At Cubic, we’re fully aware that branding isn’t about gut instinct or smoke and mirrors. That’s why we always use tried- and-tested processes to make sure clients get the results they need. Though the details may vary from project to project, the stages and strategies outlined below have served us well over the past decade. We call them the four Ds.

1. Cubic
Building successful brands
Dig and define,
design and deploy

2. Cubic
Building successful brands
At Cubic, we’re fully aware that branding
isn’t about gut instinct or smoke and
mirrors. That’s why we always use triedand-tested processes to make sure clients
get the results they need. Though the
details may vary from project to project,
the stages and strategies outlined below
have served us well over the past decade.
We call them the four Ds…

3. Cubic
Building successful brands

4. Cubic
Building successful brands

5. Cubic
Building successful brands

6. Cubic
Building successful brands

7. Cubic
Building successful brands

8. Cubic
Building successful brands
Dig
Before we can do anything, we
need to be clear exactly who you
are and what you want. This means
examining your business needs, the
market in which you operate and
rival brands. Once we’ve arrived at
a thorough understanding of the
status quo, we can start to analyse
and refine the brief.

9. Cubic
Building successful brands
The Dig modules
Workshops
An eye-opening opportunity
to bring key representatives
together to share views,
explore ideas, and develop
insights and understanding.
Stakeholder interviews
Where we get under the skin
of your business objectives,
as well as unearthing different
opinions and perspectives
within the organisation.
Competitor reviews
Who else is in the picture, and
how are they performing?
An accurate overview of the
competitive landscape is essential
to improve your relative position.
Communications audit
A snapshot of your current
communication strategies
to assess their effectiveness
and determine how they
might be improved.
Audience research
Hero or villain? What exactly
does the man or woman on
the street think of you? What
do they want, and how can
you challenge perceptions?

10. Cubic
Building successful brands
Define
When we’ve collected and collated
our research, we need to mould it
into something useful. Combining
this vital raw material with rigorous
strategic thinking, we determine
who, where and what you are. Once
we’ve established these truths, we
can decide on the best way forward.

11. Cubic
Building successful brands
The Define modules
Brand strategy
Does your brand strategy
dovetail with your business
objectives? Examining the
future direction of your brand
in achieving long-term goals.
Brand personality
What type of person does
your brand represent? Are you
warm and affable, or more
professional and businesslike?
And how do you convey this?
Brand architecture
Considering the relationships of
the parent company, brands, subbrands, and the strategic role each
of these plays within the business.
Vision and values
What about the bigger picture and
the road ahead? Are you absolutely
clear about what you stand for
and where you’re heading?
Ideas generation
Sound, original business ideas are
as rare as hens’ teeth. We create a
tested creative framework in which
they can spark and blossom.
Positioning
Where do people see your brand
in context of the marketplace?
Strong brands stand tall in a clear
(and often unique) position.

12. Cubic
Building successful brands
Design
We’re a multi-disciplinary branding
studio. So what does that mean? In
a nutshell, that we’re open minded
about what media to use and will
advise you on the best way to go.
Whichever route is decided, you
can be confident of work that’s
imaginative, focused and achieves
what it sets out to achieve.

13. Cubic
Building successful brands
The Design modules
Brand creation
Bringing a new brand to market
requires confidence and point of
difference. We’ll help you make a
splash and keep making ripples.
Print and literature
In this digital age, people still like
to hold something tangible in their
hands. Particularly if it’s beautifully
considered and crafted.
Exhibitions
Do more than make a stand. Make a
real impression when and where it
matters at essential industry trade
shows and exhibitions.
Brand and corporate identity
Consistency, clarity and conviction
are the cornerstone of any identity
programme. The left arm must
keep time with the right one.
Annual reports
Often a company’s key document of
the year, annual reports can affect
market perceptions and even share
price. To be handled with care.
Packaging
Yes, it serves a functional purpose,
but in many ways, packaging is
the face of your product. So it’s
imperative to get it right.
Identity guidelines
Inspiring guidelines not only
keep people on the right track
execution-wise, but reveal the
heart of the brand.
Press advertising
From newsprint to glossies, press
ads remain a vibrant medium,
where creative and production
standards are highly demanding.
Digital
An online brand presence is
already vital and likely to become
more so. Not only on web sites, but
also blogs and social media.
Naming
Subjective, yet essential. A strong,
appropriate name resonates with
its audience, keeping your brand
front of mind.
Promotional campaigns
Co-ordinated, cross-media
campaigns can be used to get
across specific messages or simply
heighten brand awareness.
Internal communications
Keeping staff informed, involved
and interested, particularly in larger
organisations, is essential – for
morale and corporate cohesion.
Point of sale
Finding engaging ways to create
brand presence in store or to guide
busy customers towards specific
products or services.

14. Cubic
Building successful brands
Deploy
That’s not all. Once the creative
work’s out there, we need to make
sure it’s doing its job properly.
That means looking after way it’s
used, and reporting back on how
people are reacting to it. And, if
necessary, making various tweaks
and adjustments so to make sure it’s
hitting that sweet spot.

15. Cubic
Building successful brands
The Deploy modules
Implementation management
Ensuring your brand is carried
consistently across all aspects
of visual identity — from liveries
and signage, to merchandise
and marketing materials.
Measurement and review
So how are we performing? If
you can’t find an answer, it’s
impossible to judge whether a
campaign or branding strategy
has been worthwhile.
Brand guardianship
All campaign media channels
need to work as one. If you employ
specialist agency to help with
implementation, we’ll be happy to
provide guidance and direction.
Brand guidance
What’s your next move? The brand
landscape is constantly developing
and evolving — so what was right
for you yesterday might not be
relevant today or tomorrow.

16. Cubic
Building successful brands
What we do
?
£££
?
£
?
£££
Inc.
Brand Creation
Bringing a new brand
to market requires
confidence, coherence
and point of difference.
We’ll make sure you’re
noticed when you enter
the ring, and keep
you boxing clever.
Corporate Identity
Cubic create
memorable, hardworking corporate
identities, reflecting
your ideas, positioning
and aspirations. We
make sure that all
aspects of your identity
programme are clear,
versatile... and very you.
Campaigns
We assess the bigger
picture, creating coordinated, cross-media
campaigns to convey
specific strategic
messages or heighten
brand awareness.
Moving Image
We use moving image
to capture a brand’s
spirit and bring it
to life. This not only
creates a warm glow
around your product,
service or organisation,
but also encourages
people to put their
hands in their pockets.
Packaging
Our packaging
concepts are striking
and seductive,
designed to make
sure your product is
first in the shopping
trolley. And that people
reach for them time
and time again.
Digital
Today, a brand simply
can’t operate without
an effective online
presence. We carefully
and strategically weave
together websites,
blogs and mobile
and social media to
create your distinctive
digital world.

17. Cubic
Building successful brands
Conversation can lead to inspiration
So we’d love to talk to you about your next branding,
corporate identity or cross-media campaign. To find out
more, call Christian Buttress on 0115 9599299 or email
christian@cubicstudio.co.uk
Cubic
52a High Pavement
The Lace Market
Nottingham NG1 1HW
United Kingdom
Phone +44 0115 9599299
hello@cubicstudio.co.uk
www.cubicstudio.co.uk