Brand Purification

Brand Purification

Agency fact sheet

Dugan O‘Sullivan

Purity through elegance, simplicity and timeless design

Dugan O’Sullivan is a corporate design and branding agency specialising in providing supe-rior design solutions to our clients and unique value to their brands. Since our establishment in 2009, Dugan O’Sullivan has remained committed to the thorough enhancement of our clients’ organisations through elegance, simplicity and timeless design. We are driven by a rigorous dedication to purifying brand communication. We achieve this through our propri-etary process, Brand Purification; a holistic approach to brand development, communication and digital media. This unique approach to brand management comprehensively purifies all aspects of intelligent brand strategy and design with an overall purpose of illuminating what is real and brilliant about your organisation. This is what sets Dugan O’Sullivan apart, and is what drives our success in consistently providing unique brand experiences.

Content

01 – 21

22 – 49

50 – 65

66 – 82

Challenges

Increased profit margin › Purify communications to ensure long-term value

Stronger performance › Coordinate stakeholders to build on customer experience

Money saved › Reduce expensive mistakes by eliminating confusion

Market share growth › Strengthen brand loyalty through consistent expression

Foundation

Brand Purification › Brand management and the principles of a diamond

Brand processors › Process communications through internal fundamentals

Brand platform › Strategic direction for all future management decisions

Brand architecture › Operate effectively through enduring brand architecture

Message differentiation › Colour: uniqueness and rarity of brand communications

Message significance › Carat: relevance and weight of brand communications

Message perception › Clarity: attraction and sincerity of brand communications

Message knowledge › Cut: accuracy and consistency of brand communications

Processes

Brand strategy › Validate brand positioning and strategic direction

Corporate design › Brand equity through actionable corporate development

Communication design › Enrich communications to stimulate customer awareness

Interactive design › Optimise digital presence to deliver on brand promise

Brand Purification › Distill the raw and unique personality of an organisation

Management

Samuel Dugan › Co-founder, managing partner, corporate development

Darcy O‘Sullivan › Co-founder, managing partner, relations development

Challenges

Increased profit margin

Purify communications to ensure long-term brand value

Your organisation may feel tempted to implement ill-considered branding systems that pro-vide little if any short-term increase in revenue and inevitably fail to provide any long-term brand value. Your brand shapes the external customer perception of an organisation long before potential customers walk through your doors. By utilising Brand Purification, Dugan O‘Sullivan is able to successfully identify, extract and refine the key internal drivers of your organisation enabling us to articulate purified solutions that contribute to long-term value, customer appeal and to the future success of your brand.

Challenges Increased profit margin18

Stronger performance

Coordinate stakeholders to build on customer experience

A solid and honest foundation is the resounding key to the success of an organisation. Your employees require a clear and concise understanding of what drives your business internally and the values it instills. This strengthened understanding often results in lower employee confusion and enhanced performance within your organisation. Brand Purification encour-ages this inner strength by simplifying and aligning your motives, promise, values and tonal-ity and utilising these factors to successfully coordinate a memorable brand experience that is understood both internally and externally.

EMPLOYEES REQUIRE A CLEAR AND CONCISE UNDERSTANDING OF WHAT DRIVES YOUR BUSINESS INTERNALLY AND THE VALUE IT CONVEYS TO YOUR CUSTOMERS

Challenges Stronger performance 19

Money saved

Reduce expensive mistakes by eliminating confusion

Comprehensively purifying all aspects of your brand may also provide significant cost reduc-tions. Utilising the Brand Purification process, Dugan O‘Sullivan is able to eliminate unneces-sary developmental errors, saving your organisation valuable time and money by ensuring your brand is managed both efficiently and effectively by Dugan O’Sullivan, whilst being communicated to its full potential. A successfully articulated brand enhances your custom-ers‘ ability to identify with your organisation, encouraging strengthened brand equity, often resulting in a maximised return on investment.

MAXIMISE RETURN ON INVESTMENT BY ENHANCING YOUR CUSTOMERS’ ABILITY TO IDENTIFY WITH YOUR BRAND

Challenges Money saved20

Market share growth

Strengthen brand loyalty through consistent expression

Your customers’ ability to identify, relate and interact positively with your brand at every point of contact is vital to the success of your organisation. Confusing brand messages, forgettable brand experiences and unaligned touchpoints risk confusion within your target market and may result in reduced brand loyalty. We are able to transform your customers brand experience by successfully coordinating all of your brands‘ external touchpoints in a clear and honest manor. We’ll assist with the way your customers interact with your organi-sation wherever possible to maximise return on investment and increase vital market share.

