WE CREATE BREAKTHROUGHBRANDING THAT GENERATESBUSINESS RESULTS.

HERE’S HOW WE CAN HELP YOU BUILD YOUR REPUTATION...

HELLO.Welcome. Having a strong brand makes you memorable; easier to understand, and easier to trust - ultimately having a strong brand, will make it easier for you, to win the hearts and minds of your customers, and create long term success for your business.

By focusing on what makes you special, we can help you to build an exceptional brand, from the exceptional knowledge and know-how we’ve gained over 25 years working with bold, ambitious, large and small businesses across many sectors, nationally and internationally.

Over the next few pages, we’ll share with you, some of our thoughts on how we can help you influence your market and help you succeed. We hope this will give you a flavour of what we might achieve together.

BRAND POSITIONINGTHE ART OF INFLUENCE

The Benefits OfA Strong BrandCan Be MeasuredAnd Can BeSubstantial.

Strong BrandIdentity /

Positioning /Story

INTERNAL BENEFITSOF BRANDING FOR YOUR

ORGANISATION

GreaterTeam PrideIn Company

EXTERNAL BENEFITSOF BRANDING FOR YOUR

ORGANISATION

Better StaffEfficiency Increased

Productivity

DeeperConnectionWith Staff

EasierTo Recruit

Better People

ReducedStaff Attrition

Easier To Create Deeper Engagement

With Customers

Easier forCustomers To

Become RavingFans And Brand

Evangelists IncreasedWord of Mouth

Recommendations

Easier To Create EmotionalConnection With

Customers

Easier To Influence Customer Thinking

ClearerDifferentiationFor Customers

Easier ToPosition For A PremiumPrice Tag

ImprovedFinancial

Performance

Greater Brand ValueFor Shareholders

GETTINGYOUR BRANDINFLUENCERIGHT:Working together with your team, we uncover as much information about your business and target market as appropriate, to understand and define exactly what makes you different. This becomes the building blocks for your identity, your communications and your brand culture.

What’s YourCompelling

CredibleDistinctive

Brand

What’s YourBrand Story?

Brand Positioning?

What ShouldYour BrandLook Like?

How ShouldYour Brand

Communicate?

Brand Experience

Name?

Identity?

Stationery?

Brochures?

Offline Advertising?

Exhibition?

Website?

Mobile Apps?

Uniforms?

Vehicle Livery?

Signage?

Office Interiors?

PR?

Social Media?

Webinars?

Podcasts?

Radio?

Television?

Brand Experience

To Our Customers?

To Our People?

To Our Shareholders?

Online Advertising?

Email?

What’s YourBRAND VISION?

What’s YourBRAND PURPOSE?

Who Are YourBRAND MARKET?

What’s YourBRAND OFFER?

What’s YourBRAND VALUES?

YOUR BRAND VISION: Creating a vision for your campaign brand is the most important primary step in the branding process. Brand Vision can be defined as the long term strategic position that the brand will take in the market as well as in the customer’s mind-space. Brand vision offers a strategic intent which will act as a long term goal for your brand. Creating brand vision is a strategic process which the vision dictates the future course of action for the brand with regard to its growth and future course of action. It gives everybody a sense of direction and purpose – where you’re going, what you’re here for, what you stand for.

YOUR BRAND PURPOSE: What kind of difference do you want to make? Many of the world’s greatest organisations were created to make a noble difference in the world, address a real human need – or achieve something with clear social or environmental benefit. Steve Jobs exemplified this when he said, “Marketing is about values. It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. So we have to be really clear about what we want them to know about us.”

YOUR BRAND VALUES: Your campaign brand values are like a guiding compass that directs how you lead, collaborate and contribute to the world. Your brand values are what the customers see and feel during their contact with your brand - they must to connect with your audience both emotionally and logically. Get this wrong and your brand becomes invisible. Get it right and your brand will shine bright.

YOUR BRAND OFFER: There is one question drives most of the decisions, that people make. And, taking the time to understand what makes your audiences tick is highly important to make your brand offer attractive and relevant - get this wrong and you’ll significantly diminish the depth of impact, that you having influencing and persuading your audiences.

