(We rarely talk about ourselves in our blog. We prefer to let our true essence shine through the blog article topics we choose. This is a little aside to introduce a subject we talk about with all our clients. Little does it matter if we work with them on one or multiple platforms, we talk about this and it’s a part of the work we do here at Toast. We’ll return to our regular programming with the next post! –Alexandre)
You often talk about brand image alignment…
Indeed, our ability (and interest) to work with a variety of media (print, web, advertising, etc) has led us to develop a certain sensitivity to medium-sized businesses going through rapid growth. These businesses often face issues regarding their brand image alignment (also sometimes refered to as brand image standardization, essentially meaning the same thing). This context often leads to a situation where the development of communications tools is not always monitored as closely as it should be or based on previously established rules; rules that would have ensured the continuity of both the artistic direction (the design) of the entire communications portfolio and the message.
The brand image is thus weakened by a lack of cohesion.
We have worked with companies going through this kind of situation and have developed an approach allowing us to correct the situation. Our goal is to work alongside the decision makers by suggesting and validating with them the pieces that need to be “aligned” and create them according to business development, new products, technological innovation contexts, etc.
Our approach consists of initially developing a creation platform on which all the communication tools are to be based on. At every step/phase, creation rules (based on business rules) are established, facilitating and systematising the subsequent development of other elements. That way, we are able to facilitate and ensure brand image alignment for the company.
Our approach is flexible and allows the alignment to come gradually or in one single launch. It also puts in place systems and rules for the future, ensuring an easier management of the cohesion of your brand image.
(source : roadsidenut)