Branding

They say your brand is what people say about you when you’re not in the room.

Dare we ask, what does your current brand say about you?

The Service

Your brand is one of the first visual points for any customer so it needs to convey what you do and who you are.

What’s more, everyone in your organisation should be able to clearly articulate who you are and what you do (think: elevator pitch).

What we often see is that a business might have an existing logo but no tagline or brand story, or a style guide to show how to apply the branding.

We’re not here to judge, we’re here to help.

While we can assist with full-scale branding overhauls, we’re also happy to assist with smaller, bite-sized portions too whether it be a font refresh, tone of voice, brand story or headlines to capture attention.

The Process

1

STRATEGY

Branding is a marquee project in any team’s marketing plan, so it’s important we start with a strategy to underpin why brand in the first place.

2

research

For full-scale branding processes we undertake a comprehensive qualitative and quantitative brand research process to understand what potential customers and stakeholders think about you.

3

concept

We go away and develop the brand, from visual elements e.g. logo, fonts, colours to the brand foundations e.g. story, pillars and tone of voice.

4

roll out

Once approved, we bring the brand to life through brand guidelines with examples of tactical execution. Often we’ll also create toolkits to ensure your stakeholders know how to use your brand and leverage it to their advantage.

See it in action:

Want a case study with that?

The Brief:

We worked with cyber security organisation AUSCERT to create the branding for their annual conference (2024) and refresh their corporate brand. AUSCERT’s clients and conference attendees typically don’t like change, so we were challenged with working out how to bring the digital experience to a physical event, and how to bring their audience on the journey to embrace the new corporate branding. Our goals were simple:

1

CREATE

A new powerful conference brand that resonates with conference audience

2

Refresh

Their existing corporate brand to reflect AUSCERT’s key messages and identity

3

Build

Advocacy amongst target audiences to embrace the new branding

AUSCERT Conference Branding - Main Stage

Our Response:

The conference brand was brought to life at the event through clever signage and booths that had interactive elements. We also designed merchandise and stickers so attendees could take the branding home with them.

To engage their target audience to embrace the new corporate branding, we ran a brand activation at the conference, where attendees could partake in a scavenger hunt. The scavenger hunt had a mix of digital and on-location tasks and clues which guided participants to key brand touch points including social media channels, client booths and registration desks. The final step in the scavenger hunt saw participants stating the new brand’s tagline in a clear voice; ‘Allies in cyber security’.

AUSCERT conference branding - lock picking

AUSCERT conference branding - lock picking village

The Results:

Conference registrations were at record numbers, with over 800 attendees each day of the conference.

Attendees were able to easily remember both the conference theme and new corporate brand tagline. You can view their new brand via their website here.

Over 100 people participated in the scavenger hunt, creating opportunities for the AUSCERT team to engage directly.

Our team have been engaged to design the 2025 Conference branding based on the success of this project.

The Brief:

Our team were engaged to deliver a tourism rebrand and brand story for the Central Highlands region. This Queensland LGA encompasses Blackwater, Emerald, Carnarvon Gorge and the Sapphire Gemfields, approximately four hours inland from the city of Rockhampton.

The challenge for the region was the LGA had no clear articulation of their brand story, unique selling proposition or reason for travellers to visit the Central Highlands over any other. In fact, after conducting focus groups in region with consumers, their branding problem was so dire that customers didn’t even know what region they were staying in even if they’d been in the Central Highlands for days or weeks at a time.

1

create

A new tourism brand that conveyed the ‘what’, ‘where’ and most importantly ‘why’ visit.

2

roll out

Develop a style guide that ensured consistent usage of the new brand across all marketing outputs.

3

develop

A tourism toolkit to ensure operators from across the region could leverage the new brand.

Our Response:

After a discovery session to diagnose the problem, we established that we needed to create:

– A new consumer logo
– A new consumer-facing destination name
– Style Guide with cues for all visual and written content
– Tagline for use in marketing and the destination
– Brand Story to unify the destination with core themes
– A marketing action plan, including content pillars
– A toolkit for industry to leverage the new brand