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The incorporated brand 6 steps to increased brand value Implementation Integration Imagination Inspiration Insight Investigation Investigation Share business plans, existing strategy, brand assets Research markets, competitors, opportunity Question discuss, clarify, agree aims Getting started on your work Share and review business plan and marketing plan. Gain full understanding of where the business is going in the next 5 years Share any existing market intelligence and insights. Review findings from any other market or client research including internal interviews and reviews from other group companies Gain understanding of any mandatories or marketing limitations in place through company internal politics, e.g. levels of self administration or historical identity that must remain in place. Match objectives with strategic branding Recommendations write and agree creative brief. Insight Distil essence Prioritise opportunities, mitigate risks Write creative brief Agree the brand platform Develop corporate and marketing messages. Develop proposition and positioning. Define and optimise integrated channels. Identify any ‘quick wins’. Write schedule. Commence work. Inspiration Look refer Weave cross pollinate Make mood boards Defining the brand Making the brand a critical business tool to build more meaningful relationships internally and externally. Building the brand. Turning the brand into an action plan that ensures it is central to everything. Living the brand. Helping every employee to become an ambassador for the brand. Imagination Conceive the big idea Create design visuals Define the proposition Is your brand where you want it to be? If not, the difference between where it is and where you want to be is the brand gap. Forward looking brands will always demonstrate brand gap. Integration Combine synergy and synchronicity Extend make your brand further and wider Connect engage, affect, attune Our core business as a creative marketing company is providing full-service solutions to our clients. The best bit about incorporating all disciplines is that it makes life much more interesting. At Design Incorporated our hard-working specialists are busy creating campaigns for all kinds of media through all sorts of channels. All of these are bound together by one thing. We think incorporated. Implementation Plan organise, schedule, communicate Manage co-ordinate, quality, deliver Execute deploy, measure, improve How we service our clients Upon commencement, all projects are allocated a core team. A nominated, single point of contact Project Director will be accountable for the smooth running of the project. A client contact will be nominated for content - copy, imagery and translations, approval of proofs, server administration and URLs and invoicing. A service level agreement (SLA) can be provided Regular project status reports will be raised Regular conference calls will be set up. Proofs will be provided at each stage of the creative process. Brand Innovation Opportunity definition Research Insights Foresight Sustainability New products and services Brand extension Business models Organisational change Brand futures Brand Strategy Segmentation Portfolio strategy Sustainability strategy Brand positioning Brand architecture Brand analytics Brand Gap measurement Platform, channel & media Brand Design Visual and brand identity Narrative Packaging and product design Retail and point of sale design Environment Service design Communications Employee engagement Sustainable design Our brand services Frank Norman Client Services Director t +44 (0)1784 410380 [email protected] David Parker Branding and Marketing Consultant t +44 (0)1784 410380 [email protected] Design Incorporated (UK) Ltd Centurion House, London Road, Staines, Middlesex TW18 4AX www.designinc.co.uk