We take a 360 degree approach to building a brand and ensure the brand is consistent across all mediums and across all channels.

A brand sits at the core of the business, and as such, at every customer touchpoint (externally and internally). The brand must convey the desired positioning and communicate the key messages clearly to the target audience, in a format that the audience prefer and will understand.

Lumino takes a structured and methodical approach to the development of a brand. There are 4 key steps:

1. Define the brand values

The best brands clearly express a set of defined brand values. These are articulated through a brand values workshop, where the tangible and intangible qualities of the project are identified and framed.

The outcomes from the workshop are then used to guide the creative process for name creation and the choices for the visual identity. Items to be discussed and agreed will include:

• company vision and mission
• desired industry perceptions
• brand values and brand voice
• brand descriptors and brand audience
• key attributes and differentiators
• benefits and strengths

A brand values statement is presented for approval prior to moving to the next stage.

2. Name creation (as needed)

Guided by the Brand Values Statement, we then develop a long list of potential names that express the values and appeal to the target audience.

We believe that owning your brand name is essential. Registering your name as a trademark offers you protection against competitors and prevents other companies using a similar name which can cause confusion in the marketplace.

Spot searches of the Australian trademark register and domain name availability are conducted prior to presentation.

A shortlist of 4-5 names (presumed, but not guaranteed, to be available) is presented for your consideration. Once a preferred name is selected, your trademark attorney must conduct thorough searches and begin the trademark application process, based on the appropriate classes. (35, 39, 40 and 42). (40 covers Electricity generation).

3. Brand identity

Again using the agreed brand values, the name is translated into a visual identity through structured creative techniques. The identity consists of a combination of:

• graphic elements
• colour palette
• typography
• imagery (if developing a symbol based brand)
• positioning statement.

We typically present three options for your visual identity, showing alternatives for the graphic elements, typography and colour palette. The identity options will be applied to one item of collateral to assist visualisation.

4. Brand application through communications

Once the name and visual identity are selected, the process of creating the detailed brand experience begins, with the application of the brand. For a project such as this they would typically include:

• brand guidelines documen
• corporate communications
• website strategy and implementation
• stationery (printed and electronic)
• office signage
• staff uniforms.

Our aim is to achieve a high degree of brand consistency so that the brand experience is the same across all touchpoints to aid recognition and build trust. We work collaboratively with our clients, building our work on your detailed knowledge of the brand and the corporate objectives and ensuring that you are totally happy at each stage before we move onto the next.