Behavioural brand ideas
Does your brand have no idea?
The One Centre believes people will only loyally buy something from or work for someone they believe in. And for people to believe in you, you have to believe in something and demonstrate this belief through your actions, not just your communications. You need a behaviourally-impacting Brand Idea.
As an innovation focused creative company, we begin any brand development job by identifying and defining your business growth issue and emerging market-growth opportunity to develop a differentiated business positioning.
We then translate that business positioning to differentiated brand beliefs and behaviour to enable you to engage market-opportunities with differentiated brand actions, not just communications.
Yet in this process we seek to create a big idea, or 'Brand Idea', for the business that addresses the business opportunity yet provides an ideological platform, or belief and behaviour structure which dictates all future activities.
Brand Ideas provide the guiding inspiration for everything a business does; they are the connection point between a commercial opportunity and a cause for people to rally to.
We believe human beings are intrinsically ideological; we live for a reason, however illogical, and that our beliefs drive our behaviour. We believe a business needs an ideology and idiom to give its commercial opportunity a cause and culture. We believe a Brand Idea connects your business opportunity with a cause. A Brand Idea engages people behind your cause. And a Brand Idea embodies a clear belief and behaviour structure guiding and inspiring all you do, ensuring business and brand work as one.
More expansive creative business thinking on what constitutes your Brand Idea enables you to more fully capitalise on emerging market-growth opportunities and people to more fully experience and engage with the your brand proposition.
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