Brand Development
Whether you’re launching a new brand or repositioning an existing one, we can assist you with all your branding requirements. Many advertising agencies throw the word “branding” around but so few actually grasp what branding is. Branding is so hard to understand because, by definition, it’s not any one thing; it’s actually everything. At InnoVision Marketing Group, we like to say that it’s 360 degrees of 360 degrees – it’s all-encompassing. However, while the concept may be hard to grasp, branding is the single most important element to a successful company. We can conceptualize, develop, create, and produce all your advertising needs, from the smallest design job and print ads to complete television and radio commercial production.
Our CEO has decades of experience helping iconic brands such as Pennzoil, Corona, Kahlúa, Disney, Nissan, the Rio Hotel & Casino, DreamWorks/SKG and more bring their vision to life. In his experience of helping develop these brands, Ric created a process to hone-in on the most effective brand positioning that will generate results. We call this process UREEL, which is an acronym that stands for Understand, Research, Educate, Experience, and Learn.
For any brand, the first step is always Understanding the landscape, your target market, and any challenges facing your brand. Progressing into our Research phase, we would determine through analysis of competing venues and other cities’ theatre districts, as well as your previous marketing initiatives, what the landscape looks like for San Diego Theatres. As a San Diego-based agency who has worked with several brands located Downtown, as well as having team members who live Downtown, we have experience and knowledge of the unique landscape of the area. Knowing what has worked and what hasn’t has been a crucial step in selecting the correct brand position and tone to differentiate yourself and to evaluate what has resonated with your target audience. In the Educate phase, we will work with you to make sure that the entire InnoVision team working on your account is aware of how everything works, even from an operational standpoint, leading us to make more strategic recommendations and decisions for your brand and its position. If we understand the Experience, we are better able to describe it in a way that is consistent with the brand voice and agreed-upon brand position. Finally, throughout this process, we continue to Learn, and that phase of our strategic planning is never completed. Your target market evolves over time, and so should your brand.
Building upon the information and experience gleaned from our UREEL process, we would collaborate with you to determine the brand’s voice, look, and feel that would be the common thread and foundation for all marketing efforts. Everything from your logo to the text on your website to the uniforms of your team members is a physical representation of your brand, and the creative we develop needs to be consistent with the feeling of all other elements, or it creates a brand disconnect. Whether we decide the approach to the creative should be serious, humorous, refined, fun, or anything under the sun, we will ensure that all mediums and messages consistently reflect that branding across the board. We truly are brand fanatics because we know a great brand is what ensures the long-term success of your organization.