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Redline works closely with clients to develop powerful and engaging brands.
Powerful brands have substance. A brand is more than a logo, a colour, a positioning statement or an advertising line. These things represent and express the brand, but they are not the brand.
We have been helping to build powerful brands – both large and small – for many years. The ENERGEX, Dell and Compaq brands were launched and built in Australia by Redline principals. Our principals have also worked on brands including KFC, Microsoft, Mincom, Woolworths, Channel Seven (Australia), Herron Pharmaceuticals, Johnson & Johnson, Fuji Film, Sheraton Mirage and SunWater, as well as many other brands that won’t yet be familiar.
To build a powerful brand, we start by devloping your ‘brand wheel’. The brand wheel is a facilitated process during which we guide you toward a set of commonly agreed attributes and values for your brand. Based on these, we create your brand architecture using principles applied by all major, successful brands around the world. From this architecture, we develop a brand name, key messages, logo, tagline and corporate identity for your organisation.
Clients that have worked with us know the benefits of employing a robust, consistent branding process over simply picking a brand name or designing a logo.
“Having worked with Redline’s principals in the past, I had no hesitation calling them when we needed advice on brand strategy. They have a strong understanding of how all the components of an organisation’s marketing mix must work together to build a trusted and consistent brand.”
At the forefront of current branding techniques is a process called Brand Synchronisation.
Brand Synchronisation helps unlock your brand’s potential by allowing you to understand how your brand is really perceived by customers and by staff. The process translates customer and employee-based insights into measurable sales and growth outcomes.
Brand Synchronisation has also been shown to deliver a measurable improvement in staff morale as staff contribute and ‘buy in’ to the brand development process.
Brand Synchronisation was developed by Redline principals for ENERGEX and has since been further refined in partnership with Hook Advertising. As brand specialists, Redline can build a comprehensive internal and external brand strategy to improve customer loyalty, strengthen internal morale and cohesion, and enhance your company’s reputation.
Many of our clients see the process as a competitive advantage and do not want to be named. However, the Chairman of an international trade services company has said:
“The Brand Synchronisation process brought immediate focus and clarity to our organisation. The value of branding is often difficult to measure, but this exercise was genuinely quantifiable and results driven. We’re confident it will add absolute value to our bottom line.”
Once an effective platform and strategy for your brand has been established, it needs to be communicated to your target audience.
Redline has developed and implemented complete brand and marketing communication plans for local, national and international companies. If required, Redline can act as your outsourced marketing and design department to develop and implement the following:
As part of your brand campaign, Redline will assist with key message development and target audience identification. Our high-level communication plans will identify the best and most-cost effective ways to communicate your brand and product/service key messages to your target audience.
We provide strategic media and public relations services for clients as part of a broader communication strategy or brand campaign.
Past and present media relations clients include Herron Pharmaceuticals, The ClimateSmart Home Service, The Home WaterWise Service, ENERGEX, Microsoft Australia, Mincom, Dell, Compaq, Channel Seven, NEC, Johnson & Johnson, KFC, the Brisbane Cricket Ground Trust (Gabba Redevelopment), the Pacific Motorway development, Keno, Citimark Properties, the North Quarter property development consortium, Leighton Properties and SPAR supermarkets.
One of Redline’s principals, a former journalist, also provides in-depth or top-up media training and over the years has trained executives from Microsoft, Compaq, Dell, KFC, GrainCo, IOOF, ENERGEX, Wang and ComTech in how to handle the media.
“SPAR is the largest supermarket chain in the world, but we are still a relatively small player in the Australian market. We have relied on Redline’s public relations expertise over the last three years to help us build our profile in Australia. The results have been great - Redline is responsive, professional and has consistently delivered the media coverage we need to help us build our profile and communicate our key messages.”
All three Redline principals are professional copy writers and have trained other communication professionals in the art of producing compelling copy.
Between us we have written literally thousands of brochures, newsletters, scripts and websites. We have also managed corporate copy and image updates for a range of organisations such as ENERGEX and Mincom.
“We are always impressed with the quality of output that Redline delivers….Redline is responsive and quickly puts their resources into play so you're assured of getting the job done. They are always rigourous when editing and the standard of their writing is consistently high.”
With a senior graphic designer in-house, Redline can offer a seamless, end-to-end service where our strategic communication strengths are ably supported by cohesive design concepts and execution.
Whether you require a brochure or customer newsletter, engaging advertisements, a sophisticated annual or corporate report, attention-grabbing presentations, or an inventively fresh logo, Redline can ensure your communication messages are complemented by clever design.
With experience working in-house as well as consulting, Redline's graphic designer has developed concepts, campaigns and collateral for a long list of government and private entities, including the Department of Defence, Department of Main Roads, Queensland Rail, Translink, Gold Coast Water, Gold Coast City Council, RACV, Brisbane Airport Corporation, Commonwealth Bank and Rio Tinto. He is well-qualified to turn his creative talents to your design needs and generate some lasting impact.
Redline and its principals have undertaken effective community consultation and stakeholder engagement programs for numerous government and private organisations including Powerlink, the Queensland Department of Justice, the Department of Main Roads and LG Infrastructure Services.