Identity groundwork

Does what you promise match what customers experience?

Together we show, recognisably, who you are, what you offer and what you have to say.

Need.Promise.Experience.Proof.

A new website, campaign or house style often starts on the outside. But what you project only works when it matches who you are. Your image is a reflection of your identity: the more clearly you express it, the better the two coincide.

Why

Identity first.

That is why we start with a short groundwork phase. Brief, focused and together with your team.

What it delivers

  • Need.

    A sharp picture of your audience and what they are really looking for.

  • Promise.

    A brand promise that stands out and is carried internally.

  • Experience.

    Insight into how customers experience you now, and where it chafes.

  • Proof.

    An overview of the proof you already have, and what is still missing.

Internal · core values

What are core values?

Core values are deeply rooted beliefs that filter how we see and judge ourselves and others.

You choose them deliberately. So core values are not buzzwords or slogans. They express what you truly find important, even under pressure or in times of change.

Qualities

How?

What you are good at and how you do things.

Core values

Why?

Why you do things.

Work and behaviour align

Energy.Focus.Fulfilment.

Corporate identity mix

Identity and image.

Diagram: behaviour, communication and design, with personality at the centre, together form the identity; outsiders see it as the image. behaviour communication design personality identity image
Behaviour
How you act. How you treat customers and employees, how your work gets done.
Communication
How you speak. The tone of your website, your quotes, your phone calls.
Design
How you look. Logo, colours, typefaces, imagery and everything that carries your name.

Image

How outsiders see you. A true reflection of your identity, when all three express the same personality.

How we work

How it goes.

  1. Explore.

    Conversations with management, employees and customers. We map what is going on, inside and outside.

  2. Recognise.

    In a working session we discover together which core values already live in the organisation.

  3. Formulate.

    Audience, need and promise sharply on paper. Tested against what you can deliver.

  4. Record.

    Everything comes together in your compass: the common thread for what follows.

What do you promise, and can you deliver it every day?

Positioning formula

For [audience] who [need], [organisation] offers [benefit], because [proof].

Distinctive.
Why does a customer choose you and not the competitor?
Deliverable.
Does the promise fit what the organisation can and wants to do today?

The common thread

Your compass.

The groundwork ends with a completed compass. It is the briefing for everything that follows: website, campaign or house style. That way we build not on assumptions, but on who you are.

Plan an exploration

Your compass.

  • Our audience
  • Their need
  • Our promise
  • How customers experience us
  • Our proof
  • Our core values and behaviour