Challenges Market share growth 21

Foundation

Brand Purification

Brand management and the principles of a diamond

Consider the industrialisation of a diamond. Initially rough and unrefined, a diamond is exposed to a stringent process of enhancement, guaranteeing an end result that boasts elegance, clarity and above all, purity. Brand Purification applies a similar premise to the branding process. This unique approach to brand management comprehensively purifies all aspects of intelligent brand strategy and design; identifying, extracting and refining the core essence of an organisation enabling us to articulate pure design solutions that contribute to the long-term value and future success of a brand. Brand Purification encompasses an overall purpose of illuminating what is real and brilliant about your organisation. Achiev-ing brand purity is pivotal to the success of your brand and must be considered throughout every facet of your organisation's brand management campaign.

ILLUMINATE THE CORE ESSENCE OF WHAT IS REAL AND BRILLIANT ABOUT YOUR ORGANISATION

Foundation Brand Purification26

Foundation

Brand Purification

Foundation Brand Purification 27

Brand processors

Process communications through internal fundamentals

A structured brand platform is essential in defining what your organisation stands for today and provides the unique focus to become what it aims to be in the future. Brand Purifica-tion identifies and extracts essential brand information and vital raw content regarding an organisation. These elements determine your inner strength and shape the foundation of a successful brand. Once extracted, this raw content is measured against vital processing metrics to ensure the accuracy of the brands architecture. Any unnecessary information is dismissed in order to eradicate impurities within the brand message, avoiding any confusion within the market and ensuring an effectively coordinated and strengthened brand experi-ence. Possessing a clear and concise direction combined with our key processing metrics: simplicity, honesty, clarity and consistency enables the articulation of a consistent brand experience that is highly accurate, extremely memorable and most importantly, pure.

Foundation Brand processors28

Processor

Brand consistency

Processor

Brand simplicity

Processor

Brand honesty

Processor

Brand clarity

Foundation Brand processors 29

Brand platform

Strategic direction for all future management decisions

What does your organisation stand for? Why should people care? A solid brand platform is crucial to the success of your organisation. It controls all elements of strategic and creative expression of your brand. A structured brand platform is essential in defining what your organisation stands for today and provides the unique focus to become what it aims to be in the future. Dugan O’Sullivan does not manufacture your brand platform, instead we help identify and refine what is real and brilliant about your organisation and restructure it around a framework of motive, promise, values and tonality. Establishing a strengthened brand platform enables us to ensure the effectiveness of the impending brand architecture.

UTILISE YOUR BRAND PLATFORM TO HELP DEFINE WHAT YOUR ORGANISATION STANDS FOR TODAY AND WHAT IT AIMS TO BE TOMORROW

Foundation Brand platform30

Platform

Strategic tonality

Platform

Strategic motive

Platform

Strategic promise

Platform

Strategic values

Foundation Brand platform 31

Brand architecture

Operate effectively through enduring brand architecture

The cornerstone of effective brand development is brand architecture. The future of a brand must be planned and remain focused towards success. Brand architecture removes any inde-cision about your brand and its future. If your organisation is home to multiple brands, you have a greater responsibility to ensure these brands work in unison with each other. Synergy between your brands is vital to their individual and combined success. Brand architecture works synonymously with your brand platform, combined with an unwavering dedication to the four core branding principles: differentiation, significance, perception and knowledge. This collaboration enables your brand to operate and evolve in a controlled manor, leaving no stone unturned, avoiding any future brand discrepancies.

ESTABLISH SYNERGY BETWEEN ALL ENTITIES AND OFFERINGS WITHIN YOUR BRAND PORTFOLIO

Foundation Brand architecture32

Architecture

Message knowledge

Architecture

Message differentiation

Architecture

Message significance

Architecture

Message perception

Foundation Brand architecture 33

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+^

^

Foundation Message differentiation34

+

+^

^

Message differentiation

Colour: uniqueness and rarity of brand communications

Differentiation metrics strengthen brands through innovation and originality by establish-ing a necessary point of difference, essentially separating a brand from its competition and ensuring the ongoing provision of unique brand value. Dugan O‘Sullivan assimilates the differentiation of a diamond by its purity of colour, to that of a brand via the originality of its message. As its originality is amplified, its value as a brand increases. Differentiation metrics consider both present and future brand scenarios, capitalising on current business condi-tions while preparing for growth and change in market dynamics.

