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Brandhouse Capabilities 2012

Chris Waldron
Chris Waldron
Chris WaldronSenior UX Designer at IOOF

Brandhouse Capabilities 2012

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Capabilities and credentials




                               Connecting
                               brands
                               to people

                                            1
Connecting   Contents
brands
to people
             Who is BrandHOUSE
             and what do they do?  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 3

             Our Capabilities  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6

             How do we work with you?  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 10

             Our clients: past and present  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 11

             Case Study .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 12

             A Visual Audit.
             What is it? .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 15

             Be the Future  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 18




2
Who is        BrandHOUSE is a creative consultancy.
BrandHOUSE,   We provide premium consulting in brand
              communications, advertising and graphic
and what      design services.
do they do?
              We help clients to communicate
              by partnering with them to tell stories and
              open conversations on their behalf.




                                                        3
                                                        3
BrandHOUSE use storytelling to create
    compelling experiences that build human
    connections. Stories help us to understand
    complexity. Stories can enhance or change
    perceptions. Stories are easy to remember...
    and engage our feelings... Storytelling enables
    individuals to see brands in a different light,
    and accordingly take decisions, and change
    their behaviour in accordance with these new
    perceptions, insights, and identities.

    Great stories, though, don’t just happen
    randomly; they are designed.




4
our difference                                        Transformational design does not claim to be a
Transformational design is our difference.            change management process, but aspects of
We apply our strategic process of                     participating in the design process may help to
transformational design to help our clients align     move towards the desired outcome.
their business plan with a clear brand strategy.
                                                      This process can provide initial steps towards
                                                      changing the culture, aligning thinking and
                                                      focusing around the end user. Participation in
what is transformational design
                                                      the process gives stakeholders ownership of a
Transformational design is a strategic response
                                                      vision and helps champion the chosen direction.
that recognises to change the perceptions of
                                                      Leaving the participants with the tools and
your customer base, and the market you want
                                                      capacity to continue to adapt and innovate
to capture, you must influence their purchasing
                                                      means not only that organisational change will
behaviour.
                                                      continue to happen, but also that it can happen
 Transformational design acknowledges that            alongside that organisation’s day-to-day work.
‘design is never done’. Because organisations
                                                      Sought response:
 now operate in an environment of constant
                                                      From the application of this strategic response,
 change, the challenge is not how to design a
                                                      transformational design then leads onto ask:
 response to a current issue, but how to design
 a means of continually responding, adapting          What do I want potential clients/customers to
 and innovating. Transformational design seeks        think and/or do?
 to leave behind not only the shape of a new
                                                      Step 1: I want to try your product or service out.
 solution, but the tools, skills and organisational
 capacity for ongoing change.                         Step 2: I want to enlist you as a preferred
                                                      supplier in preference to all other existing
Transformational design shapes behaviour – of
                                                      suppliers.
people, systems and organisations – as well
as form. Because of this, its practice demands        Step 3: I want to retain you on a retainer.
a high level of ‘systems thinking’: an ability        our hallmark
to consider an issue holistically rather than         Experience is our hallmark. With 20 years
reductively, understand relationships as well as      experience, all our clients benefit equally from
components, and to synthesize complex sets            a structure that enables us to offer an efficient
of information and constraints in order to frame      and broad range of design services to both local
the problem.                                          and national clients across many sectors.
Transformational design triggers a change in
the organisational culture of its clients to one
of ‘human-centredness’, helping to transform
organisations by giving them the capability to
design experience from a human perspective.



                                                                                                        5
our capabilities




                                                       BRANDING



                            PRINT                     INTERACTIVE                    ENVIRONMENT
                        Advertising                Interactive Design             Brand Environments
                      Annual Reports                  Social Media                   Event Signage
                       Brand Identity                                             Out-of-home Media
                      Communications                                                  Wayfinding
                         Packaging




                                                     how we work




                                        PROJECT-BASED        OR       IN-HOUSE
                                         CONTRACTOR                   PARTNER



    As a project-based contractor we come in as you               As an In-house partner we become an extension of
    need us. We become the extra pair of hands with               your marketing department, or even become your
    the creative mind to implement strategies to deliver          marketing department, to create,
    strong conceptual creative to increase your brand             develop and implement your brand voice.
    awareness and capitalise and expand your market share.
                                                                  We become your brand custodian.
                                                                  BrandHOUSE can develop brand and marketing
                                                                  strategies to identify how to effectively communicate
                                                                  your unique brand personality and competitive
                                                                  advantages in ways that will increase your brand
                                                                  awareness which in turn leads to an increase of
                                                                  market share.




