- Brand Consulting
- Brand Strategy
- Brand Identity
- Australia
Finding meaning
Established for over 30 years, Simply Australian Fries (SAFries) engaged us to equip them with a brand that would support their growth after recognising a gap in the market. As a purpose-driven practice, we knew that finding meaning in the market gap was key in unlocking brand growth. We started with a Brand Diagnostic where we conducted a review of the current brand and identified opportunities, recommending where to invest their time and resources to achieve the most value for their Australian founded, owned and operated organisation.
It was clear that discovering the shared values they held with their ideal audience would be central to building an effective brand strategy. In a commoditised market, finding shared meaning can feel trivial, but with genuine investment you can cultivate a sense of belonging in your brand beyond a transaction. If you’re in business for the long-game, and you want long-term customer loyalty, your brand needs to mean something to the people you serve, not just fill a functional gap. This is what conscious branding is all about.
Over the past few weeks, we’ve dug deeper, conducting a brand workshop with the team to uncover authentic values, strengths and differentiators and facilitated customer interviews to understand their core values, needs and their unique context. Next, these insights will be used to build upon the current positioning to ensure an effective direction for the brand, we’ll create a brand culture guide for internal alignment and develop a visual identity system for consistent expression across all brand touchpoints. Watch this space!
