SOLUTIONS AND PERFORMANCE
An empowered brand is one that supports and guides your leadership towards growth.Discover more
Push your brand into action by making sure your people are driven and on-board.Discover more
An empowered brand is first and foremost something that a customer experiences.Discover more
GOVERNANCE DIRECTS LEADERSHIP
An empowered brand is one that supports and guides your leadership towards growth.
More than creating empowered brands, our focus is helping those brands to grow. This is why we offer brand governance as a solution. It gives our clients the security to consider their long-term business goals with a brand that will support them as they develop over time. While their offering and the audience may expand or evolve – ongoing management means our clients have a solution which is both flexible and robust. Our brand governance also makes smart business sense. Setting the right brand in motion with everything in place helps to streamline in the future, which delivers cost effectiveness through times of inevitable change. At every stage, and from big picture to small details, we provide a constant interest and dedication to ensuring each brand finds success. At Dugan & O’Sullivan, our focus on governance covers an integrated approach to forecasting, planning, action and ongoing brand management.
MOBILISATION MOVES EMPLOYEES
Push your brand into action by making sure your people are driven and on board.
While governance establishes what a brand is doing, mobilisation pushes that brand into action by making sure your people are on board. We believe empowered brands are driven from the inside-out, which is why we take the time to make sure our clients’ staff and stakeholders understand their vision and how to achieve it. This goes beyond spreading the brand’s core messaging. It’s about giving people purpose. Employees are more than ambassadors for a brand – in a sense they are the brand. When everyone is aligned, workplace engagement and productivity go up. And when change comes along, such as in the case of a merger, management of a mobilised workforce is much easier. Our approach to mobilisation includes engagement and recruitment. From internal branding to staff workshops, mobilisation ensures your people are as empowered as the brand they stand for.
EXPERIENCE ENGAGES CUSTOMERS
An empowered brand is first and foremost something that a customer experiences.
An empowered brand is first and foremost something that a customer experiences. Through innovation, transformation and alignment, we can ensure that each experience is lasting and memorable. This experience runs through every part of your brand – from online to in-store or in-person collateral. It also forms a key part of how you brief partners, from social media experts to public relations teams. By keeping the core of your brand consistent across all touchpoints, you’re able to bring a valuable consistency and strength to your brand. When deployed strategically you can stand out above the noise. When you properly consider the customer’s journey with your brand, at every step, you will be able to create experiences that are meaningful and will resonate with a lasting and positive impression.
GROW YOUR REVENUE
Increase your revenue through ongoing strategic brand management
Increased revenue flows from thoughtful planning and smart strategy. When you build a healthy brand, you’re really building marketing potential that lasts – complete with the long-term financial gain that comes from authentic connection with your ideal audience. We develop strategic platforms and frameworks that provide business-focused brands the guidance they need to go further, dig deeper and stick around for longer. There is no one-size-fits-all template to move your brand in the best possible direction. Our advice delivers genuine results because it is tailored to suit your brand’s individual needs – and the target market that will be its loyal supporters. To achieve effective brand reach, you must start with clever communication. We work closely with our clients to ensure brand success is never left to chance. It’s about outcomes you can trust – and the financial gain you want.
STRENGTHEN YOUR RELATIONSHIPS
Build and maintain relationships with the people that matter to your company
Relationships matter and any team is only as strong as its weakest member. When your brand invests in nurturing a positive workplace culture, developing trusted relationships is a valuable reward. Your employees are a walking, talking representation of your brand. And when it comes to the way your customers and clients perceive the value you offer them, it’s your employees who have the power to build your brand – or damage it. Positive brand experiences start internally, then radiate outwards, with reach that’s organic – and effective. With strategic support, our clients and their team members experience brand-building training and tools that ensure they build and maintain strong, everlasting relationships with new customers, existing buyers, internal stakeholders and external associates.
INCREASE YOUR MARKETSHARE
Grow your marketshare and bridge that gap between brand and customer
Increasing your brand’s market share requires a long-term vision, supported by careful strategy. Globalisation isn’t going away and with a world of new products, services and technologies at the fingertips of an ever-increasing online population, surviving in this fiercely competitive environment relies on experience and insight. When it comes to potential, the opportunity to grow is phenomenal. But so is the risk of floundering. Careful management is your key to growing your marketshare. When you invest in proactive brand support you can enrich your brand’s success across diverse channels, audiences and product categories. We help your brand meet new customers – whoever and wherever they are.
