Strategic Brand Refresh | Fiona Gobbo Creative | Evolving your heritage luxury brand
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Strategic Brand Refresh

Rediscovering the Uniqueness of your luxury BRAND

Have you been in business for a while now and do you want to steer into a new direction? Or do you feel like your brand strategy and brand identity do not match where your brand is headed? It sounds like it is time to rebrand your luxury brand.

We are living in a world that changes by the minute — nature, technology, people, our lifestyles. But always grow from those changes — we appreciate what we have more, we fight for the things we care about, we have the best technological advancements right in the palm of our hands. That changes peoples behavior. So why isn’t your luxury brand also changing?

 

Sure you have probably heard all the advices from the experts: stay consistent with your branding. However, that doesn’t mean ‘stay the same’ — you need to change in order to grow.

For us, Branding is a living process — you need to evolve.

What we mean by living process is that you will get new insights, trends will start the emerge and your ideal clients life could be impacted that has a huge impact on their behavior. All these factors play a huge part in how your brand operates. Which means it has a huge impact on your strategy and branding.

 

However, that doesn’t mean you have to reinvent your brand — it just means you need to make a couple of changes to reflect the soul of your brand. Even if your luxury brand prides itself in being a heritage brand you can still make changes to become more modern without losing the history you have build. It’s not about changing the core purpose — it’s about making changes so you can go on to live by that purpose.

Creating an unique luxury brand identity with the Strategic Brand Refresh | Fiona Gobbo Creative | Updating your current brand identity

The Strategic Brand Refresh will help you to:

 

✴︎ Evolve so the brand can grow — we will look at where your brand is now and where it wants to go.

 

✴︎ Find the gaps that are keeping your luxury brand stagnant — we will optimize your strategy and define what needs to be done in order for your high-end brand to get to the next level.

 

✴︎ Make small tweaks to your brand identity to give it a modern look without losing sight of the core of the luxury brand.

 

✴︎ Identity what is holding you and your team back so you can feel empowered again by your strategy.

Creating an unique luxury brand identity with the Strategic Brand Refresh | Fiona Gobbo Creative | Updating your current brand identity

The Strategic Brand Refresh will help you to:

 

✴︎ Evolve so the brand can grow — we will look at where your brand is now and where it wants to go.

 

✴︎ Find the gaps that are keeping your luxury brand stagnant — we will optimize your strategy and define what needs to be done in order for your high-end brand to get to the next level.

 

✴︎ Make small tweaks to your brand identity to give it a modern look without losing sight of the core of the luxury brand.

 

✴︎ Identity what is holding you and your team back so you can feel empowered again by your strategy.

Why you would want to book the strategic brand refresh instead of the Strategic Brand Design:

✴︎ You don’t need a complete overhaul of your luxury brand but a couple of small tweaks to get it back on track — the Strategic Brand Design is for brands that are either starting or want to start over. The Strategic Brand Refresh is for established brands that want to move forward and already have a base to work from.

 

✴︎ You and your team have decided to take a new approach to your brand purpose instead of a complete new direction. With the Strategic Brand Refresh we will only look at the missing gaps that needs be filled. With the Strategic Brand Design we start from scratch and work towards creating a whole new strategy and branding.

 

If you want to do a rebranding we suggest booking the Strategic Brand Design service. Don’t know if you need a rebranding or brand refresh? Check out this article.

Brand Refresh Process

This is how we will give your brand an updated look & fill in the gaps for growth

Creating an unique luxury brand identity with the Strategic Brand Refresh | Fiona Gobbo Creative | Updating your current brand identity

Step 1: explore & discover

GAP-analysis

Get clarity on opportunities to grow

 

First we create a GAP-analysis — we will look at where your brand is right now and where you want to go. We will look at your current image among your customers and the ideal image you want to create for your luxury brand.

 

Once we’ve created the GAP-analysis, you and your team will get an advice on what needs to change in order to achieve that ideal image. This includes a concept board for your update branding and a list of actions.

 

If it turns out you will need a full rebranding, we will switch to the Strategic Brand Design service. Check this article to understand what the difference is between a brand refresh and rebranding.

