See the wood and the trees

We collaborate with clients to find clarity and discover brand purpose. What do they want to be famous for? What are the facts on which the business is built? We do that with workshops that investigate the things that clients “didn’t know they knew” and often find ourselves asking the difficult questions that will enable us to discover brand truths. Think of it as brand therapy. It’s a solid understanding of a brand and the client’s business objectives that form the foundation for everything we do.

We ensure that all of the stakeholders are involved. In our view collaboration and the sharing of ideas is the only way to truly unveil brand truths and discover business DNA. With everyone involved we can discover a shared brand purpose that can provide, not only marketing, but the whole business with a shared focus.

HOW WE WORK

WORKSHOPS: ‘WHAT REALLY MATTERS’

We believe that a successful brand strategy is based on candid collaboration with all key stakeholders, whether they are in the same building locally or on the other side of the world. Much of our work is done with a workshop process in which we focus on What Really Matters. We’re super experienced at facilitating opinion and input from different departments through to local markets around the world. This ensures that the brand development process is focused and is fully adopted by everybody involved.

BRAND POSITIONING
With the brand truths and purpose refined, for us the next stage of brand development is to define the brand and identify the positioning it should occupy in its market. Why is the brand different from the competition? What unique claims can it make? We invariably offer a few potential possibilities that we test and debate as a team before finding the correct solution for the business.

BRAND BOOKS
A brand book is a thing of beauty and represents the icing on the brand development cake. A brand book definitively defines the brand purpose, strategy, values, and personality. It’s not merely guidelines for the marketing team and agencies. It should be a one-stop rallying cry to everyone that works with the brand, so that we can be sure that there’s brand synergy at every single trade and consumer touch-point.

DON’T JUST TAKE OUR WORD FOR IT

“Urbane have helped us with both our Fruitickles and Brain Blasterz brands. They’ve helped us to clarify, define and articulate both brands. The processes have been enormously insightful and inspiring!”

Emily Howarth, Bon Bon Buddies

BRAND STRATEGY CASE STUDIES