Paul, the beginning of the project focused around creating a clear understanding of your business. Did you have any preconceived ideas for what the brand workshop and strategy stage would give you?
No, I wasn't sure what to expect, but I thought the process was well constructed and focussed with structured exercises and leading questions.
Would you say you gained more, or less from the strategy workshop and brand strategy activity than what you expected?
A lot more. I think the branding strategy made us think harder about what we do, how we do it and why. It helped us to articulate this better. And we actively use the content from the branding strategy and are looking at ways to further reinforce the message. All our media has changed, drawings, documents, reports, emails, website etc...
Do you feel the brand strategy process has had an impact on the outcome of the Katz re-branding project?
Yes, the brand positioning we arrived at has shaped the final designs, not literally and not that anyone would be able to pick it perhaps (but that is not important). It has helped create a story to why our brand looks the way it does.
Would you also say the brand strategy process has helped you gain greater clarity with regards to your ideal clients' needs and expectations?
While this is something I had already started work on, the process did definitely reinforce outcomes and provide other leads. I also think the client surveys FOR Studio undertook were very worthwhile as they really highlighted particular issues to those groups.