 

✴︎ GAP-analysis

✴︎ Brand refresh advice & plan of action

Strategic Brand Refresh | Fiona Gobbo Creative | Rediscovering the uniqueness of luxury brands

Step 2: Fill in the gap

Brand Refresh

Updating your existing branding

 

During the brand refresh we will take your existing brand identity and tweak as communicated on the concept board. In this phase we will need the editable files of your current branding.

 

When we are done, you will end up with:

 

✴︎ Optimized brand personality and tone of voice

✴︎ Optimized visual identity including your logo

✴︎ Brand style sheet

✴︎ All designs* & materials* you can use digitally and for print

 

* Check the terms & conditions on what you’ll get. Source files are not included (unless it is discussed otherwise).

Step 3: Extra designs

Collateral materials

The branding materials to refresh your brand with

 

Included in the SBR are these collateral materials:

 

✴︎ Custom business cards

✴︎ Social media banners & logo profile image

 

You can book extra:

 

✴︎ Website design

✴︎ Ebook design

✴︎ Social media templates

✴︎ Stories templates

✴︎ Highlight covers

✴︎ Printed and digital flyer design

✴︎ Poster design

✴︎ Label or sticker design

✴︎ Custom printed or digital designs

 

Can’t find what you are looking for? You can add the collateral material in the last box of the booking form and we can see what we can do for you and your team.

Creating an unique luxury brand identity with the Strategic Brand Refresh | Fiona Gobbo Creative | Updating your current brand identity

The next level

Brand building

Extra content and marketing materials you can add

 

Want to start building your luxury brand with your updated look and feel? The Strategic Brand Building service might be the better option for your brand. You can choose the materials of your personal pattern to build a brand experience unique for your luxury brand.

 

What you’ll get:

 

✴︎ Brand touch point plan based on customer journey

✴︎ Brand strategy & rebranding or new brand identity

✴︎ Building blocks (content & marketing)

☜ SWIPE LEFT ☜

To see all the services

Creating an unique luxury brand identity with the Strategic Brand Refresh | Fiona Gobbo Creative | Updating your current brand identity

Step 1: explore & discover

GAP-analysis

Get clarity on opportunities to grow

 

First we create a GAP-analysis — we will look at where your brand is right now and where you want to go. We will look at your current image among your customers and the ideal image you want to create for your luxury brand.

 

Once we’ve created the GAP-analysis, you and your team will get an advice on what needs to change in order to achieve that ideal image. This includes a concept board for your update branding and a list of actions.

 

If it turns out you will need a full rebranding, we will switch to the Strategic Brand Design service. Check this article to understand what the difference is between a brand refresh and rebranding.

 

✴︎ GAP-analysis

✴︎ Brand refresh advice & plan of action

Strategic Brand Refresh | Fiona Gobbo Creative | Rediscovering the uniqueness of luxury brands

Step 2: Fill in the gap

Brand Refresh

Updating your existing branding

 

During the brand refresh we will take your existing brand identity and tweak as communicated on the concept board. In this phase we will need the editable files of your current branding.

 

When we are done, you will end up with:

 

✴︎ Optimized brand personality and tone of voice

✴︎ Optimized visual identity including your logo

✴︎ Brand style sheet

✴︎ All designs* & materials* you can use digitally and for print

 

* Check the terms & conditions on what you’ll get. Source files are not included (unless it is discussed otherwise).

Step 3: Extra designs

Collateral materials

The branding materials to refresh your brand with

 

Included in the SBR are these collateral materials:

 

✴︎ Custom business cards

✴︎ Social media banners & logo profile image

 

You can book extra:

 

✴︎ Website design

✴︎ Ebook design

✴︎ Social media templates

✴︎ Stories templates

✴︎ Highlight covers

✴︎ Printed and digital flyer design

✴︎ Poster design

✴︎ Label or sticker design

✴︎ Custom printed or digital designs

 

Can’t find what you are looking for? You can add the collateral material in the last box of the booking form and we can see what we can do for you and your team.

Creating an unique luxury brand identity with the Strategic Brand Refresh | Fiona Gobbo Creative | Updating your current brand identity

The next level

Brand building

Extra content and marketing materials you can add

 

Want to start building your luxury brand with your updated look and feel? The Strategic Brand Building service might be the better option for your brand. You can choose the materials of your personal pattern to build a brand experience unique for your luxury brand.

