Bborn Emerging Brands

New Venture

Bringing a new venture to life: BBORN ONCE

Corporate brands

Create Tangible Identity & Value

Launching a new company? Starting a new business venture? Need to build an entirely new corporate brand from the ground up?

The birth of a new business is an exciting time. Often years of work can go into planning and creating the vision, and then it comes time to bring that vision to life through a new brand.

The key to inventing a new corporate brand is to start with the end in mind. Establish a clear direction and vision for the business by asking: What will your customers look like? Why will they buy from you? What do you want them to think of your brand? Why will people want to work for you? Why will investors want to back your venture? How will your business be differentiated from all the rest?

The answers to these questions will form the foundation of your brand strategy. A good strategy establishes a distinctive value proposition for your venture, outlines the brand story and key messages, and sets the foundation upon which your brand identity, tagline, corporate communications, marketing and PR activities can be built.

With a clear picture of where you want to take your business, it’s time to consider what the brand will look like. First and foremost, your brand design should be distinctive from anything else in your market so you can immediately cut through the clutter. There is little value in having a corporate identity that simply blends in.

Your brand should also encapsulate the essence of your business idea perfectly. People should have a clear picture in their minds about what kind of business you are, what you stand for, and what’s in it for them. Every customer touch point across your business should tell the same story.

Finally, your branding should differentiate and enhance your customer experience, providing the people that matter most to your business with a reason to return.

Are you ready to Bborn ?

Is your business merging?

Are you ready to Bborn ?

Is your brand experience tired or out of touch with the market?
Does your brand lack cohesion and consistency across the customer corridor?
Are customers confused about your brand?
Does your customer experience differ from your brand promise?
Do you have a clear strategy for your brand?

Retail Brands

A) Retail brands

Give customers a reason to come back again & again

Do your customers expect great brand experiences, as well as great products?

There has been a lot of talk about the effect online shopping is having on traditional bricks and mortar stores. The simple fact is that unless there is a compelling reason for consumers to shop in-store with you, consumers will seek out the lowest prices online.

It was said that brands are built in the factory. That may have been true in the past, however today they are created in the mind. This is why now more than ever, brand experiences matter in retail. And the key to building any brand is to have a clear idea of what kind of brand you want to be.

Are you a price leader or an aspirational brand? Do you champion the environment or is convenience your USP? Do you offer the biggest choice or specialize in a niche product range?

Whatever your business, your brand strategy should clearly articulate where you sit in the market so you can position your offer to attract the customers you want. Everything about your brand, from the design of your identity and retail environment to your point of sales materials, advertising, product displays, staff uniforms, signage, website and packaging should work in unison to create a brand experience that is not only unique, but gives customers a reason to come back.

Product Brands

B) Product brands

Reason to Rejoice

Have your products lost their shelf appeal against aggressive competition? Are you looking to sell your products to the major retailers or supermarkets? Are you seeking to disrupt the market with an exciting new product idea?

Consumers today are facing a dilemma. Excessive choice! In almost every category, from automobiles, clothing and electronic goods to food and wine, there are more brands competing for the consumers’ dollar than ever before.

Adding to this is the move by major supermarkets and other retailers to design and package their own branded products, which are then often sold at lower price points.

There was a time when people turned to brands like Heinz, Sony or Toyota because their names meant you knew you were getting great quality. Today, quality has become a commodity. It is no longer the great differentiator so manufacturers need to find new ways to stand out and appeal to consumers beyond what’s in the box.

It can only take a few seconds for a consumer to make up their mind whether to choose your brand over another. Those critical seconds are your opportunity to make a compelling statement about your brand and cement yourself as the product of choice.

This requires more than just well-designed and well thought-out product packaging. It requires the creation of an entire brand. A brand that has a unique name, identity and communication style, immediately stands it apart in the market. A brand that is authentic so the promises made in store, are more than lived up to when the product gets home. And a brand that people perceive differently so it appeals to its target audience.

Of course, product branding is not just about what consumers see on the shelf. It’s also about getting your brand to market cost effectively. Adopting smarter packaging designs so print, assembly, warehousing and transport costs are minimized. Plus taking an integrated approach to sales, marketing and branding activities to extend your reach and drive sales

Are you ready to Bborn ?

Have sales of your existing product lines plateaued?
Are copycat products eroding your market share?
Are you launching a new brand or product range into the market?
Have your products changed and you want to make the changes visible?
Are you looking for ideas to leverage your existing products?