Colourless

D › E › F

Faint

K › L › M

Light

S › T › U › V › W › X › Y › Z

Near colourless

G › H › I › J

Very light

N › O › P › Q › R

Foundation Brand architectureFoundation Message differentiation 35

+

^

Foundation Message significance36

+

^

Message significance

Carat: relevance and weight of brand communications

Significant brands create a powerful impact at first glance and provide sustainable meaning long after a customers initial brand experience has passed. The significance of a brand is defined by the weight and impact of the raw information it conveys. All information ex-pressed by the brand must be significant and convincing to ensure it remains believable. By utilising significance metrics, Dugan O‘Sullivan ensures all communications are powerful and relevant to your strategic driver; supporting the goals of your organisation, driving financial performance and increasing company efficiency.

0.25 carat

4.1 mm

1.00 carat

6.5 mm

4.00 carat

10.2 mm

0.5 carat

5.2 mm

2.00 carat

8.2 mm

8.00 carat

13.0 mm

Foundation Message significance 37

+

^

Foundation Message perception38

+

^

Message perception

Clarity: attraction and sincerity of brand communications

Perception metrics assist the planning of optimal customer experiences; providing exciting, engaging, and enduring brand experiences that promote prolonged customer interest. A successful brand must be easily identifiable and maintain clear coherence through hon-esty and believability, promoting loyal customer relationships. Perception metrics further strengthen these relationships by assisting the expression of a clear and concise brand mes-sage, instilling brand admiration and esteem within your customers.

Flawless

FL

Very, very slightly included

VVS1 › VVS2

Slightly included

SI1 › SI2

Internally flawless

IF

Very slightly included

VS1 › VS2

Included

I1 › I2 › I3

Foundation Message perception 39

+

+

^

^

Foundation Message knowledge40

+

+

^

^

Message knowledge

Cut: accuracy and consistency of brand communications

Knowledge metrics consider all variables of your brand message and utilise them to shape the way your customers and brand interact. Your brand demands the freedom to communi-cate in a manner or that exhibits the true brilliance of its message while engaging customers in a memorable, completely aligned and consistent brand experience. Knowledge metrics enable the sensory and emotional engagement of your customers by providing them with concrete, tangible manifestations of your brand message.

Excellent

10.0%

Good

15.0%

Poor

40.0%

Very good

10.0%

Fair

25.0%

Foundation Brand architectureFoundation Message knowledge 41

Processes

Competence

Brand strategy

Competence

Brand communication

Competence

Brand management

Competence

Brand design

Competence

Brand production

Foundation

Brand Purification

Processes Agency competencies54

Service

Packaging design

Service

Interactive design

Service

Brand strategy

Service

Brand management

Service

Environmental design

Service

Corporate design

Service

Communication design

Service

Financial communication

Service

Brand production

Processes Agency services 55

Foundation Brand architecture

Brand strategy

Validate brand positioning and strategic direction

How loyal are your customers to your organisation? How do customers perceive your brand? The first step to brand management is to assess the current position of the brand. From this assessment Dugan O‘Sullivan determines the key business platforms of your organisation and how Brand Purification can assist us to deliver continuously memorable brand experiences to your customers. We utilise Brand Purification to comprehensively purify key elements of your organisation such as its’ motives, promise, values, tonality ensur-ing the conception of a clear and honest brand story alongside an effective and intelligent positioning strategy.

Processes Brand strategy56

Directory

Brand strategy service directory

Brand Strategy Disciplines

› Brand assessment

› Brand positioning

› Brand portfolio management

› Brand and design strategy

› Communication and process strategy

Brand assessment

› Brand: brand assessment, brand identity, brand image

› Market: target groups, competitive environment

Brand positioning

› Brand scenario development

› Visual brand imaging

› Brand creative brief

Brand portfolio management

› Brand architecture

› Brand controlling and evaluation

Brand and design strategy

› Design concept and strategy

› Brand and product innovations

› Naming and messaging

Communication and process strategy

› Proposal briefings

› Communication strategies

› Communication concepts

› Brand change guidance

Processes Service directory 57

Corporate design

Brand equity through actionable corporate development

Your corporate identity is what sets you apart from your competitors. It is the visual expres-sion of your organisation and represents everything it stands for. It influences customer perceptions and most importantly, it has a direct impact on the success or failure of your business. Dugan O’Sullivan encourages brand admiration and esteem through effective brand expression. Your customers’ ability to identify, relate to, and interact positively with your brand at every point of contact can effectively determine the future success of your brand. The alignment of these brand touchpoints is vital to the creation of a recognisable, identifiable and clear brand message.

