Throughline sees brand as the outcome of everything your company does to influence others. Updating your brand means looking objectively at:
- what people say about your products, services or people when “nobody’s around”
- the stories in circulation in the world and in the workplace about your company, product or service, and whether it makes any meaningful difference to some aspect of life
- the sense of purpose that leaders at all levels in your company and in your marketplace articulate, and assessing whether it connects with today’s world
- And then thinking strategically about what dimensions need to change (and how) in order to build brand equity for the future.
Only then do we articulate a vision for your brand that encompasses brand essence and brand attributes, both rational and emotional.
In the following stage, we work with designers to realize a physical form for your brand that aptly embodies its essence and attributes, and shape the stories you communicate outwards, as a means of catalysing the right kinds of stories in the world and within your organisation.