6
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Brandhouse Capabilities 2012

  • 1. Capabilities and credentials Connecting brands to people 1
  • 2. Connecting Contents brands to people Who is BrandHOUSE and what do they do? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Our Capabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 How do we work with you? . . . . . . . . . . . . . . . . . . . . . . 10 Our clients: past and present . . . . . . . . . . . . . . . . . . . 11 Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 A Visual Audit. What is it? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Be the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 2
  • 3. Who is BrandHOUSE is a creative consultancy. BrandHOUSE, We provide premium consulting in brand communications, advertising and graphic and what design services. do they do? We help clients to communicate by partnering with them to tell stories and open conversations on their behalf. 3 3
  • 4. BrandHOUSE use storytelling to create compelling experiences that build human connections. Stories help us to understand complexity. Stories can enhance or change perceptions. Stories are easy to remember... and engage our feelings... Storytelling enables individuals to see brands in a different light, and accordingly take decisions, and change their behaviour in accordance with these new perceptions, insights, and identities. Great stories, though, don’t just happen randomly; they are designed. 4
  • 5. our difference Transformational design does not claim to be a Transformational design is our difference. change management process, but aspects of We apply our strategic process of participating in the design process may help to transformational design to help our clients align move towards the desired outcome. their business plan with a clear brand strategy. This process can provide initial steps towards changing the culture, aligning thinking and focusing around the end user. Participation in what is transformational design the process gives stakeholders ownership of a Transformational design is a strategic response vision and helps champion the chosen direction. that recognises to change the perceptions of Leaving the participants with the tools and your customer base, and the market you want capacity to continue to adapt and innovate to capture, you must influence their purchasing means not only that organisational change will behaviour. continue to happen, but also that it can happen Transformational design acknowledges that alongside that organisation’s day-to-day work. ‘design is never done’. Because organisations Sought response: now operate in an environment of constant From the application of this strategic response, change, the challenge is not how to design a transformational design then leads onto ask: response to a current issue, but how to design a means of continually responding, adapting What do I want potential clients/customers to and innovating. Transformational design seeks think and/or do? to leave behind not only the shape of a new Step 1: I want to try your product or service out. solution, but the tools, skills and organisational capacity for ongoing change. Step 2: I want to enlist you as a preferred supplier in preference to all other existing Transformational design shapes behaviour – of suppliers. people, systems and organisations – as well as form. Because of this, its practice demands Step 3: I want to retain you on a retainer. a high level of ‘systems thinking’: an ability our hallmark to consider an issue holistically rather than Experience is our hallmark. With 20 years reductively, understand relationships as well as experience, all our clients benefit equally from components, and to synthesize complex sets a structure that enables us to offer an efficient of information and constraints in order to frame and broad range of design services to both local the problem. and national clients across many sectors. Transformational design triggers a change in the organisational culture of its clients to one of ‘human-centredness’, helping to transform organisations by giving them the capability to design experience from a human perspective. 5
  • 6. our capabilities BRANDING PRINT INTERACTIVE ENVIRONMENT Advertising Interactive Design Brand Environments Annual Reports Social Media Event Signage Brand Identity Out-of-home Media Communications Wayfinding Packaging how we work PROJECT-BASED OR IN-HOUSE CONTRACTOR PARTNER As a project-based contractor we come in as you As an In-house partner we become an extension of need us. We become the extra pair of hands with your marketing department, or even become your the creative mind to implement strategies to deliver marketing department, to create, strong conceptual creative to increase your brand develop and implement your brand voice. awareness and capitalise and expand your market share. We become your brand custodian. BrandHOUSE can develop brand and marketing strategies to identify how to effectively communicate your unique brand personality and competitive advantages in ways that will increase your brand awareness which in turn leads to an increase of market share. 6
  • 7. Our advertising communications Advertising is about selling. It is about raising Print communications project information to capabilities: an awareness of a brand and engaging the give a voice to the identity of your brand. From consumer through creating a desire to choose a sales, marketing and corporate brochures, to Print brand in favour of another. company and institutional reports, BrandHOUSE never forget that whatever the aim, promotion through clear communication is implicit. annual reports Annual reports are designed to provide information over the past financial year. They packaging also provide a touchpoint to communicate a Packaging is brand identity design at the point brand to stakeholders. of purchase. It is the art of promising and being believed. It represents the virtues and appeal of a product according to researched tastes and brand identity customer aspirations. Packaging must compete Your service or product is more than just a for attention, identify the product and sell its name or a logo. Your brand is a system of qualities. beliefs, attributes and characteristics. It is a personality. We help articulate your brand - what is the brand promise, what is the value your brand provides to customers and how to communicate all this. We can create a logo, stationery or even a complete branding identity that will give a personality to your brand. And we design with business objectives in mind so that the identity will serve them as your brand grows. A brand identity is the unique character of an organisation or brand - it is a combination of reputation, name, culture and values. Brand identity represents these qualities and in doing so adds to the brand experience. 7