FABRICATE THE DISTINCTIVE VISUAL IDENTITY OF YOUR ORGANISATION THROUGH REAL TANGIBLE MANIFESTATIONS

Processes Corporate design58

Directory

Corporate design service directory

Corporate design disciplines

› Corporate design review

› Corporate design concept

› Corporate design measures

› Corporate environment measures

› Corporate design management

› Corporate design production

Corporate design review

› Review and assessment

› Corporate design validation

Corporate design concept

› Concept development

› Typography

› Colour systems

› Visual language

› Corporate design principles

› Corporate design processes

› Provision of the legal checking and registration

Corporate design measures

› Logos: icons, symbols, wordmarks

› Visual identity

› Corporate stationery

› Design systems and collateral

› Presentation material

› Vehicle lettering and inscription

› Clothing

Corporate environment measures

› Environmental graphic communications

› Retail: concept stores, corporate interiors, point-of-sale

› Signage: guidance systems, building signage

› Store and office furnishings

Corporate design management

› Originals and templates

› Corporate design manuals

› Brand management tools

Corporate design production

› Control and supervision of production processes

› Colour profile definition and management

› Material research

› Supplier preselection

› Quality control

Processes Service directory 59

Communication design

Enrich communications to stimulate customer awareness

Brand strength comes as a direct result of intelligent brand strategy combined with success-ful image-building campaigns. Effective communication design is essential in the creation of innovative, unique and sophisticated communication material that insights customer desire and promotes strengthened brand admiration and esteem. Dugan O’Sullivan provides communication design that will differentiate your message from the endless visual com-municative collateral in today’s market place. Correctly implemented communication design encourages market interest and brand loyalty by simplifying and aligning your brands‘ mes-sages with strong visual elements to successfully coordinate a memorable brand experience.

ENSURE SUSTAINABLE MARKET INTEREST AND BRAND LOYALTY BY ESTABLISHING TOUCHPOINT UNIFORMITY ACROSS YOUR COMMUNICATIVE CHANNELS

Processes Communication design60

Directory

Communication design service directory

Communication design disciplines

› Communication design planning

› Communication design concept

› Communication design measures

› Communicative reporting measures

› Communicative packaging measures

Communication design planning

› Business and brand assessment

› Brand positioning

› Brand architecture

Communication design concept

› Corporate design principles: processes, visual language

› Design concept and strategy

› Information architecture

› Communication design processes

› Interdisciplinary projects

Communication design measures

› Literature: image, product

› Magazines: employee, customer

› Advertisements: image, product, personnel

› Image and product brochures

› Client and employee newsletters

› Advertising material and giveaways

› Corporate writing

› Launch campaigns

Communicative reporting measures

› Annual reports

› Management reports

› Financial communication

Communicative packaging measures

› Packaging and label design

› Structural design

› Product brand logo

› Product design and development

Processes Service directory 61

Interactive design

Optimise digital presence to deliver on brand promise

Interactive media has become a primary point of contact in today’s digital world. Now more than ever, consumers have the ability to interact with an organisation on their own terms, in their own time, via digital touchpoints that can truly deliver on brand promise. This growing freedom has seen effective interactive media become a vital point of customer-to-business contact and only amplifies its importance in today’s market place. Digital media is one of the most vital elements to the success of a brand. By providing an aligned user experience, Du-gan O'Sullivan can ensure your organisation is ahead of the competition in the digital field. The importance of digital media and its interaction with customers is increasing dramatically and the necessity for organisations to optimise their digital presence has never been greater.

