Methodology
The Brand is the Soul of Business

Unique methodology how to create and manage brands



A brand is an intangible asset and a key driver for business growth. Companies grounded on the values of their brand are more powerful and income-generating than impersonal corporations.

The methodology is based on a sixteen-year hands-on experience in CIS and the analysis of own brand launching projects.

«The Brand is the soul of business» is a step-by-step algorithm and a toolkit for business owners enabling them to shift from scattershot ad campaigns to a consistent business management, to encourage employees, to skyrocket growth

The methodology works regardless of a type or scope of business and the market a company operates on.

FATHER

The success of a company is determined by the power of one person. He is Leader, Businessman, and Founder. We call him FATHER. His visions and long-term aims shape the project.

IDEA

Working over a brand always starts from formulating its key idea and from answering the questions of what the brand is about, how it stands apart, and what difference it makes. The answers therefore will determine the shape and message of the brand.

Research

Marketing analysis

Market
Trends
Competitors
Company and product
Sales funnel
Business model
Impact of new economy

Customer journey

Getting insights

Segmentation

Brand model

Audience segments
Central idea
Rational and emotional features
Identification criteria
Communication criteria

Brand’s legend

COMPANY, PRODUCT, IDENTITY

We believe in the integrity, uniqueness and holistic system, when the values and ideas embedded in the brand are followed by true changes in the product and the company. A consumer does not split a product into its package, logotype, price and content. A product is a whole thing for a customer. By creating a visual identity, we always think about an integral perception, meaning that any part of the product taken separately would be perceived as a part of the brand.

Road map

Key projects for brand’s roll out/modification
Changes affecting the company directly: prices, office, employees, etc.
Costs
Performance indicators

Implementation management

Provision of solution integrity
Contractor management: search, goal setting, evaluation of results
Marketing committee management
Strategic follow-up for the brand

Naming audit

Name development

Name
Descriptor
Domain

Patent follow-up

Design audit

Design concept

Logo
Typography
Layout
Colors
Images
Animation

Identity elements

Packaging

Brandbook

Production management

Design management

EXPERIENCE & CONTENT

A brand is not just a key message. 
A brand is a long process of customer interaction; this is the experience and information which a person gains and feels. 
We create a unique world of the brand, a comprehensive informational system filled with content.

Communication and interaction strategy

Goals setting
Annual messages system
Communication channels
Touchpoints
Costs, performance evaluation
Channel interaction logics

Creative platform

Key idea
Slogan
Key image
Video clip script
Layout for external ads and press
Internet communication ideas
Ideas for non-traditional promotion

Brand content

Video clips (other than TV ads)
Image-building print materials
Presentations
Booklets

CAMPAIGN 360°

The campaign is an invitation to the world of the brand, and prospects of acquiring a unique experience.

Communication campaign 360°

Central idea
Slogan
Key image
Video footage script, with 30-60 s
Layout for external ads and press
Radio ads scripts (up to 3 options)
Internet communication ideas
Ideas for the content policy in social media
Ideas for non-traditional promotion
Author’s supervision

TV campaign

non-TV campaign

Projects