The Square Route is our unique set of three branding pillars, which we’ve defined to build desire, relationships and loyalty through every moment of engagement. Here we take a look at the first pillar – Building Desire...
Position
It’s about creating a clear and unique image in
the minds of customers. It answers the question:
“Why should I buy from you?”
DNA
Just like human beings no two brands have the same
DNA. Your distinctive properties are: origins, heritage
and culture.
Individual
By listening to your customers’ and seeing them as
individuals you can meet their individual expectations
and start building lasting relationships.
Expression
Personality is first experienced through expression
and tonality. Details matter. Find a consistent, unified
tone of voice.
Emotion
Reach them through the head and heart. Desire is
created on the terms of the customer; your expression
and tonality must match their values, tastes
and preferences.
Content
Content on your customers’ terms. Your customers’
will tell you what they’d like to know and how they’d
prefer to interact with you. Ask them and then
act accordingly.
Colour
Colour is emotion and has a deep impact on people.
Choose a colour system that is a combination of lively
accent colours and understated base colours. Your
brand identity should include these elements.
Visuals
To create a dynamic effect use scale and perspective,
unusual angles with sharp contrasts. This is where
you change a want into a need.
Frequency
And repeat. For some people desire grows over time
and is earned.
Evolve
Each of these elements must be continually refined
and updated within the framework of your visual
identity, verbal identity and CRM principles
