Brand Creation – The Perfect Mix from Vision to Launch

Creating a brand from scratch is both exciting and awesome. On the one hand, you’re presented with a blank creative canvas on which to define the brand and explore fresh approaches and ideas; on the other hand, you’re tasked with positioning the brand so that it stands out from its competitors and thrives with a unique proposition in a crowded market. Throughout our history, Chase have consistently embraced this challenge with enthusiasm and zest.?

When Labatt Brewing Company approached us with a vision for a ready-to-drink gin cocktail, we seized the opportunity. Our partnership with the Labatt team delivered a captivating identity with a distinctive name, aesthetic, and character tailored for a fresh consumer set.

The result was Tail Spin, a ready-to-drink and lovable gin cocktail that defies the typical seriousness associated with many conventional spirit brands. Our hand-crafted logo was enveloped by a vibrant explosion of intricate ornamentation and lively splashes, effectively conveying the brand’s invigorating taste. To add a whimsical touch, the tail of a mischievous monkey playfully extended to complete the crossbar of the ‘A’ while his companions joined in the revelry, framing the flavour banner. This audaciously refreshing twist cut through in the category and appealed to consumers that are looking for new options in the hard seltzer set.?

Chase understands that the key to successfully concocting the perfect brand is all about gathering the right elements and putting them together to make something that captivates and keeps consumers coming back for more. Below we’ve outlined six critical factors essential for crafting a successful brand mix.

1. Get to Know Your Audience

Understanding your audience is of paramount importance for a new brand. It not only helps in identifying their needs but also their perceptions of the market. This knowledge of their preferences, pain points and aspirations enables you to tailor your messaging and products effectively, fostering profound connections.

Combine understanding and empathy to establish a profound connection with your target audience. Your brand should be the solution they've been searching for.

2. Find the Space to Stand Out?

In a saturated market, standing out is imperative for a new brand to capture consumer attention and offer something distinct from competitors.

Thoroughly research the market and competition to identify gaps based on consumer needs you've uncovered. What is your competition NOT doing right and how can your brand jump in to meet consumer needs.

3. Define Your Brand’s Essence

Defining your brand's essence can help create a distinctive and compelling identity that resonates with your target audience.

Define why your brand exists. Is it to solve a problem, meet a need, or make life better? This will be your brand’s North Star. Determine what sets your brand apart and how you’ll position it. Is it innovation, quality, affordability, or a unique perspective??

4. Crafting a Compelling Brand Story

Crafting a compelling narrative humanises your brand, forges emotional connections with consumers, and effectively communicates your values, mission, and purpose.

Infuse your narrative with emotion to create a genuine bond with your audience.

5. Build a Strong Brand Identity

A consistent and robust identity forms the foundation for brand recognition, trust, and loyalty, enabling you to establish a memorable presence in the market.

Develop a brand identity to create a genuine bond with your audience. Building off of your essence and brand story, create an identity that piques consumers interest and one that can be deployed across all touchpoints.?

6. Launch Your Brand

A successful brand launch sets the tone, shaping long-term brand perception and market positioning. Strategic planning ensures a meaningful impact.

Plan an exciting launch event or campaign that generates curiosity and collaborate with partners or influencers to extend your reach.

At Chase we understand that creating a brand from scratch requires the right ingredients, careful mixing, and a dash of creativity. We believe that when you follow this approach, your brand will not only exist but thrive, making a lasting impression on your target audience and setting itself apart in the marketplace. Let us help you stir up success for your new brand.?