  • 8. Our Interactive Design With markets being fragmented over many capabilities: touchpoints, it is important that brands leverage new and emerging technologies to engage the Interactive consumer to tell their story. Interactive design includes electronic signs and displays, DVD, website design and development, and mobile content across tablets and smartphone devices inclusive of iPad, iPhone and Android platforms. Most importantly, understanding how to combine the functionality of custom built technology applications with engaging usability design to ensure that your objectives are achieved and that your commercial expectations are fulfilled is crucial to deliver ROI. social media We generate brand awareness across social media, such as Twitter, Facebook and YouTube, as part of an integrated campaign to achieve greater brand engagement. 8
  • 9. Our Brand Environments Wayfinding Brand environments are one of the most Signage is about identifying and clarity. capabilities: powerful ways to engage employees, visitors, Direction or wayfinding signs tell you where and customers in a truly unique and tangible to go and almost exclusively use an rrow. a Environment brand experience. Statutory signs tell you for your own good. Successful branding is about much more than Instructional signs tell you how. Identification the things people buy. It is also about the factors signs tell you what or where. And information that create the mood, ambience, and feelings signs just tell you. that people associate with your brand as a whole. A brand environment is about turning your brand story into three dimensions, engaging the senses and emotions of your audience. It is about surrounding your audience in an immersive, three-dimensional expression of your brand - in your store, office space, hotel, or any other place that your audience might be. Event Signage Event signage, such as an exhibition display, is about combining a narrative with image content to create a powerful and memorable relationship between the visitor and the exhibition content. Out-of-home Media Out-of-home media is street furniture. It is signage at train stations, bus shelters, billboards and retail environments. It is about reaching out to the consumer in their environment in ways that influence brand purchase decisions. 9
  • 10. How do we work with you? listen explore create define transform Listen. It sounds so simple After having After brainstorming, ideas are sorted This next stage is Design is a method, really, but we actually do it. listened to on the premise that ‘the patient is the about defining which transformational We give you our undivided you, we use arbiter of the best solution.’ prototype will best design is a strategic attention so we can fully these insights serve to meet the response. understand your business to start client’s challenges, We then begin the process of Transformational challenges and understand exploring that will lead to a prototyping concepts that are design is about the scope of the issue and ways to change in customer based on sound strategies that creating fundamental define the right problem to deliver perception, give new unlock complex problems to deliver change, that gives a tackle. strategic insights to your brand an outcome that will result in return on investment outcomes by and change purchasing transformational design. through increase of placing your behaviour. purchasing behaviour target market and elevates – the ‘user’ – at your brand in the the heart of a market place above solution. competitor brands. 10
  • 11. Our Our knowledge of various sectors means we are able to create ideas that will add value clients: to a client’s business, whether it’s a large corporation or a small organisation. past and We are proud to work with a range of key clients locally, nationally and internationally. active bushfire present. PROTECTION • Amalgamated Casket Company • Attitude Edge • Color Technology Solutions • Curriculum Corporation • Curtin University of Technology • Design Print Marketing • Gorton Group • Melbourne Netball • Motorcare Services Australia • National Curriculum Board • Office of Learning and Teaching, Department of Education and Early Childhood Development • Office of Training and Tertiary Education, Department of Education and Early Childhood Development • Purple Planet / Funline Merchandise Co. • Reading Entertainment Australia Pty Ltd • Skills Victoria, Department of Innovation, Industry and Regional Development • SKTU • The Classic Cinema, Reading Entertainment Australia Pty Ltd • Ti Amo Cosmetics International Aside from those clients listed, we also has extensive experience of working with clients such as Garden City Kotara - AMP Shopping Centres, BHP, Devine Homes, OneSteel and Metroll Australia. 11
  • 12. confederation of australian motor sport We were approached to design and develop a promotional piece to tell the brand story of the Confederation of Australian Motor Sport with the aim of gaining corporate sponsorship and securing the licence for the Australian 2010–2011 FIA World Rally Championship. The Result: $8M was achieved in corporate sponsorship awarded the licence for the Australian 2010–2011 FIA World Rally Championship. 12
  • 13. supachill holdings Having successfully developed the SupaFresh brand for Supachill Holdings, Brandhouse are now develping a premium brand for 1L and 500mL gable top packaging for the export market bound for China. ™ The Result: 360,000L of milk will be exported weekly from the Warrnambool Cheese Butter Factory 13