 

What you’ll get:

 

✴︎ Brand touch point plan based on customer journey

✴︎ Brand strategy & rebranding or new brand identity

✴︎ Building blocks (content & marketing)

Strategic Brand Refresh | Fiona Gobbo Creative | Rediscovering the uniqueness of luxury brands

About Fiona Gobbo Creative

“Heritage is important to us but so is creating a sustainable brand that evolves with the times.” — Fiona Gobbo

At Fiona Gobbo Creative we believe in the uniqueness of the brands that we work with. We want to help them sustain that uniqueness and use our collective analytical mind to help evolve and strengthen it.

 

We are not a quick fix branding agency. That’s why we love doing these brand refreshes — it helps rebuild brands to last and follow their core purpose. That’s why quality is important to us: we are aiming for long-lasting results that improve the quality of life for our clients and bring quality into the lives of their clients. Building quality relationships. Delivering quality work and service. Achieving quality goals. We are in it for the long term.

Strategic Brand Refresh | Fiona Gobbo Creative | Rediscovering the uniqueness of luxury brands

About Fiona Gobbo Creative

“Heritage is important to us but so is creating a sustainable brand that evolves with the times.” — Fiona Gobbo

At Fiona Gobbo Creative we believe in the uniqueness of the brands that we work with. We want to help them sustain that uniqueness and use our collective analytical mind to help evolve and strengthen it.

 

We are not a quick fix branding agency. That’s why we love doing these brand refreshes — it helps rebuild brands to last and follow their core purpose. That’s why quality is important to us: we are aiming for long-lasting results that improve the quality of life for our clients and bring quality into the lives of their clients. Building quality relationships. Delivering quality work and service. Achieving quality goals. We are in it for the long term.

Reasons why clients worked with us for their brand refresh:

✴︎ Our design style — luxurious, sleek and a touch of femininity. The clients that went for a Strategic Brand Refresh or rebranding chose us because we had the style that matched with their vision.

 

✴︎ We have a personal approach, think along with the client to find the best fit and create the results that they are looking for.

 

✴︎ There is a lot of in-house knowledge — from branding to marketing, we know our stuff to get results.

Ready to refresh your luxury brand? 

Invest in your new image & altered branding with the Strategic Brand Refresh service and:

✴︎ Evolve so the brand can grow — we will look at where your brand is now and where it wants to go.

 

✴︎ Find the gaps that are keeping your luxury brand stagnant — we will optimize your strategy and define what needs to be done in order for your high-end brand to get to the next level.

 

✴︎ Make small tweaks to your brand identity to give it a modern look without losing sight of the core of the luxury brand.

 

✴︎ Identify what is holding you and your team back so you can feel empowered again by your strategy.

And get:

✴︎ A GAP-analysis followed by a concept board for the updated branding and list of actions to take.

 

✴︎ An updated brand identity with two collateral materials.

 

✴︎ A Brand that embodies the heritage you have already build but is ready for the future.

 

✴︎ All the designs* and materials* plus an additional e-book with tips & tricks to elevate your brand.

 

* Check the terms & conditions on what you’ll get. Source files are not included (unless it is discussed otherwise).

Ready to launch your luxury brand? Fill in the form:

All the rational facts to know

All the details on the SBR service

We are here to help but sometimes the answers are already answered. Don’t see your question? Use the contact form to share your question with us and we’ll get back to you within in two business days.

WHAT YOU DO GET & WHAT YOU DO NOT GET WITH THE SBR

What you do get:

✴︎ GAP analysis — we will look at where your brand is at the moment and where you want to be. The gap in-between the two will be the base for the plan of action. The GAP analysis will be put together in the form of 1:1-meetings and a follow-up advice.

 

✴︎ Updating your existing branding — based on the new direction you and your team want to go into we will refresh your current branding. If you want a whole new brand identity, you need to book Strategic Brand Design.

 

✴︎ Brand style sheet — this is is your style guide (how to use your visual branding correctly).

 

✴︎ Business cards & social media banners & logo profile image— These are the standard collateral materials you get included in the SBR. You have the option to book extra collateral materials for your brand.

 

✴︎ Expert advice & 1:1-meetings (virtual for the time being) — Throughout the whole process you will work together 1:1 with Fiona Gobbo, founder but also brand strategist & designer at Fiona Gobbo Creative and expert on (luxury) branding.