YOUR BRAND MARKET: Sigmund Freud, the father of modern psychoanalysis once said, “We will do more to avoid pain than to gain pleasure” - these are the only two primary motivators required to get your target market to take action. 80% of your marketing success will be found in discovering your prospect’s most compelling ‘pain points’. 20% of your marketing success will be found knowing how to positively leverage your prospect’s ‘pain points’ with the strategic practicalities of influence in your branding and marketing campaign.

WE USE 50 POWERFUL PERSUASIVE TECHNIQUES TO INFLUENCE YOUR MARKET

The goal of brand communication messages, is to persuade the target audience to believe, do or buy something. We leverage 50 POWERFUL TECHNIQUES to influence your target audience with the subliminal “language of persuasion” to your advantage. Here are a few helpful examples...

ASSOCIATION: Association is a powerful persuasion technique, also known as emotional transfer, that links a brand product, service, or idea with something that your target audience already like or desire - such as pleasure, fitness, beauty, success, wealth, etc. Well thought brand marketing or advertising, can create a subliminally strong emotional response, and associate that positive feeling with a brand product or service. For example Disney = Happiness, and Nike = Victory.

BANDWAGON: Advertising and marketing experts frequently use this oldest tricks in the book. By showing lots of people using a certain product or a service, they imply that “everyone is using it and you should do it too” (or at least, “all the cool, smart or successful people are using it”) - this uses the argument that a person should believe, or do something because “everybody else” does. People assume that if others buy it, the product must be good. And “you don’t want to be the only person without it”

FEAR: This technique deliberately elicits fear, in an attempt to persuade people to pursue a predetermined goal. In advertising and marketing fear is used to paint a picture of what your life will look like, if you don’t buy a certain product or service - by playing into the fear of what dire consequences could occur such as accidents, flooding, being under-insured, etc. The fear technique relies on a threat to an individual’s well-being, and peace of mind that motivates him or her to take action.

For example: We leveraged the required psychologies, by pressing peoples emotional hot buttons to fuel this powerful technique, in an advertising campaign across the UK to help an organisation sell safety carbon monoxide detectors - their profitable sales more than tripled almost instantly, and countless families had peace of mind, knowing that they slept safe at night without the risk of death from carbon monoxide poisoning.

WE’VE WORKED WITH BUSINESSES ACROSS MANY SECTORS, LARGE AND SMALL, HELPING THEM BUILD EXCEPTIONAL BRANDS.

HERE ARE A FEW EXAMPLES...

ABERDEENSHIRE COUNCIL

ABERDEENSHIRE POULTRY

ABERDEEN SCIENCE AND TECHNOLOGY PARK

BAA SCOTTISH AIRPORTS

BENCHMARK SCOTLAND

BODY SHOP BOYS TOWN PROJECT

BP

BUPA HEALTHCARE SERVICES

CITY OF ABERDEEN COUNCIL

CITY OF WAKEFIELD COUNCIL

COFLEXIP STENA OFFSHORE

DAN AIR

DEPARTMENT OF TRADE AND INDUSTRY

DGA ARCHITECTURE

EMAAR PROPERTIES

GHILLIE GLEN SMOKED SALMON

GRAMPIAN ENTERPRISE

GSG ENERGY

INSPIRED BY DESIGN

INTERNATIONAL PAPER

LINND INTERNATIONAL

MACPHIE OF GLENBERVIE

MBA ENGINEERING INTERNATIONAL

MURPHYS

M&S

NEXUS ENERGY

NHS GRAMPIAN HEALTH CARE

OCA LONDON & NEW YORK

PETROTECHNICS INTERNATIONAL

SCOTTISH ENTERPRISE

SCOTTISH LABOUR PARTY

SHANNON & CARTON

SHELL EXPO UK

SPIKE HUMER INTERNATIONAL

STEWART GROUPINTERNATIONAL SHIPBROKING

TESCO

TOTAL OIL MARINE

UNIVERITY OF GLASGOW

WAKEFIELD DEVELOPMENT AGENCY

WELCOME BREAK

YORKSHIRE FORWARD

CLIENT PROJECT:• Re-Positioning• Corporate Identity• Responsive Website• Social Media• Corporate Brochure• Stationery Design• Advertising• Direct Mail• Vehicle Livery

We had discussions with a number of identity agencies, but some were unable to grasp our perception needs. The brand fully understood and reached the wow level required. We would highly recommend The Brand for brand design projects as the level of service has been excellent and a pleasure to work with.

