Brand books – setting up a brand for success
Nothing like a global challenge.
I was commissioned to create the brand book for a successful natural supplement as it launched into new global territories.
An established product was about to graduate to the next level and after a successful strategy process I was tasked with creating and delivering the visual manifestation of the brand rules for global application. This meant redesigning packaging, advertising creative and creating the brand guidelines, brand book, manifesto film and advertising strategy. I created the global photo library and rules for advertising and brand comms strategy across global markets.
Managing senior stakeholders from Europe and America through the process I took a successful product and provided creative direction, strategy, design execution and set up Equazen with the tools required for global roll out and expanded success.
One of the most successful and rewarding aspects of the challenge was a free reign to create the brand photography library. This is an area that often falls into pedestrian stock nightmare. I managed to convince a diverse, global stakeholder group from a wide range of territories to embrace original, natural and authentic imagery. A departure from the existing bland, approved imagery into a more effective, honest and relatable brand image bank.
Being aware of varying sensibilities of international territories is a given in global brand strategy, but also understanding the common values and human characteristics that unite us has more value than aiming for bland safe territory.
I introduced an understanding that diverse, authentic representations of key emotional life moments had more value than smiling stock families. Integrity, diversity and truth will support an emotional connection of worth any day over some facile, whitewashed shallow imagery.
It’s the real moments in life that echo through all demographics. Success over our fears. We are all human and share our fears and needs.
So, as the brand strategy dictated, let’s celebrate life, challenge and inner strength whilst acknowledging the moments that families find challenging. Let’s celebrate the moments success whilst acknowledging the everyday challenges that we all face.
