Pomegranate Brand Process

8/7/2019 Pomegranate Brand Process

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The birth o a brandmaking it work or you.


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A brand, your brand is a culmination o many elements that eminate rom

the organisation, consolidating to produce a promise to your audience,

that promise is the lie blood that ows through every vein o the company.

The issue or many organisations is capturing and distilling the pure value

o the brand, ensuring complete audience engagement, dierentiationthat stakes a claim in the market and value proposition that allows the

organisation to produce growth making proft!

The ollowing pages break down exactly how Pomegranate provide our

clients with what we call Brand Confdence, our proven process or

successul brand development.

What is a brand?


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Brand strategy is the process o identiying your brands most

compelling unique attributes and combining them into a unique

promise. A strong brand stands out rom its category. Its relevant

to those who come into contact with it. its believable, because its

built on credibility and a compelling truth, during the frst stage o

Whether the task at hand is brand creation or a new company,

or rebranding a global company due to a change in business

conditions, we employ a process thats proven and comprehensive

we call it Brand Confdence TM .

Brand Confdence is our fve phase ormula to complete brand success.

Its time to defne your brandwith confdence:


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Getting under theskin...

Depending on the challenges that ace your organisation, we will

employ an array o qualitative and quantitative research strategies and

methodologies:

Segmentation studies

Brand image assessment

Competitive analysis

Web site usability

Semiotics and messaging

Comms analysis

Benchmarking

In addition, Pomegranate use a Strategic Brand Assessment a method

that enables us to evaluate the strength and value o your internalbrand. Unlike traditional research methods that look at the brand rom

the outside in by measuring customer attitudes, the Strategic Brand

Assessment flls another critical need by looking at the brand rom

the inside out using the perspectives o company management and

employees. This technique uncovers underlying business or marketing

issues that may be undermining the success o the brand, shows

cultural alignment or the lack thereo, and recommends ways to improve

marketing communications in order or the brand to reach its potential.

Touchpoint Mapping is another valuable research tool we use to defne

and illustrate every potential point o contact between your brand and its

many audiences. By outlining your brand touchpoints, you can implement

the right practices and processes to ensure that customers and other

1. Knowledge

Audience profling & personas

Buying behaviour analysis

Workshops / Focus groups

Media touchpoint assessment

Online ROI tracking

SEO Analysis

Name testing and validation

Interal Exeral

Prption

Promise

Belif


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audiences have consistently positive experiences.

We use brand mappingthe process o identiying your organizations

unique attributes, surveying the competitive brand positions and analyzing

opportunitiesto defne an area that is unique to your company and

compelling to your internal and external audiences.


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Building thefoundations...

Strategic vision contains the crucial stages in the development o

the robust oundations, a brand must be able to breathe and grow

with the organisational demands.

Brand Architecture

Brand architecture is the hierarchical structure by which brands, products,

services and subsidiaries are managed on a relative basis to each other

within an organizational entity. For example, is your organizations brand

architecture a Branded House, emphasizing the corporate brand, or a

House o Brands, with individually branded products or divisions?

Brand architecture also involves the development o nomenclature

systems and sometimes a Brand Decision Tree to determine the unction

and role o Parent Brands (think Procter & Gamble), Endorsed Brands

(Stainmaster by Dupont), Ingredient Brands (Intel inside) and Stand-

Alone Brands (did you know the Ritz-Carlton brand belongs to Marriott?).

Pomegranate can help you identiy the appropriate brand architecture

or your organizationand implement itso that the structure and its

benefts are clearly defned, accepted and understood.

2. Strategic Vision

YurCom

pany

1.Cmpeis

2.Bas

3.Socal4.WOM

5.Exprntal

...

YourAdi

nce


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Bringing the brand tolife...

Brand Communications

One o the most signifcant advantages youll get rom Pomegranate

is the seamless transition rom brand strategy through the creative

development, execution and production o marketing materials. The same

team members who create and develop the brand strategy also manage

its evolution into brand communicationsensuring that the voice, spirit

and positioning elements o the brand shape all creative messaging rom

launch through implementation.

Brand NamingWhats in a name? When done right, a good name has gravity, subtext

and styleall o which make it memorable and proprietary to your brand.

At Pomegranate youll fnd that brand naming is an in-house skill set that

many other brand frms typically outsource.

Companies, products, services, spin-os, joint venturesyou name it and

weve, um, named it. With a fnalized name, we begin the step o giving

the name what it needs to thrivecontext.

Brand IdentityBrand identity begins with logo development, yet it also goes ar beyond it.

Our brand identity designers are experts at crating corporate signatures

that express the essence o the brand. For every project, they explore all

3. Expression


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aspects o identity designintent, typography, colourways, iconography,

and moreto create studies that typically include several dozencandidates. Similar to our naming process, a wide net is cast or purposes

o exploration, leaving no relevant consideration untouched.

Once a corporate mark has been fnalized, we develop the brand

expressionor the brands look and eelthat includes an expanded

colour palette and typography, imagery, repeating elements, and other

considerations that give the brand its proprietary and aesthetic qualities.

