It is universally known that a key to a happy marriage is listening to each other, understanding each other and knowing which buttons NOT to press!
Similar advice can be given when working on the relationship between brand and audience.
When talking brand identity, it might help to imagine the brand being on a dating app. If you’re looking to attract a certain type of mate, you first need to understand what that type of person looks for in a prospective partner. Creating a brand personality is the same, and just like a relationship brands must evolve their personalities to avoid stagnating and becoming boring. It is important to keep things fresh, interesting and spice things up. This could be in relation to branding & design, digital activity, advertising & creative, or even the brand strategy. Of course the challenge lies in maintaining the core values of your brand that the audience were drawn to in the beginning, while evolving at the same time.
SWC Partnership, Full Service Integrated Marketing Agency based in Tunbridge Wells & London worked on strategically aligning the brand Mangajo as the perfect pairing for Asian cuisine and in doing so maintained the original values of Mangajo whilst updating the brand to tap into the booming sushi market in the UK. For more information on the campaign and to check out other work, click here.