Creative Development Process for Agency
03-1014796-823

Brands for Life™
Every marketing company has a different definition of a brand audit. We
are looking for both an internal and external audit. Please provide an
outline of your process. Our goal is to define what we currently are
and what we want to be over the next five years. Furthermore, The
Homestead seeks to establish brand standards to be used both internally
and externally.

Our Brands For Life™ Process
Brands For Life™ is a creative and strategic development process which
enables us to clearly define our clients’ objectives in a manner
consistent with a brand’s reality. The basic premise of our brand
philosophy is that every brand has two components: the rational
core–what the brand stands for, and the emotional wrapping of the
brand–how it feels. When the true soul of a brand is optimized, a
clear, rational message can be defined and creatively delivered in a
way that truly connects and motivates consumers, thus delivering
unparalleled results.

We employ a multi-phase process that allows for a constant flow of
information, insight and dialogue between us, the client and
consumers. These phases include:

Phase one: discovery
A total immersion into the client’s business to allow a constant flow
of information between us and the client.

Phase two: insight
An approach to consumer research that is based on simplicity, common
sense and creativity that allows us to gain access to consumers’ hearts
and minds in order to connect and develop a relationship with them.

Phase three: brand positioning
Uniquely position the client’s product or service in the mind of the
consumer.

Phase four: creative platform
Development of a creative platform from which all marketing and
advertising can emerge.

Phase 5: infusion
All execution to emerge from the creative platform to form an extension
of the client’s brand.

Brand audits
Our branding philosophy and process seems to set us apart from other
agencies. It helps us to audit and identify the most effective and
powerful advertising solutions for our clients. And, once discovered,
the brand serves to guide our clients in all phases of their product
creation, program development, and overall marketing activities. In
addition, we have found that many clients use the discovered brand
identity to create renewed internal commitment and heightened employee
morale.

Ultimately, we believe the soul of every brand is comprised of three
components:

First: there is the product. And with that product comes certain
realities. A destination must be able to deliver on what they promise
so we try and understand the challenges and opportunities that surround
their product.

Secondly: we consider consumer aspirations. What is it that consumers,
or in this case travelers, are looking for when they choose a
destination? What emotional needs can be met by connecting a traveler
to The Homestead experience?

Finally: the experience. What are we promising travelers they will find
when they visit The Homestead? The experience includes the way the
destination makes you feel. The way you are greeted when you enter the
airport. The cab driver. The restaurant. The attractions. The front
desk clerk when you check in. And what aspects of this experience
really define the brand.

Brand platform
To establish the brand standards to be used both internally and
externally, we rely on insight from our Brands for Life process.