The creative wildcard

What is it about your brand that brings delight to those who touch it? It could be a physical object, a visual icon . . .

Your brand gift could be the very essence of what you are offering or it could be more elusive to uncover. This intangible wild card will plant you securely in the hearts and minds of your audiences in an irrational and sometimes truly magical way.

We come from an advertising background so it’s not surprising that we use all of our creative intuition to help uncover that hidden gem.

As dungaree manufacturers the client has a simple philosophy ‘everything you do as a business affects the way customers see you’. The key points are his product and his people. After all he’s a bib and braces company and wants to remain true to its roots. His approach to the product is simple. He sources the best materials he can find and stays firmly committed to this philosophy.

Red Dog was commissioned to develop a brand strategy and after a series of workshops we jointly arrived at the brand essence, that unique and single minded proposition which would control every aspect of their approach to the business.

This was summed up in one simple statement; ‘Starting with a really good product, from design, through to sourcing, manufacture and fulfilment; one product across a range of sizes that would accommodate everyone, young, old, large or small. It had to be durable, authentic and built for purpose’.

But the most difficult part of the process would be how to communicate this proposition consistently across every touch point to all these audiences. The client wanted a name that suggested strength, built for purpose but also something distinctive and different from the competition and of course that would help tell his story.
The name he chose was ‘HUSKIES’ but fortuitously the copyright had already been taken. So the name was changed to ‘USKEES’ and became his trademark. In this case the creative wildcard lay within the name which turned out to be a delightful find – a true serendipity. We call it your ‘brand gift’. ‘SEEKUS’!
So if you want us to help uncover your hidden gem give Mike a call on 07856663749 or visit our website at Brand Red Dog.