NEW BRAND

Brand creation is a business investment.

This is not related to operational expenses.

A brand is an integrated and unique system.

The brand’s system determines a business model.

The brand’s idea changes a product and a company itself.

We focus on comprehensive solutions.

These include the development of strategy, design and communication by the same team under the same roof.

We are the general contractor and are fully responsible for every aspect of a brand.

We develop “turn-key” brands

  • Strategy
  • Naming
  • Design
  • Communication

Egersund, a big Norwegian fishing and fish-processing company, used to operate on wholesale markets. On coming to Ukraine and establishing its subsidiary in Kyiv, the company opted to reach end customers. Still, it had no experience in retailing, thus Ukrainian market became a kind of Egersund pilot project. After its soft opening in June, the store quickly reached its planned performance and even went beyond. The grand opening of Egersund in Kyiv was attended by the Prime Minister of Norway.

  • Strategy
  • Naming
  • Design
  • Package
  • Communication

In 2012, a big investment fund started cooperation with a Russian inventor of door closers for all car classes. But beside the door closer and the ambition to conquer 15 markets, the company found itself not ready for rollout. We created a unique brand from scratch.

  • Strategy
  • Naming
  • Design

From the standpoint of helicopter flights, the air over the US is the most advantageous. Nearly every city and town in the United States operates its own airport, and a helicopter is considered to be a typical and convenient travel mode. So, Scout was tailored for those very latitudes, from technical and ideological points of view. Inspired by a human desire to fly, the developers erected a new production facility in Ukraine. Thus, we had a mission to create the brand and spread a word about it globally.

  • Strategy
  • Design
  • Package
  • Communication

Based on a small manufacturer of Silenza, which has existed for many years in Italy, we have built a true Italian brand. In fact, we restarted it – with a new positioning, fresh communication strategy and completely new visual identity. Special attention was paid to implementation of the philosophy of the brand in interior solutions, that’s why we closely worked with designers and architects.

  • Strategy
  • Naming
  • Design
  • Package
  • Brand-content

Group of ophthalmologists, with fifteen years experience of active cooperation with industry professionals was founded Azerbaijani-German company which provides a full range of professional services and products. In fact, the company helps to build a professional medical authority of doctor: creates unique products which made in Europe by international standards. Our task was to create a coherent system for the brand in the market of B2B. We have developed a brand strategy, name Sollers Eye Care, established a system of visual identity, created animated video presentation and interactive website.

  • Strategy
  • Naming
  • Communication

Getting an insight into sausage-related preferences, we found out they were often consumed by men under 35, mainly single. This is a kind of backstop in case of hunger. The market needed a new young people sausage brand.

Due to that, Forbes ranked SOSISKA.RU among top ten Russian start-ups.

  • Strategy
  • Design
  • Package
  • Communication

One of Ukraine’s biggest mayonnaise producers, the Delta company, owns some heavy-duty agricultural facilities related to sunflower and sunflower oil. Delta used to operate in a B2B segment, without reaching end customers. The company turned to us with a task to develop the brand and roll it out in the retail sector. The company once registered some brand names, and Guliay Pole [the name of a Ukrainian town translated into English as a walk-about field] was considered to have the best branding prospects. The brand deployment program started in March 2015, and it is to run for one year.

  • Naming
  • Design

Top-Cosmetics, one of Ukraine’s leaders in the beauty industry, was going to roll out a new international project. It would be a network of limited-access supermarkets for beauty professionals only: personal cards for entry to sales outlets, personal accounts for online access, over 50 brands, about 17,000 professional products, education and workshops.

Solution integrity

A quality brand cannot be created if you focus on only strategy, design or communication. A brand is an integrated system that should work in unison where each element is supported and determined by another one. That’s why we give preference to comprehensive projects, with all their elements interconnected.

Strategy = Idea

We believe in uniqueness and simplicity. Very often, there are no ideas in strategies. A plethora of pages, diagrams, missions and visions describing a strategy cannot answer the question “Why are you unique?” When developing a strategy, we first analyze as more information as possible, to find a simple, yet universal idea, around which the brand would be built up. We believe that a good strategy for any brand consists of a single word. All other aspects enveloping the strategy are designed to amplify and unfold the idea.

