From “Strategy” To Brand Strategy

Abstract

Companies often encounter the challenge of trying to define exactly what it is that they do, what service they offer and how. Studio Dumbar, a design agency specialising in visual identity design, offline and online, faces such a challenge with its “strategy” service, additionally wishing to make it more transferable and less exclusively linked to one individual. The assignment was to design a solution (framework(s) and corresponding narrative(s)) illustrating the strategic opportunity for the future process, role and value of “strategy” at Studio Dumbar and, in this way, clarifying “strategy” as a service, making it clear, explainable and sellable. After extensive research into the external context (academic literature and professional expert opinion) and internal research into Studio Dumbar itself and how “strategy” is interpreted there (through observation, interviews and case study research), “strategy” at Studio Dumbar can be better described as brand strategy, and more specifically: the derivation of a brand’s positioning as strategic driver for a brand and its visual identity. At present, Studio Dumbar’s brand strategy finds itself at the start of visual identity design trajectories. The current brand strategy process consists of five main steps: new business, desk research, interviews, workshop, deliverables. It serves two roles: 1. It is a phase that gives direction for the design process of a visual identity, and 2. It is a service offered by Studio Dumbar and provides overarching advice for the brand. It currently has the following value for these stakeholders: for designers at Studio Dumbar it gives direction and a feeling of the company, for project managers at Studio Dumbar it keeps the project and team on track and creates synergy, for (prospective) clients of Studio Dumbar it gives them perspective, overarching advice and direction.

ADVICE: After analysing the options for the future of brands strategy at Studio Dumbar, they are advised to strengthen the current process, role and value of Studio Dumbar, through adopting the 5 Suit Method, which was designed to illustrate this possible future. The 5 Suit Method is a growing and adapting set of cards that define the steps, techniques and tools that can be used in the brand strategy process at Studio Dumbar. The cards include tips, possible tools to use and mind-sets to apply to individual steps. It illuminates the process, making it transferrable and strengthens it through the addition of a more structured desk research phase, other additions or variations. It therefore shows a dynamic way of working that is structured, whilst leaving room for a personal approach. In addition, making the service team-based is advised. Employing a (junior) brand strategist will vastly increase the speed at which transferability, and the mentality that goes with it, is achieved. Exploring the opportunities across Dept, a digital agency of which Studio Dumbar is part, should be embraced from the start of brand strategy projects, to broaden the possible outcomes for clients. More project management of brand strategy projects will make this possible and help maintain a transferable process. The main next steps for Studio Dumbar are to employ a (junior) brand strategist, finalise the contents of the method, redesign it visually and digitally and then launch it.