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Our Branding Framework | Fiona Gobbo Creative
Our Branding Framework | Fiona Gobbo Creative
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Our Branding Framework

At Fiona Gobbo Creative we don’t just create beautiful visuals — we create visuals that are based on goals & get results

We developed a branding framework to build your unique brand identity & build it for success.

 

We keep saying it: just beautiful visuals don’t sell. But you also don’t sell without beautiful visuals. That is why we’ve created this Branding Framework: to visually show how you build a brand and how the different components work together — AND how our services work together to build your brand.

Branding Framework | Fiona Gobbo Creative | Branding framework from brand strategy to create unique brand identities and build the brand

This is how we use our Branding framework…

Branding Framework | Fiona Gobbo Creative | Using brand strategy to (re)build luxury brands

The base of the framework

Brand strategy

The brand strategy is the base on which we build at Fiona Gobbo Creative. Without a strategy there is nothing to build on — especially if you want to achieve something with your luxury brand. It’s the thing we say from the start: we only work from a strategy. Why? Because as a brand you first need to know

 

✴︎ What you stand for

✴︎ Who you want to reach

✴︎ What you do

✴︎ Why you do the things the way only you do

 

With a brand strategy you will get to the core of your brand and what makes it unique. It is not only important but also strong to mention — when you know and acknowledge it, you can make better choices that are relevant to achieving your long term vision.

 

Because this is such an important step for us, we put the brand strategy at the top of the Branding Framework — from here it trickles down to the other elements that make your brand unique.

Branding Framework | Fiona Gobbo Creative | Using brand strategy to (re)build luxury brands

The base of the framework

Brand strategy

The brand strategy is the base on which we build at Fiona Gobbo Creative. Without a strategy there is nothing to build on — especially if you want to achieve something with your luxury brand. It’s the thing we say from the start: we only work from a strategy. Why? Because as a brand you first need to know

 

✴︎ What you stand for

✴︎ Who you want to reach

✴︎ What you do

✴︎ Why you do the things the way only you do

 

With a brand strategy you will get to the core of your brand and what makes it unique. It is not only important but also strong to mention — when you know and acknowledge it, you can make better choices that are relevant to achieving your long term vision.

 

Because this is such an important step for us, we put the brand strategy at the top of the Branding Framework — from here it trickles down to the other elements that make your brand unique.

Strategy & identity combined

Branding

Many people think that branding is only the visual element of a brand. That a corporate identity equals branding. For us, you can only speak of branding when all the elements come together.

 

To refer to the Hermès Birkin bag: All parts and materials need be exactly right before we can say it is a real Birkin — if the two stripes on the key ring are too far apart, it can’t be a real Birkin. Every detail — no matter how small — counts in the entire iconic experience of the Birkin bag.

 

If Hermès had chosen to simply put their bags in their stores so that the customer can take one home right away, their bags would not be as iconic as they are now. Their core value of being truly exclusive is what makes their brand unique and is part of both their strategy and identity.

 

Strong branding only arises when there is a strong strategy that is translated into an identity.

Branding Framework | Luxury Brand Identity: Strategically designing unique branding & corporate identity for luxury brands

Creating the identity

Brand Identity

At Fiona Gobbo Creative, the brand identity is the collective name for all elements that give a personality to the brand and create an image among the target group. This includes the visual identity — a corporate identity including logo, colors, typography, etc. — and the non-visual identity — the atmosphere, personality, tone of voice, etc.

 

By combining these elements, a unique identity is created that can help the (potential) customer identify with and get a feel for the brand — an opinion is created that creates the image of the brand.

 

All identity elements are based on the strategy, because you want to create a positive image among the target group. So before you can even develop an identity at all, you must first know what you stand for, who you want to reach, what you do and why you do things the way you do on your own. Only then can the right choices be made in the brand identity development process.

