Brandfulness® – or how to become unique
Why we make it happen
The brand as a single asset enables an increased potential for the entire business. The purpose of working actively with your brand is to increase the brand strength and brand value. The brand strength is about creating a volume premium or price premium, or preferably both. An optimized strong brand hence makes it possible for you to sell more and take a higher price for what you sell. The brand value on the other hand is what your brand is worth in actual currency and is especially relevant as an asset in the balance sheet and in case of a sale or licensing of it. To build a strong and valuable brand, all parts need to align. Invinn categorizes these parts in four dimensions; offering, environment, behaviour and communication.
The Invinn philosophy and methodology for building a strong and valuable
brand is called Brandfulness®.
\ˈbran(d)-fəl-nəs\: Brandfulness® is when a unique brand position fulfils the four dimensions, or how we like to put it – when you are what you want to be, and are perceived in that way. When who you are, how you look, what you do and what you say are all in accordance.
We offer services to help you reach this, to reach Brandfulness®.
Our approach is built on five fundamentals
1. Invinn helps you identify a clear brand positioning enabling your organisation to grow.
2. Invinn helps create a strategy that provides direction for your brand on how to reach the positioning.
3. Invinn helps make sure that all parts of your brand’s identity – products and services, buildings and environments, communications, people and behaviour – tell the same compelling story.
4. Invinn helps you identify any gap between your identity and chosen positioning that needs filling and how to prioritise between them.
5. Invinn helps empower your organisation with the tools needed to implement and activate the strategy and positioning.
This is about maximizing the brand strength and the brand value. The brand strength is about creating a volume premium or price premium, or preferably both. An optimized strong brand hence makes it possible for you to both sell more and take a higher price for what you sell. The brand value on the other hand is what your brand is worth in actual currency and is especially relevant in case of a sale or licensing of it. To build a strong and valuable brand, all parts in the organizations need to align.
We start by defining the brand today, what it stands for and its current associations, internally and externally. Then we identify a new wanted position for the brand. Green light for visionary thinking on the premises that the wanted position is unique, attractive and reachable. The wanted position is then validated; it must be commercially viable, driving revenue, relevant and strategically feasible. When we know where we are, and know where we want to be, a strategy for the journey can be developed.
- Current state
- Hypothesis for position
- Target group definition
- Brand strategy
- Gap analysis
A strong name should be distinct, long-term, distinguishing and relevant. It is important to get the name right from the beginning and to connect it to the brand strategy.
The name of a brand can be decided upon different criteria, such as history, values, founders, associations - you name it. Or in this case, we do. The name is an essential carrier of the brand and should have the ability to stand out. It is also important in many legal and cultural perspectives to avoid mix-up, trademark infringement and culture clashes. We develop names for new or already established brands.
- Name strategy
The brand structure makes it possible to benefit from the full potential of the brand, increase the efficiency and makes it easier from both an internal and external perspective to maximize your aim or business.
There are various of ways to handle the brand structure within organisations – ranging from one brand throughout the whole organisation to separate brands for each product and service. And everything in between those two extremes. No matter what choice you make, there are consequences to be handled since each structure has its pros and cons. The challenge lies in finding an effective, and structured way to handle the relationship within or between brands.
- Brand architecture strategy
It is of great importance that all external expressions of the brand create the right impressions. Whether we like it or not, we are affected by them, and the impressions are crucial, not least the first one.
Cause when it comes to brand design, it is all about the look! The brand design deals with the brand appearance and all external visual attributes, everything from logotype, figurative mark, colours, forms, symbols and patterns to packaging, interior and exterior. All on the basis that these visual expressions of the brand will create the associations wanted.
- Visual identity
The brand is the hub for the organisation's entire operation. Therefore, we develop guidelines for how to secure that the wanted position is fulfilled by all parts of the organisation. We've categorized this in four parts: the Offering, Environment, Behaviour and Communication. The guidelines describe what to do, when and how to do it. Thus, it is guidelines for architecture, interior and exterior, offering in terms of what to offer and how to package it, company culture and how to act to build the right associations. And finally, to who, what, where, when and how to communicate all of this. Based on the chosen priority and the current state, one or more parts can be relevant to start working with.
- Brand Guideline Offering
- Brand Guideline Environment
- Brand Guideline Behaviour
- Brand Guideline Communication
Brand architecture strategy
Brand architecture describes how a company organizes its brand portfolio; it is the structure that specifies and expresses the relationships between the company’s brands. Depending on the organisation’s structure, various strategies can be employed. At each end of the spectrum we have ‘branded house’ and ‘house of brands’ – one single master brand or a set of stand-alone brands. In between these two extremes, there are other approaches using endorsements or sub-brands. Each strategy has its pros and cons. Due to the complexity in the structure of organisations today, a mix of all of them is a rule rather than an exception.
What is important is that each brand comes into its own, and that the full potential of the brands are utilized by a coherent brand architecture.
Invinn has thorough experience in dealing with the brand architecture for companies and corporations, both in a national and global perspective, and in how to employ different brand architecture strategies.
Place and property branding
We enable your place to reach its full potential.
Invinn approaches identity development from a holistic perspective. To build a strong and clear identity – or brand – and consolidate a position in the customers’ minds, all parties constituting the place must move in the same direction. Everything that the customers get in touch with must communicate and deliver the same thing. It is our philosophy to concretize this by breaking down the identity into four overall dimensions: Offer, communication, people and environment.
By developing a strong and clear identity for your place, regardless of whether it is a property, a block or a city area, the value of the place increases. You get higher property values, stronger visitor flows, increased investment interest, and increased sale, and it becomes easier to attract talent.
Our clients are construction and real-estate companies, administrative organisations, municipalities and consortia.
… is our knowledge of retail and property business, as well as urban and place development combined with communication and brands.
Our services include:
- Identity development
- Project management
- Communication and marketing
We help our clients by
- managing business development projects regarding retail, property and urban development
- managing collaboration projects, public–private partnerships
- managing and coordinating consortium groups
- offering mall operators and floor managers.
We work according to Invinn’s developed process including current state analysis, positioning, target group determination, strategy and guidelines for how to design the identity.
Communication and marketing
We work according to the following process:
- Present situation – analysis of the place’s potential
- Communication strategy – answers why, who, what, when, how and where we want to communicate
- Communication plan – activities and time plan
- Production of communication units
Invinn has all the in-house resources needed to handle our clients’ communication during change and development processes.
Examples of clients we work with
The brand in the digital world
When you build and develop a brand in the digital world, you encounter the same challenges as in the physical one. The digital world is no longer just a media of communication that can be handled separately, but a venue for entire businesses. Just as in the physical world, the brand feeds expectations and common opinions about your organisation. The digital world also opens up for competition and comparison world-wide.
That is why Invinn applies the same philosophy to brands when the touchpoints are digital as when they are physical. The offer, people, environment and communication must still all be manifestations of the brand. Regardless of whether the touchpoints are digital or physical, Invinn takes into consideration how your organisation must act to tell the same compelling story and get empowered by implementing and activating brand strategy and positioning.