We work with brands that use the very FUTURE concept, which allows us to look at the brand as a living organism. By analysing six areas of brand identity, we create a full brand image and determine which of the analysed aspects requires improvement, clarification or complete change of appearance.
A holistic and thoughtful approach to the brand allows it to increase its potential at many levels and ensure optimal development. The universalism of the FUTURE concept allows it to be used in the development of a new brand that is just entering the market, and in the case of brands that have been on the market for years.
Openness, listening to the needs, understanding - these are very basic features of a friendly brand. When analysing this aspect, we focus on factors that create a relationship between the brand and the consumer. For example, communication of brand value, language and tone of communication, as well as product transparency and the nature of its visual narrative.
Becoming universally seen as unique leads to an increase in the commercial impact of the brand. The essence of our assessment is not only the unique visual identification or packaging design, but also the rational and emotional benefits of the brand attributed to the product or service.
A high level of self-awareness, a characteristic development strategy and a systematic approach to branding are the basic features of a thinking brand. When analyzing this aspect of the brand, we take into account its positioning, archetypes, matching the offer to the needs and requirements of the modern consumer as well as consistency and coherence.
The functional brand is proven and intuitive to use. To detect any gaps in this aspect, we are testing the brand. These tests include, inter alia, the ergonomics of the packaging, architecture and navigation of information, any problems associated with the service process and the plan in which the product will be sold, paying special attention to the consumer experience.
A resonating brand is an influential brand with the attributes of a leader and trendsetter. This is a brand that has an impact on the environment. The subject of our interest is the level of brand involvement in the consumer community; whether it has a real impact on shaping product categories, determines the image style for a specific industry and more.
The final element of the FUTURE diagnosis is determining the brand's development potential. It allows us to indicate the current position of the brand compared to our close and distant competitors, as well as answer questions such as portfolio diversification, expanding the consumer base and introducing new means of communication with the recipient.