Chris Campbell
Creative Director
Just like great bowlers are made in the nets, or a great team is made on the practise court – project sales success is made in the preparation and pre-launch set up.
A key part of a successful sales process is crafting a brand that engenders an emotional attachment to projects – that’s where visual and verbal branding come in. We’re all about creating systems here at NPA Projects, bringing clarity and processes to get our clients to their project goals. All our exclusive projects go through our 6 step brand process.
1. Investigate / Research
The more research the better, and will differ project to project, however we always cover the following:
- Competitors
- Location
- Target Market
- Cartesian Market Gap Analysis
This is where we place the project in comparison to other projects and see where we can craft something unique. This, in consultation with clients, shapes the project brand, ultimately crafting a project customers highly desire.
2. Strategy and Narrative
- Positioning
– A fancy word which we define as what makes this brand different in the minds of the target market. - Storytelling
– Define and shape what the story of the target market is in relation to the brand.
– Define what transformation will happen when the target market converts to
Consumer.
We let these guiding principles shape our decision making process moving forward.
3. Bridging the Gap and Naming
- Prepare for handover to design
- Name the project
Naming conflict checks throughout the name recommendation process.
Present a list of names that fit the project brief. Highlight top 3 recommendations. - Name sign off with brief for design.
4. Design (Visual and Verbal)
This is the fun part and where most people think branding starts. However, in my experience if the above first 3 steps aren’t done well, the design process can be painful and unclear, leaving multiple stakeholders confused and most likely disappointed. To ensure our client’s success, after working through the research, strategy and having bridged the gap, we present 1-2 creative territories (another fancy word for direction) with the following visual and verbal branding elements:
- Logo
- Colour Palette
- Typography
- Other design devices – Patterns, Shapes etc
- Communication Headlines and directional copy
- Imagery
- Render examples
- 7 – 10 Key Application Examples:
- Website
- Brochure (Cover and Internals)
- Social Media Tiles (x 10)
- Finishes Box
- Hoarding
- Outdoor Advertising
- Sales Uniform
- Letterhead / Contract
- Others (if applicable): Bottle, Wayfinding, Golf Cart, Boat, Products
At this stage, clients give us feedback based on the presentation and the journey we have been on so far with them, and we work to refine the execution and elements.
When these potential revisions are actioned, we then proceed to brand sign off.
5. Implementation
Once brand elements are signed off we begin to assemble the core visual assets (toolkit), including:
- Logotypes
- Symbols
- Colours
- Typefaces
- Patterns
Full list of applications listed with short, medium and long-term labels.
Short form manual on how the brand toolkit is used is created.
Rollout of project collateral commences.
6. Engage and Revise
When the project is launched into the market, the real test begins – making sure tone of voice, narrative and brand identity is adhered to, and there is consistency in the marketplace to ensure our target market is reached efficiently.
But we don’t stop there! A brand implementation and launch is not complete at launch, instead we are always collecting data on the project and how the market responds, using this to inform any additional executions and implementations.
