Discover, Develop and Deploy
The Sandbox approach facilitates the creation of a Brand Strategy. The brand strategy is a summary framework that defines attributes of your brand, identifying its promise, ambition, values, essence, personality, and reasons why someone should believe what your company communicates to the world. Overall, the brand strategy should influence all marketing operations of a company to ensure consistent brand behaviours and brand experiences, thereby building strong brand equity and recognition over time, ultimately driving business revenue and profits.
Understanding our client’s business strategy and developing an aligned branding strategy is an essential ingredient in making strategic, remarkable brand experience recommendations for design, tactical and internal execution.
STAGE 1: DISCOVER (internal and external research)
The discover stage helps us get to know you, your customers and your brand. Corporate/brand profile, brand personality, SWOT analysis, target market, brand strategic goals and objectives, project objectives, project strategies/messages, desired results, method of measurement and vision. It is recommended that all clients share their existing internal strategic marketing execution plan – complete with a marketing grid for the year or have Sandbox assist them in developing one that captures the foundation and purpose of the marketing strategies for the company. The Sandbox Brand Audit process uses a collection of 163 carefully crafted questions to interview key stakeholders on business objectives and expected role of brand to achieve desired goals. That raw data is then organized into a digestible insight report.
Answers from our discovery stage are captured in a “Discovery Brief”. It will include comprehensive market research from internal and external brand audits. This audit readout will be presented in a written report as well as a face to face presentation to the company’s key brand team.
STAGE 2: DEVELOP (analysis and brand strategy)
The development stage takes our client’s brand strategy and molds it into a visual/verbal representation that resonates with the target audience. All requirements of the brand strategy are captured in a power document we call the One Page Brand Strategy. Together we identify opportunities in the marketplace through reviewing, organizing, and segmenting the information gathered from the discovery phase. The direction is then described in the “Develop & Deploy” portion of our project brief for concept development; the initial step in the design process. Constant feedback from our client throughout this stage will solidify a direction that can be confidently pursued. All creative decisions are then measured against the agreed upon focus and strategy written in brand and creative briefs.
One Page Brand Strategy
Through the implementation of our brand platform process we will flesh out and collaborate with you to define all of the necessary information to achieve your desired brand results. The culmination of this information will be used to populate the Sandbox One Page Brand Strategy. The proprietary One Page Brand Strategy is based on global best practices for what is required to optimize revenue and growth. The result is a powerful, comprehensive breakdown of your brand, target market, brand and marketing strategies with goals, and 90 day tactical and 1 year communication activities to achieve your goals. This document replaces the need for an expensive and seldom used marketing plan and provides the brand ambassadors and other key team members the required focus and understanding of what is required to execute the brand strategy.
STAGE 3: DEPLOY (internal execution and tactical execution)
The deployment stage focuses on internal execution and tactical execution. We present it, polish it, post it, publish it, print it, make it and evaluate it. We design brand workshops, show and tell events and brand books with our clients to launch the Brand Strategy and execution developed in the previous 2 stages. Immediately after the launch we are committed to post evaluation based on the predetermined method of measurement created or agreed upon in the discovery stage. From this valuable data and client feedback questions will emerge, which will continue the focus on the most efficient and effective way to meet your collaborated objectives.