  • 14. Back A-Z Products Title Back Incra Positioners Back Incra LS Positioner 17 Incra LS Positioner 25 Full Metric Super System Full metric Super System (incl. WonderFENCE) (incl. WonderFENCE) What’s hot at PWS $885.00 Qty: Hand tools Incra Incra LS 32 Conversion Kit Accessories Positioners (incl. replacement leadscrew, rack, scales, Template Library etc.) The LS is unquestionably Work efficiently across Only one system offers tasks from setting-out, accuracy, repeatability the most accurate router We source the best possible products to enhance the woodworking experience for FAQs Call Us Email Us assembly to finishing and versatility Incra LS Positioner 25 table fence available. It’s hobby and professional woodworkers. Full metric Super System capable of achieving (incl. WonderFENCE) accuracy usually only found We are proud of the reputation for service A–Z Products and quality that we have built for on machinery costing tens of Incra LS Positioner 17 Professional Woodworkers Supplies. thousands of dollars. The One-Time Tools Full Metric Std new LS achieves positioning (incl. WonderFENCE) Measuring Miscellaneous accuracy independently Tap to continue Combo Value Packs Rules Incra WonderFENCE verified to 0.0015” per 12” of Measuring and set-out Upgrades Ultra etc. to travel and repeatability of Clearance Corner accuracy is the basis of any WonderFENCE metric version better than 0.001”. This is woodworking project only possible because of its Incra LS Positioner 17 Full Metric Joinery System Search Cart Checkout Search Cart Checkout Search Cart Checkout Search excl. WonderFENCE) Cart Checkout Search Cart Checkout professional woodworkers supplies Mobile ap. Currently in development. 14
  • 15. A Visual Audit. A visual audit allows you to review your existing how we will conduct a visual audit: corporate identity program and obtain feedback Firstly BrandHOUSE will review your business What is it? and advice in how to improve, build upon or goals, positioning, key differentiation, and change it to align with your current business marketing strategies. We’ll conduct an audit goals. of your existing brand communications, as well as those of your competitors, to gain a full understanding of your brand needs and What you will gain from the visual audit: opportunities. • an evaluation of your current use of design; The Steps • an evaluation of your peers/competitors use • review existing research reports, business of design; and plans, and marketing materials; • a plan for the use of design at a strategic level • conduct interviews: company executives, in your business. customers, partners and other key A visual audit should prioritise any areas that stakeholders; require urgent attention. With a timeline and • conduct visual audit of corporate and plan to be developed with an extensive design brand communications; brief for all of Rapid Parts’ communications: • conduct visual audit of competitor • It identifies areas in which you can gain over materials; and your competitors; • develop brand attribute profile and • It helps you to see those aspects of your design criteria. business that make you unique; • It gives you the head start you need to identify problems that need to be addressed; and • It helps you to focus on your customers and their needs. 15
  • 16. A checklist: Examples of all forms of external The first priority is to determine a key contact within your company with access to materials communications inclusive of: What is and the workplace, and who can also provide the following: : Focussed needed (ie. letters, submissions) : B2B - to your clients and : Company details ie. legal entity from you. : Vision and/or mission statement prospective clients : Brochures : Posters : Business plan : Packaging : Executive Summary : Advertising : General statement about (ie. general promo and (who you are and what job advertisements) you do) : DVD/CD-ROM : Customer profile : Image library : Verbal Examples of all forms of internal (ie. phone answering) communications inclusive of: : Sales presentation : Tender documents : Information from focus groups : Sample emails (debriefing, customer/ : Notices consumer interviews) : Forms (leave, safety and Other: job application forms) : What are the key issues as : Internal programmes seen by you? : Value service mapping (who owns these issues? (shop floor graphics) eg. marketing, sales, engineering) 16
  • 17. What we Following this initial meeting it is envisaged that the following steps would apply: will do Step 1. Following collection of the items from the and when. checklist on the previous page (p. 16) the Visual Audit will be undertaken: Step 2. In preparation of the Visual Audit, arrange a time that is convenient to meet with one person from sales and one person from marketing (but not the directors from each department) for a period no longer than 30 minutes each; Step 3. Contact yourself to make an appointment to present the Visual Audit at a time to suit; Step 4. Prepare Business Case presentation; Step 5. Make an appointment to present the Business Case. How Both the Visual Audit and Business Case will be made via a presentation on a laptop computer, we will with a printed bound book left following each presentation. A CD with a PDF of the Business do it. Case will also be included. One hour should be set aside for each presentation. 17
  • 18. Simply put, if you don’t innovate then you won’t survive. Brands must be relevant as markets evolve. Those brands that recognise that markets are fractured over many platforms, who leverage existing, new and emerging touchpoints will be the future. Don’t be a brand for today. We would love to hear from you.To learn more about your business challenges. To discuss how we are able to help. To provide insight. To think about how we can partner with you to give more presence to your brand. Contact: Chris Waldron / Creative Director Suite 9 / 501 Church Street, Richmond VIC 3121 t +61 412 374 050 e chris@brandhouse.net.au www.brandhouse.net.au Connecting brands to people 18