defend

®
Defend
Discover Define Decide Design Develop Deliver Defend

Protect and grow
Intellectual property management
consistency and compliance
Discover Define Decide Design Develop Deliver Defend

For further information:
Arthur op den Brouw
07776 230 950
Arthur@brandnewdirection.com

Team meeting