 

What you don’t get:

✴︎ Copyright: this is standard for designs, the copyright will be held by Fiona Gobbo Creative. What you do get is a license to use the branding for your brand but you can’t adjust or sell the designs (for a takeover or merger for example). However, if needed or wanted, you can buy the copyright.

 

✴︎ Source files: the source files are the files in which the design can be adjusted. The same applies as with the copyright: if needed or wanted, you can buy the source files.

 

✴︎ Endless adjustments or no commitment — We have a set amount of adjustments per phase in the process and we have a timeline with milestones & deadlines. You are outsourcing the project to us, but we also expect you to stick to the agreements in the timeline — just as much as you expect us to keep our deadlines. Of course these are discussed and agreed upon in advance. In the end, is a collaboration between us and you, your team and your brand.

DO YOU OFFER ANY REBRANDING SERVICES?

 

Yes, the Strategic Brand Design. This service is aimed at brands that are established and want to rebrand as well as luxury or high end brands who are just starting out. The only thing that would look differently in the process is that the brand strategy will be focused on a GAP analysis instead of a new brand strategy. It is still possible to start over fresh but mostly with a rebranding you look at the current situation and where you want to take your brand.

IS A WEBSITE INCLUDED?

A website is not included in the price but can be booked alongside the SBR service. For websites I work together with a website developer but contact will run through Fiona Gobbo.

HOW MANY ADJUSTMENT ROUNDS DO I GET?

Per phase you will get two adjustment rounds. In our timeline you will find the exact amount.

 

Need more adjustments rounds? We have a set fee per hour that we charge per extra adjustment round.

THE PRICE OF THE SBR

If you want a price indication, you can use the form here and click on ‘price or more information’ and send a request.

 

In case you are wondering why the price isn’t mentioned on the website: For us it is more important that someone wants to work with us. We do understand that price is a big consideration when looking for a brand designer or strategist but in our own experience ‘wanting to work with us’ weighs more in the process than the price. Our advice is always to be strategic about it — you need to put in what you want to make because money attracts money. If you want the luxury experience, you have to spend luxury money.

 

Our prices are therefore based on:

✴︎ Our design skills

✴︎ Licensing fees

✴︎ 1:1 meetings & expert advice

✴︎ Value we deliver so you can grow

 

It isn’t simply based on how much time something costs but on the value you get in return.

 

CAN I PAY IN TERMS?

Yes and no — confusing right? Let us explain.

 

You will pay 50% before we start te project. This is your deposit. We ask this to cover expenses related to the project and this way we know that you are motivated to work with us and put in the work. After the GAP analysis we will send our second invoice of 25% and after the whole project is done we will send a final invoice for the remaining 25%. 

 

When all the invoices are paid, you will get all the files. This is custom for all our services at Fiona Gobbo Creative.

 

HOW LONG DOES THE SBR TAKE?

In our experience, a full Strategic Brand Refresh takes about 2-6 weeks. It is usually the analysis part that is time consuming. Which isn’t really unusual because it is the base of your luxury brand — it is where you make choices that have effect on all your efforts to grow your brand. And also the reason why it is at the top of our Branding Framework.

 

If you work with us on a SBR we will share and discuss our timeline with milestones and deadlines — for both you and your team as well as for us. It is important to us that the whole process runs smoothly and that we can deliver the end results on time.

 

WHAT OTHER SERVICES DO YOU OFFER?

✴︎ Strategic Brand Design service — a unique combination of a brand strategy with a course component that flows into a brand identity. Check out the service page for more information & details.

 

✴︎ Strategic Rebranding service — a service for high-end, luxury brand that are already established or want to polish their brand. It is a combination of a GAP-analysis and finetuning of your existing branding.

 

✴︎ Strategic Brand Building service — for the luxury brand who wants to create their strategy & branding but also wants to start building their brand through different channels. Check out the service page for all the building blocks to choose from.

 

✴︎ Strategic Creative Direction service — Do you want to hire us for a one-off project like a product launch or cross-medial campaign? Get in touch to discuss options.

 

I’M NOT A LUXURY BRAND. CAN WE STILL WORK TOGETHER?

For us luxury is a pretty broad branche — you could be the next Hermès but you could also be a small business like a boutique or coffee shop. For us it is mostly important that you are a brand that wants to add something of quality to the world, you love our design style & are ready to commit to the project.

 

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