How / Otto 360°
You don’t slap a logo on a piece of letterhead and call it
a brand. At least, you don’t when you’re working with Otto.
We look at every single angle of your business before we even start thinking about your brand. We call it otto 360°. It’s our way of creating a strategic positioning—one that fully reflects your company’s mission, vision and client base. By getting it right the first time, Otto helps you build a strong, long-lasting brand. And because consistency builds consumer loyalty, it can also fuel your brand’s growth.
The First Stage: Research & Review
First, we ask a lot of questions. This helps otto craft your brand promise correctly, giving us a better understanding of your product or business. After careful research of your competition, industry trends, and the consumer market, otto places your mission, vision, and positioning in context.
We also conduct a brand audit. What are your current materials? What seems to be working? Where do you think improvements could be made? Who are your customers? And where are potential customers waiting to be discovered?
It really is a lot of questions. But by analyzing your answers, we can begin to build a smart brand strategy, identify target audiences, and shape a visual identity. We promise it’s worth it.
The Second Stage: Development
Here’s where your brand really starts taking shape. otto begins to define your value propositions by determining the vital points of difference that encourage customers to choose you. These key themes will eventually be translated into all marketing communications.
otto also starts aligning your brand messages at this point, ensuring a cohesive look and tone. Different styles of imagery are explored, with reproduction rights always under consideration. Graphic testing and refinement begins. Visual symbols, themes and naming architecture also enter the conversation.
The Third Stage: Execution
Once the overall master brand has been refined, otto develops permutations of this singular message. Sub-brands and co-brands are identified, along with applicable line extensions.
The Fourth Stage: Test
otto then creates a graphic standards manual, a set of guidelines that defines your visual identity and creates a consistent look for all communications and all points of contact.
Now, your brand is ready to be put the test—in print, in broadcast, in signage, in point-of-purchase materials, and on the web. As individual marketing messages are launched into the marketplace, otto can track results and refine the ads to meet set objectives.