Seven West Media
Seven West Media’s integrated media solutions division, RED have a very exciting offering and an exceptional team of strategic thinking professionals. However, over time a focus on clients and not on their own brand communications lead to a disparate and somewhat mixed message in their own communications collateral.
Aware of this situation Jenny Hosie, RED’s Director of Integrated Sales invited Ink to work with the directors of SWM and her team to develop a new brand communication strategy; distilling the complex communication of what RED is, what RED does, and how RED does it into a succinct and compelling proposition.
Our desire is to make a positive difference in the communication between clients and RED, to enable sales through clear understanding. This requires both stakeholder and customer research, involving group sessions and individual interviews.
Our process uncovers key insights from clients and determines what value base they might operate from, so that we might mirror that in our communications.
We become more relevant by applying similar values to our communications, and reducing clutter to speak in a clear and concise way. We then apply this across all communications for consistency, then promote this positive form of communication constantly. Generally most businesses achieve reach and frequency; they know where the client is and how to speak to them often, but they don’t quite know what to say to be absolutely relevant. Our process delivers relevance.
We reviewed RED’s current approach to the market and explored new tactics.
Holding onto what works, discarding what doesn’t and adding the new to revitalise the brand.
The deliverables, such as trade ads, presentation video etc are only the physical manifestation of a more important outcome of this process, which is a change in REDs language to mirror the language used by clients and to better reflect REDs actual offering and point of difference.
On every project of this nature we are always guided by our own set of branding principles.
Ink Projects Brand Communication Principles (The 4 C’s – what all successful brands are)
Clear — Proposition
Concise — Said Simply
Consistent — Same Always
Constant — Say it over & over as many touch points as possible
As a result of the stakeholder and customer research, Ink created a new brand platform, proposition and tagline for RED. The work features a new logo and visual language, developed in collaboration with Creative Director Chris Cross, Seven Network Australia.
Reviewing brand behavior could and should be an ongoing process; when did you last do a health check of your brand communications?