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Branding campaigns — Marketing agency
A launch, repositioning or major business change may need a consistent message across materials and channels. Explain what is changing, which audiences need to understand it and which brand assets are already approved, so the campaign does not become an unplanned identity redesign.
Service scope
A coordinated campaign intended to communicate an organisation's identity, positioning or new brand message across selected channels. It may use an existing identity or require new creative work, but brand strategy, identity design and paid distribution should be separately defined.
What is normally included
- Campaign-message development
- Creative concept planning
- Coordinated brand assets
- Agreed launch and channel support
What is not included
- Automatic trademark clearance
- Guaranteed brand recognition
- Full identity redesign unless commissioned
Typical tasks
- Clarify the brand-change objective
- Develop the campaign message
- Plan channel-specific creative assets
- Coordinate approval of claims and rights
- Prepare an agreed launch and measurement plan
What to include in your brief
- Brand or business change
- Target audiences
- Existing identity assets
- Channels and deliverables
- Launch dependencies and approval group
Choosing the right professional
Compare the proposed concept and asset plan with the change you need to communicate. Ask how identity design, message testing, production and media placement are separated, and who checks factual claims and asset rights before release.
Important considerations
- Unsettled positioning can lead to repeated revisions
- Brand assets may lack clear usage rights
- A campaign may be mistaken for a complete brand strategy
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