The Bigger Picture

‘The bigger picture’ is Mobas’ unique way of looking at, and working with, brands.

We help brands to grow, flourish and stay relevant through day-to-day communication. Whether we’re creating a new brand for a product, identifying a strategy to extend your brand portfolio or rebranding a whole organisation, we understand the fundamental elements that shape and impact your brand. And we have the experience to shape and develop real cultural change.

Powerful brands are developed and honed over time. Our approach is to join you for the journey. The ‘bigger picture’ has been developed as a result of merging left-brain creative types with right-brain strategists to create a unique approach to looking at brands. Strategy + creativity = brand bliss.

Understand - Brand Research

Our bespoke fact-finding process to understand what’s going on in your industry and where/how your brand fits – what are the trends, what is the competitive environment, what  insights can we draw, what is your customers’ purchase and experiential journey and where does the client touch the brand? What do your customers think and what makes them tick?

How do we do it?

Industry and trend research

Through quant and qual research, we ensure we get under the skin of the industry you’re in.

Brand audit

A 360° review of your brand, using brand analysis tools designed to uncover the internal and external perceptions of your brand, how your brand performs against the brand scorecard, and identify brand gaps.

Brand workshops

We’ll work with you to define, plan and deliver compelling brand workshops – designed to engage key stakeholders in evaluating the brand, industry landscape and challenges.

Competitor analysis

Delving into the competitor landscape and analysing how existing and potential challenging brands impact on your space. What are your competitors saying? What opportunities are out there?

Focus groups

Focus groups designed to gauge real needs and perceptions of your brands from your target market. After all, it’s the customer’s perception of the brand that matters.

Reporting

Professional, detailed and compelling reporting of your brand and industry – tailored to your internal requirements and objectives, but created to be honest and inspiring.

Define – Brand Strategy

Working with you to define clear and relevant propositions for your corporate or product brand and creating a vision for the future of the brand. We’ll handhold you through the process, ensuring we gain buy-in from your internal stakeholders through workshops and insight sessions. The result will be a strategy to create new customer perceptions about your brand.

Creative brand workshops and focus groups

Workshops enable stakeholders of a brand to shed the everyday demands on time, and escape to a creative and inspiring venue to really ‘think’ about the brand and task at hand. Workshops can be small or large, depending on the size of your organisation. The workshops will be designed specifically for your organisation, ensuring that the outcomes meet objectives set out at the beginning of the process. Workshops facilitated by Mobas are designed to analyse and define a 360° vision of the brand.

Defining brand proposition

Usually following a workshop, or period of brand/industry research, Mobas will propose compelling and relevant propositions for your brand. We don’t jump into logos and visual identities until the proposition is rationalised, interrogated and refined. The strongest brands are the ones with the clearest, and most relevant, proposition.

NPD

When developing a new product/product brand, Mobas will work intrinsically with internal marketing and operational teams to develop compelling and insightful new product propositions.

The ‘big idea’

Using the brand proposition as a starting point, we’ll work with you to develop the ‘vision’ and the brand’s ‘big idea’. The brand ‘vision’ will shape the direction and ambition of the brand.

It’s crucial that all stakeholders fully understand where the brand is heading and what the objectives are. All of this, is then distilled down into the brand’s ‘big idea’: the one unique and compelling thing that creates the emotional and rational connection with the customer.

Brand key

Mobas will develop and present the DNA of the brand using a ‘brand key’. The brand key proposes rational and emotional reasoning for the brand = audience engagement.

Brand architecture

Defining the structure and architecture of the brand. If a corporate brand, how do different divisions and departments fit it? If a product or service brand, how do the brands fit into, or create, a brand portfolio? What attributes are assigned to each brand?

Working with

Create – Brand Design

Creation of visual identities and communication platforms for your brand, with full understanding of channels, languages and messaging.

Brand creation

Creation of the visual expression of your brand, including core elements – logo, fonts, colour palette, imagery, photography style, tone of voice and messaging – everything that creates the visual expression of your brand.

Naming

Development of brand, organisation and product names with UK, pan-Euro or international industries, fully rationalised and checked for availability, URL or trademarking.

Visual ID, codes and guidelines

Development of brand guidelines and codes to ensure ongoing consistency and quality of the brand.

Brand launches

Development of launch programmes for corporate and product brand. After all the hard work is done – time to shout about it!

Behaviour and operational change

Working with marketing, operations and HR departments, development of branded service cultures and operating procedures designed to give on-brand customer experiences.

Evolve – Brand - Live!

How we describe the ongoing experience of working with your brand. We’re brand ambassadors, but also chameleons that become part of your marketing and operational teams to develop and lead your brand long-term. Your dedicated account team will inspire and challenge your brand ensuring its future long-term!

On-brand design

Ongoing creative communication, designed to fulfil project briefs and deliver long-term consistency for your brand. We live and breathe your brand so that every job hits the mark first time.

Review and measurement

Mobas-initiated reviews and measurement of brand and creative success – ensuring messages and communication are on-strategy.