BUILDING DESIRE

The Square Route is our unique set of three branding pillars, which we’ve defined to build desire, relationships and loyalty through every moment of engagement. Here we take a look at the first pillar – Building Desire…

Position
It’s about creating a clear and unique image in the minds of customers. It answers the question: “Why should I buy from you?”

DNA
Just like human beings no two brands have the same DNA. Your distinctive properties are: origins, heritage and culture.

Individual
By listening to your customers’ and seeing them as individuals you can meet their individual expectations and start building lasting relationships.

Expression
Personality is first experienced through expression and tonality. Details matter. Find a consistent, unified tone of voice.

Emotion
Reach them through the head and heart. Desire is created on the terms of the customer; your expression and tonality must match their values, tastes and preferences.

Content
Content on your customers’ terms. Your customers’ will tell you what they’d like to know and how they’d prefer to interact with you. Ask them and then act accordingly.

Colour
Colour is emotion and has a deep impact on people. Choose a colour system that is a combination of lively accent colours and understated base colours. Your brand identity should include these elements.

Visuals
To create a dynamic effect use scale and perspective, unusual angles with sharp contrasts. This is where you change a want into a need.

Frequency
And repeat. For some people desire grows over time and is earned.

Evolve
Each of these elements must be continually refined and updated within the framework of your visual identity, verbal identity and CRM principles.