Do you need to catch the eye of major supermarkets or retailers?

Are you ready to Bborn ?

Service Brands

C) Service brands

Give visibility to the intangible

Are you a service business? Are you looking for ways to brand what you do and better differentiate your unique service offering?

The greatest challenge of services marketing is cutting through the clutter. The service itself is often intangible, and the process generic, so few pictures can accurately capture what you do or how you do it differently. And because business and consumer services are about people and processes, the similarities between competing services firms often far outweigh the differences.

Service brands are a way to ‘package’ your services to make them more visible to customers and proprietary to your business.

By branding your service offering with a unique brand name and identity, you give the service a life of its own. This means you can clearly differentiate what you do and give the service visibility beyond just words on a page. You can also build your own story and value proposition around the service brand, so that it not only cuts through the clutter, but has meaning and perceived value in the minds of your target audience.

Project Brands

D) Project brands

Elevate a project’s visibility

Have a major new infrastructure, mining or redevelopment project that you want to make visible? Do you need to capture the hearts and minds of the community for the project to succeed?

There are a number of advantages in developing a separate project brand. If you’re investing in a major business expansion or redevelopment, a project brand can significantly lift its visibility and help capture the imagination of customers, investors and those people with a vested interest in its success.

For the people who will be working on the project, a project brand creates a sense of identity and common purpose. This helps with recruitment campaigns and is an effective tool for building organizational culture where a large, disparate workforce is being assembled to work on the project.

Finally, if you’re undertaking a major infrastructure or construction project where community and stakeholder engagement will be a priority, a project brand can help build awareness for what is being built, shape public perception and bring consistency and cohesion to project communications.

Are you ready to Bborn ?

Implementing a new business strategy that requires organizational change?
Need to communicate to your people where the business is going and why?
Looking for ways to retain your best people?
Want to strengthen your organizational culture and teamwork?
Seeking to improve internal communication?

Are you trying to unite a large or geographically dispersed workforce?

Employer Brands

E) Employer brands

Connecting companies with their people

Are you implementing a new business strategy that requires organizational-wide change? Do you need to engage better with your workforce or strengthen your organizational culture? Are you looking to unite your people behind a common mission and values?

It’s not uncommon for organizations to list their people as their most important business asset. And in times like these of increased labor shortages and more mobile workforces, holding onto that asset is becoming a headache for HR departments. Much of the branding and corporate communications produced by companies is customer or shareholder-facing. That is, it is designed and written for people outside the organization, and so it can have little relevance or meaning for those working on the inside. Employer brands are a creative way for companies to develop an organizational-wide sense of ownership, purpose and belonging for their employees. It’s also a way for management to articulate corporate strategies and goals in a way people can relate to, and driving the behavioral changes needed to see those objectives realized. The process for developing employer brands is similar to corporate, product or service brands. The solution is often built around a distinctive brand mark that together with a simple tagline, straight-forward messaging and unique branding, builds an identity for the story you want to tell. However, that’s where the similarities end. Employer brands are about bringing people together to work, so the creative can be fun, human and unconstrained by corporate speak or design. When done well, they should mirror the culture and essence of the organization, engage with the workforce at every level, reduce resistance to change programs and give visibility to what makes the business a great place to work.

Public Service

F) Public service brands

Engaging the community

Are you launching a new public service initiative or campaign? Do you need to get the community involved in a new Government program? Consulting with the community and want to make the process more visible?

You don’t have to be a for-profit enterprise to use branding as a strategic communication tool.

If you are a Government agency who is launching a new initiative or public service campaign, or building a major piece of public infrastructure, branding the program with a highly visible name, identity and brand communication style is an effective way to get your message out into the wider community.

The other advantage of branding your message is cut through. A well-designed brand has the unique ability to take complex ideas and messages and distil them to their very essence.

Public service brands are also a useful community engagement tool. If you’re planning to undertake a community consultation process for a new project, which will require marketing and advertising communications to be created, then the process can be made more effective and transparent through branding.

Creating a short-term brand for the project will dramatically lift its visibility, generating the awareness and recognition for the process you are seeking. People also relate well to brands. They welcome them in every part of their lives so you’ll find people more willing to be involved in the process than if it was undertaken as part of normal Government communications.

Are you ready to Bborn ?

Seeking new ideas and a different approach for your public service campaign?
Looking for innovative and creative ways to get your message across?
Working on a major project that you want the community to know about?
Need to consult widely with the community on a critical public project?