The visual identity system then becomes a major component o the brand

guidelines manual, which serves as the brand bible to ensure the brandis expressed consistently and appropriately as it is adopted by members

throughout your organization.

Creative Development

Beyond all o the research, planning and strategythe importance

o which cant be underestimatedlies the true nature o brand

communications: connecting with your audiences through creative

expression. Brand communications have been a core competency o

Pomegranate since our ounding, and our skill sets have only sharpened

as the methods o brand contact have grown exponentially. We developoine and online brand content in the ollowing categories:

* Advertisingprint, interactive, broadcast, outdoor and nontraditional

media

* One-to-one marketing/direct marketing

* Web site and web application development

* Internal communications (employee-acing)

* Collateral materials

* Sales orce material/content

* Trade show/Road show applications* Online orums

* Graphic Design

* Experiential

* Point-o-purchase


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Digital Marketing

As the importance o the web as a branding and marketing mediumincreases, Pomegranate is committed to oering best-in-class services

across the digital landscape. This includes expertise in research, web

design, and online media. Whether you need a dynamic website that

generates leads and drives sales, or an innovative online campaign to

increase brand awareness, we go ar beyond web marketing to create a

robust and eective business tool or your company. Our digital services

include:

Strategy, Planning & Analytics

* Customer, Channel & Consumer Research* Web, Marketing & Blog Analytics

* Audience Segmentation & Profling

* Web 2.0 & Enterprise 2.0 Strategies

Interactive Marketing

* Creative Services

* Brand Building & Direct Response

* Integrated Campaigns

* Social Networking, Community Building & Blogging

* Emerging Platorms* Mobile Marketing

Web & Interactive Development

* Web Design & Development

* Inormation Architecture

* User Experience & Interace Design

* Content Creation

* Content Management & Technology Solutions

Media Planning* Media Strategy Development

* Search Marketing (SEO, SEM/PPC)

* Email & eCommunication Marketing

* Online Advertising & Ad Serving

* Viral & Social Media

* Media Mix Planning

Customer Relationship Management

* Lead Generation & Management

* CRM Strategy & Implementation

* Incentive & Loyalty Marketing


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Its not a challenge withthe right approach.

We have deployed some o the most complex brand awarenessprogrammes imaginable, ranging rom the global messaging campaign

or UK Trade & Invest, that included an ad campaign to cross 34

Airports across the globe, 42 business and academic publications in 14

languages, whilst providing the online production o an extensive public

website and internal inormation intranet!

Our clients are used to the rigorous procedures we apply to every level

o our production. It is imperative to us that your brand is implemented

with meticulous attention to detail across all media channels. Because

o this we have developed our unique QC testing and applicationprocess that provides peace o mind through out the deployment o all

our projects.

4. Production


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Success..!but how do you know?Regular analysis o the brand eect, internally and externally, is

crucial or understanding the impact, engagement and permeation othe brand message. With the correct insight, brand evolution can be

applied with control and streamlined cost eciency. Today we have

more accessibility to devices and systems than ever beore, we can

assess reach, absorbtion, channels, sentiment.... the list is extensive.

At Pomegranate we work with each client individually to dene an

analysis strategy that will both be manageable and provide the data

points with the greatest relevance or the organisation. We establish

the primary eedback loops and analysis points rom the rst phase

o our process. Using the robust benchmarking activities initiated inthe knowledge phase, to be cross reerenced. Our evaluation process

encompasses a comprehensive selection o data interrogation methods

and technical tools:

Sales team diagnostics

Marcomms matrix

Web analytics

Social Media monitoring

Emarketing analysis

5. Evaluation


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Additional components o our approach:

Brand Infuence

We defne brand Inuence as the process o educating and training

everyone in your organization so that they can live the brand. We

conduct workshops and training sessions, provide training materials and

provide ongoing support to ensure widespread brand adoption.

This essential aspect o brand development results in your peoplewho

are oten the main brand touchpointsnot merely understanding the

brand but personiying it.

Brand Stewardship

Throughout every engagement, we serve as your brand stewards

thinking proactively on your behal to advance your brands market

position. The dedicated team on your business manages the day-to-day

pursuits without losing ocus on the bigger picture, which is to build the

value o your brand over time.

Channel Management

Pomegranate goes beyond channel marketing to true channel

management. We are experts at managing sales channels to increaseawareness, generate leads and drive revenue generation. Our strategies

and programs are designed to bridge the gap between marketing and

saleseectively driving growth through the implementation o exible,

scalable and proven solutions. RBs channel management services

include:


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We hope this has provided you with greater clarity and insight into the

undamentals o a true defnition o branding.

I this has inspired you to learn more about how Pomegranate create truly

confdent brands, please contact us now. We would be happy to discuss

your requirements urther.

Making contact:

Write: [email protected]

Chat: +44 (0)20 7336 7322

View: www.pomegranate.co.uk

The next step:


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[email protected]

www.pomegranate.co.uk

or call 020 7336 7322.

Pomegranate Brand Process

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