Brand is an emotion

People make irrational choices as the heart is more powerful than the mind. Getting just a good product or service is not sufficient for a customer — but the emotions triggered by your product do matter. It is not possible to create a good brand relying on only rational features of a product.

Brand is a margin

This is what a customer is ready to pay more for. Brand creation does not fall under operational expenses. This is an investment that is part of intangible assets of a company. We are focused on creating the brand constants that would not change for ten years.

Brand is the soul of business

We believe in the integrity when a brand determines a company becoming its emotional driver for development, not lives separately from it. A brand unites everything about itself: a corporate culture, products, communication, design, office, sales options, etc. All values and ideas incorporated by the brand are followed by real changes in a product and the company.

Brands for the New Economy

We know how a customer, his purchase criteria and even life criteria change over time. A brand becomes more important than a product. The one that a person feels determines his choice a way more than product facts. Today you cannot work through one communication channel only. A person evaluates the entire purchase experience. So we create an integrated world of the brand.

Implementation management

Implementation is one of the most complicated stages when creating the brand, as it is accompanied by compromise solutions and resistance. A brand launch implies much pressure on the company, but we support the project helping it to gain momentum as soon as possible.

Methodology

We develop a brand consistently based on clearly defined algorithms. We know when and what projects we should implement; how to do this efficiently; and what challenges we may face. Our methodology is based on our hands-on experience for launching brands in CIS.

New brand creation: Faults and issues

1

False perception of the brand

A brand is neither logo nor advertisement. A brand is what they think of you, and a set of associations that emerge on all steps of interacting with the brand. Everything factors in a customer’s decision to buy, including a price, a website, advertisements, friend’s advice, the product itself, and design. These may be separate processes for a company, but a customer perceives it as in integrated product that he wants to or opts not to buy.

2

No idea

You have a host of diagrams, a vision, a mission, principles, plans, objectives, and the like. Yet you have no idea. You have no answer for the question of how unique you are, and what unique you do which stands you apart. Can you represent your strategy with a single word or in a Twitter message?

3

Do not start with design or communications

A good house is not constructed starting with a foundation. You should start with a project plan: what the house will look like; who is going to live there, etc. It is a bad idea to deal with design or communications unless you have answers for the questions of why the brand is unique; who the brand’s consumer is; why he should buy at you; what emotion you want to trigger with a customer. You need a strategy to get a clear idea of the brand to be further created. You need to have some criteria for evaluation of all brand’s manifestations, including design and communications.

4

Prove your message

It is virtually impossible to create a brand today by using communications only, without doing anything else. But people want some proof for what a brand declares. If a brand speaks of loyalty and quality service to customers, there should be shop assistants standing near cashier desks to pack the purchased goods and help customers to carry the goods to an automobile. If a brand positions itself as a wine expert, its stores should have unique wines, and every shop clerk should be an excellent sommelier.

5

Too logical approach

A brand is an emotion. People are irrational in their choice, so to create emotions, you need to go beyond the customary and the logical. If not to do this, the visuals in your advertisements will feature happy families or hands-shaking businessmen. It’s OK from a logical standpoint, but a consumer takes no notice of it any longer.

6

Price and quality

In most focus groups, when a consumer is asked to name the main reasons of why he has purchased something, a list of proposed reasons often includes price and quality. But if to ask a consumer what brands he likes and why, nobody ever replies that he likes a brand since it is cheap. The categories of the price and quality are personal. Something may be expensive and of a perfect quality for one person, while the same would be cheap and of a moderate quality for another. So we talk about a perceived price and a perceived quality.

7

Selling everything to everyone

A business owner often wants to sell his products to every category of buyers. To meet the aim, a company creates a very universal and fuzzy brand trying to please everybody. Yet, such a brand lacks differentiation points. A brand for the youth is definitely bad if it does not annoy seniors.

8

Create a single responsibility center

Every employee bears responsibility for some specific tasks. As a result, the brand comes to a failure, since some of its elements are not supported by other, and even come into contradiction. You need a single responsibility center and a single vision of the brand shared by the entire team.