Total Brand Creation Process

Research + strategy + cross-discipline creativity

Voko is set up with a unique system and skills to create positioning and bring it to life in everything.

First, our cross-discipline research team explores the seven key market dynamics influencing total positioning strategy:

	market
	category
	competitor
	consumer
	socio-cultural
	technological
	channels/touchpoints

Our cross-discipline strategy team then performs a process we call connective dynamics, defining the key market forces, identifying patterns and ‘joining the dots’ to a positioning opportunity.

From here we create the positioning idea. Strategists collaborate with our cross-discipline creative team to articulate the positioning in a three dimensional and multi-sensory way, showing how it expresses itself culturally and actually. This is total positioning.

Once the positioning is agreed, our creative team develops the brand culture and brand language; the multi-sensory design language that becomes the cultural and conceptual code in everything the brand does.

From here we detonate the positioning idea, showing the way it comes to life innovatively and experientially at key brand touchpoints identified through our total connections planning process. This is total branding.

Finally, we launch the new brand to the world, working with our cross-discipline production team to create and deliver new assets and activities everywhere.  We then continuously measure and optimise all key brand touch-points using our total brand metrics tracking system and methodology.


Summary

Unique ‘total brand creation’ process
Combines research, strategy, cross-discipline creativity and production
Conceptualises total positioning, then detonates idea culturally and actually
Single agency solution: positioning > branding > launch
Creating new assets then activating them everywhere