Branding Framework | Luxury Brand Identity: Strategically designing unique branding & corporate identity for luxury brands

Creating the identity

Brand Identity

At Fiona Gobbo Creative, the brand identity is the collective name for all elements that give a personality to the brand and create an image among the target group. This includes the visual identity — a corporate identity including logo, colors, typography, etc. — and the non-visual identity — the atmosphere, personality, tone of voice, etc.

 

By combining these elements, a unique identity is created that can help the (potential) customer identify with and get a feel for the brand — an opinion is created that creates the image of the brand.

 

All identity elements are based on the strategy, because you want to create a positive image among the target group. So before you can even develop an identity at all, you must first know what you stand for, who you want to reach, what you do and why you do things the way you do on your own. Only then can the right choices be made in the brand identity development process.

Using design & communication to build

Creatives

Brand identity and brand building are at the same height in the Branding Framework because they go hand in hand: the experience is enhanced through recognition in communication and design. Every brand touch point the customer comes in contact with must match the identity of the brand — language, feel, visual identification markers.

 

In addition to the sought-after designer bags from Hermès, another form of recognition is the packaging in which the bag in question comes: the bright orange box with the logo printed in black. A bright orange box in a walk-in closet will immediately evoke “Hermès” to most luxury fans AND associations about not only the brand but also the person whose walk-in closet it is. And all because the box has the bright orange color.

 

But it is not just product packaging. It could also be the communication and user experience on a website for example. The customer must get exactly the same experience that they are used to offline. A poster or billboard must be placed in the right place and communicate the right message. Social media posts should underline the essence of the brand. Whatever medium or type of content you use, it must ensure recognition.

Branding Framework | Brand Building: strategically using the customer journey and brand touch points wheel to (re)build luxury brands

Building your brand

Brand Building

You create your brand with a brand strategy and identity. With brand building, you build the brand so that it can grow — in awareness, financial resources or size. In other words: it is the promotional phase in which your target group comes into contact with your brand and experiences it.

 

Brand identity and brand building are on the same level because this can only be started when the brand strategy is in place. In addition, it refers to our services: whether you purchase a Strategic Brand Refresh, Strategic Brand Design or Strategic Brand Building services, we always start with the brand strategy.

Branding Framework | Brand Building: strategically using the customer journey and brand touch points wheel to (re)build luxury brands

Building your brand

Brand Building

You create your brand with a brand strategy and identity. With brand building, you build the brand so that it can grow — in awareness, financial resources or size. In other words: it is the promotional phase in which your target group comes into contact with your brand and experiences it.

 

Brand identity and brand building are on the same level because this can only be started when the brand strategy is in place. In addition, it refers to our services: whether you purchase a Strategic Brand Refresh, Strategic Brand Design or Strategic Brand Building services, we always start with the brand strategy.

The essentials to build

Brand essence & pillars

This is the content of the message you want to communicate in the brand building process, campaigns and content. When you come into contact with your ideal customer, it must be immediately clear to them what you stand for and what you offer them.

 

Heres another Hermès example to explain: Getting your hands on a Birkin or other coveted bag from the brand takes you through a whole process (allegedly — experiences differ) —for some stores you have to wait in a queue or sign up online to make an appointment. You will then be assigned a time and date when you can return to the store.

 

At the appointment itself, you are at the hands of a sales representative in the store and the stock they have. It is even said that they also look at your purchase history at Hermès whether you already have a connection with the brand. This then increases your chances of obtaining a bag. Again, allegedly — experiences differ — but it does add to the value of the brand.

 

To the average person, this probably sounds like nonsense for a leather bag. For the luxury lover, this sounds like the ultimate form of exclusivity.

 

And this is exactly where brand strategy and brand building come together: Hermès knows who their customer is, knows what their customers are capable of and the experience they are looking for. Sure there are plenty of Birkin bag owners who don’t feel like going through the process and pay more money for a second-hand one — on average you can resell a Birkin for three times as much. But it comes down to the same thing: both customers want exclusivity.

 

Your essence and core values ​​are important to shape the brand experience. Or in the case of Hermès, the lack of communication — makes it just that little bit more exclusive to be in the know.

…and turn it into your brand & brand experience.

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