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I’m really impressed with the creative work of Dave Newton from The Brand, who has just strategically redesigned and competitively repositioned Shannon and Carton’s online market perception in our stunning new website and mobile design.

If you’re looking for a world-class brand design specialist then look no further. Dave is a master of his craft, and a one of a kind individual with a rare combination of creative skill, knowledge and integrity, who takes a genuine interest in his clients business success, over delivers and blows away your expectations. I was thoroughly impressed with how quickly he mastered the complexities of our optician business.

I can also say without hesitation that Dave Newton is personable, reliable, trustworthy, extremely creative, knowledgeable and consistently does what he says he will do. Delivering our redesigned website promptly and within budget. Dave and The Brand’s strategic design services has my highest recommendation - it was a pleasure working with him.

I highly recommend The Brand to any ambitious business who wants to be competitively positioned as number one in their market to win. Without doubt I will be recommending Dave to colleagues who are independent practice owners and looking for that competitive edge. I look forward to continuing to work with Dave Newton and The Brand on future design and marketing projects.

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CLIENT PROJECT:• Brand Re-Positioning• Website• Mobile Site• Social Media

CLIENT PROJECT:• Brand Re-Positioning• Brand Identity• Website• Brochures• Stationery Design• Magazine Advertising• Signage

Brand creation and implementation for a new Ladies Fashion Brand

Our beautiful new branding has helped us open our doors to more customers, than we ever anticipated. The Brand have a very rare talent and we couldn’t have done it without them!

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CLIENT PROJECT:• Re-Positioning• Corporate Identity• Responsive Website• Stationery Design

Nexus Energy Solutions is a leading specialist in the reduction of property carbon emissions. We deliver innovative, result-oriented solutions that bring real value and benefits for our customers. Expanding our business, we took the opportunity to competitively distinguish our brand and pre-eminently elevate our positioning against the competition.

Dave Newton of The Brand exceeded all expectations in the creation of our new, strong and distinct corporate identity, that expresses our high quality, cutting edge solutions, while offering differentiation and sustainable competitive advantage to our company.

The Brand clearly knows how to create beautiful work and get the job done… Needless to say we are extremely satisfied with the results. Dave Newton is highly talented, experienced, extremely dedicated to the success of his clients. I felt completely taken care of and had peace of mind as a result. It has been a great experience for us. I highly recommend Dave Newton and The Brand, if you are looking to successfully take your business to the next level.

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CLIENT PROJECT:• Re-Positioning• Website• Mobile Website

I highly recommend Dave Newton of The Brand Design who created our new website, they made prompt and timely action to deliver excellent world-class brand design work for us - he has a wealth of business experience and is very easy to work with - a man of his word with high integrity, he is conscientious, reliable, keeps his promises and is very personable!

I look forward to continuing to work further with Dave Newton on projects, and highly recommend their services to every professional looking to competitively differentiate as the best choice in today’s economy!

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CLIENT PROJECT:Corporate brochures, exhibition and marketing support collaterals were created for Scottish Enterprise’s key sectors of world class technology, and important growth industries to strengthen and sustain economic performance.

CLIENT PROJECT:Corporate brochures, exhibition and marketing support collaterals were created for Scottish Enterprise’s key sectors of world class technology, and important growth industries to strengthen and sustain economic performance.

CLIENT PROJECT:• Re-Positioning• Brand Identity• Packaging Design• Brochures• Advertising• Direct Mail• Exhibition

CLIENT PROJECT:• Re-Positioning• Corporate Identity• Brochure Design• Stationery Design

Corporate identity program

for leading specialists in

building energy performance,

energy rating, commercial

analysis of a energy

consumption, energy use,

and measurement of carbon

dioxide emissions.

CLIENT PROJECT:• Safety Campaign Posters• Offshore Literature• Internal Communications

If you would like to know more about how our experience and expertise could help make your brand communications a bigger success, then don’t hesitate to get in touch.

Visit our website: www.the-brand.orgOr email us at: info@the-brand.orgto arrange an informal chat.