Processes Interactive design62

Directory

Interactive design service directory

Interactive design disciplines

› Interactive design planning

› Interactive design concept

› Interactive design measures

› Interactive design management

› Interactive design production

Interactive design planning

› Business and brand assessment

› Online brand positioning

› Online brand architecture

› Content strategy

› e-Business and e-Marketing strategy

Interactive design concept

› Corporate design principles: processes, visual language

› Digital concept and strategy

› Information architecture

› Interactive design processes

› Interdisciplinary projects

Interactive design measures

› User experience and interaction design

› Website and microsite design

› Content programming and development

› Search engine optimisation

› Social network representation: Facebook, Twitter, MySpace

› Online launch campaigns

Interactive design management

› Online management: hosting, support, maintenance

› Originals and templates

› Online corporate design manuals

› Online brand management tools

Interactive design production

› Control and supervision of production processes

› Supplier preselection

› Quality control

Processes Service directory 63

Brand Purification

Distill the raw and unique personality of an organisation

Brand Purification is our holistic approach to brand strategy, corporate design, communica-tion design and interactive design. Brand Purification applies a simple premise to the brand-ing process: comprehensively purifying all aspects of intelligent brand strategy and design. Identifying, extracting and refining the key information of an organisation to enable us to articulate purified design solutions that contribute to the long-term value and future success of your brand. Achieving brand purity is pivotal to the success of your brand and must be considered throughout every facet of your organisation’s brand management campaign.

PURITY MUST BE ACHIEVED THROUGHOUT EVERY FACET OF YOUR BRAND’S DEVELOPMENT TO ENSURE IT IS SUCCESSFUL

Foundation Brand architectureProcesses Brand Purification64

Directory

Brand Purification service directory

Brand Purification disciplines

› Brand processor metrics

› Brand platform metrics

› Brand architecture metrics

› Brand Purification measures

Brand processor metrics

› Brand simplicity

› Brand honesty

› Brand clarity

› Brand consistency

Brand platform metrics

› Strategic motive

› Strategic promise

› Strategic values

› Strategic tonality

Brand architecture metrics

› Message differentiation

› Message significance

› Message perception

› Message knowledge

Brand Purification measures

› Customer experience

› Touchpoint alignment

› Editorial tonality

› Information architecture

› Insight and ideation

Processes Service directory 65

Management

Samuel Dugan

Co-founder, managing partner, corporate development

Alongside Darcy O’Sullivan, Samuel is a co-founder and managing partner of Dugan O’Sullivan and specialises in project management and corporate development. Simplicity and precision defines Samuel’s work. His ability to adopt a holistic approach to every project and provide solutions that are refined and continually sustainable is what makes Samuel an asset to Dugan O’Sullivan. Through determination and strong ambition, he consistently and concisely monitors the level of clarity and sophistication that is demanded by the key principles of Brand Purification. In a short but experience-rich period Samuel has developed a thorough dedication to corporate development. Samuel maintains strong relationships with all external partners and collaborators of Dugan O’Sullivan. These crucial relationships ensure a final product that exceeds the expectations of our clients and helps promote brand strength and maximise customer purchase intent.

Foundation Brand architectureManagement Samuel Dugan70

Darcy O‘Sullivan

Co-founder, managing partner, relations development

Alongside Samuel Dugan, Darcy is a co-founder and managing partner of Dugan O’Sullivan and specialises in project management and client relations development. With an expressive and communicative nature, Darcy thrives off the ever-strengthening relationships he main-tains with organisations associated with Dugan O’Sullivan and is dedicated to establishing partnerships with new and potential clients. Darcy encompasses a natural ability to identify and extract the internal foundation of a company and determine the various elements of a brand that require urgent attention. In a short but experience-rich period, Darcy has devel-oped a dedication and versatility that is a vital asset to Dugan O’Sullivan. This unwavering attitude ensures all clients remain consistently involved and focused with a clear understand-ing of the creative techniques and procedures implemented by Dugan O’Sullivan in order to ensure a successful outcome at the completion of every project.

Management Darcy O'Sullivan 71

Imprint

Contact

Dugan O’Sullivan Pty Ltd

Postal address: GPO Box 1439

Melbourne VIC 3001, Australia

Telephone + 61 (0)354 42 93 86

Facsimile + 61 (0)354 42 93 86

info@duganosullivan.com.au

www.duganosullivan.com.au

Samuel Dugan

Managing partner, corporate development

Mobile + 61 (0)413 54 88 09

sdugan@duganosullivan.com.au

Darcy O‘Sullivan

Managing partner, relations development

Mobile + 61 (0)421 78 79 05

dosullivan@duganosullivan.com.au

Copyright

Legal notice

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All content is copyright protected and is made available for

private, own use. Any use beyond this is prohibited. Reproduc-

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assumed for printing errors. Subject to technical alterations.

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