BRAND PERFORMANCE MODEL
Our unique approach to brand management puts the brand at the heart of all company wide strategies. We call this methodology Brand Empowerment and it's the foundation of all core solutions we provide to our clients.
COMPETENCIES AND SERVICES
- Brand Forecasting
- Brand Performance Audits
- Research and Trends Analysis
- Insights and Opportunities
- Go-To-Market Strategies
- Strategic Positioning
- Market and Audience Segmentation
- Competition Strategies
- Business Model Alignment
- Brand Architecture
- Communication Strategies
- Brand Design
- Corporate Identity and Design
- Brand Platform Models
- User Experience Strategies
- Design Rules and Systems
- Brand and Language Guidelines
- Brand Manuals and Portals
- Offline and Online Support
- Visual Identity
- Logo Development
- Photography and Art Direction
- Colours and Climate
- Typography and Formatting
- Imagery and Key Visual
- Infographics and Iconography
- Naming and Language
- Brand and Product Names
- Claims and Taglines
- Naming Systems
- Brand Voice and Tonality
- Messaging Strategies
- Brand Management
- Strategic Brand Planning
- Brand Marketing Programmes
- Design and Implementation
- Brand Performance Management
- Growth and Sustainability
- Implementation Planning
- Process and Rollout Workshops
- Supplier Preselection
- Production Consultation
- Material Research
- Internal Updates and Briefing
- Workflow Management
- Quality Control
- Brand Tracking and Review
- Identification Workshops
- Workplace and Culture Audit
- Core and Peripheral Values
- Service Design
- Customer Journey Mapping
- Employee and Backstage Actions
- Technology Integration
- Operations and Processes
- Sales Support
- Case Studies and White Papers
- Fact Sheets and Information
- Catalogues and Product Literature
- Live and Recorded Webinars
- Proposals and Contract Material
- Invoices, Bills and Receipts
- Notices and Statements
- Employer Branding
- Employee Value Proposition
- Target Image Positioning
- Messaging Strategies
- Strategic Brand Planning
- Employer Marketing Programmes
- Recruiting Support
- Branded Environments
- Online Workplace Gazettes
- Employee Magazines
- Branded Books and Literature
- Internal Events
- Seminars and Conferences
- Awards and Recognition Events
- Workforce Summits
- Annual General Meetings
- Internal Adoption
- Vision and Mission Development
- Culture Model Development
- Operationalising the Brand
- Motivational Workshops
- Internal Engagement Practises
- Recognition Programmes
- Coaching Workshops
- Communication Strategies
- Behaviour and Alignment
- Brand and Culture Guidelines
- Operations Manuals and Portals
- Online and Offline Support
- Brand Process Integration
- Operational Forms
- Certificates, Tickets and Passes
- Records and Checklists
- Operations Tracking and Review
- Consumer Mindset
- Consumer Profiling
- Insights and Segmentation
- Buyer Personas
- Association Framework
- Brand Marketing
- Marketing Programmes
- Channel Strategies
- Media Planning and Buying
- Content and Inbound Marketing
- Social Media Marketing
- Marketing Campaigns
- Brand and Activation Campaigns
- Analytics and Optimisation
- Event Marketing
- Roadshows and Tradeshows
- Showrooms and Displays
- Seminars and Conferences
- Exhibitions and Installations
- Advertising Media
- Booklets, Flyers and Handouts
- Billboards, Posters and Displays
- Merchandise and Wearables
- Blogs and Landing Pages
- Public Space Advertisements
- Display and Banner Advertisements
- Social Media Advertisements
- SMS and Email Advertisements
- Magazines and Newspapers
- Videos, Articles and Email Series
- Direct and Postal Mailers
- Reports, eBooks and Downloads
- Public Relations
- PR Communications
- Vision and Mission Statements
- Annual Reports
- Financial Communication
- Yearbooks and Magazines
- Digital Media
- Websites and Microsites
- Mobile Applications
- Responsive Prototypes
- Animation and Motion Design
- Brand and Product Videos
- Information Architecture
- Content Strategies
- Multi-Touch Environments
- Internal Platforms and Portals
- Print Media
- Stationery and Collateral
- Magazines and Newspapers
- Brochures, Books and Literature
- Packaging and Consumables
- Spatial Design
- Corporate Architecture
- Wayfinding and Navigation
- Headquarters and Spaces
- Retail and Store Design
- Shopfronts, Interiors and POS
ANATOMY OF EMPOWERED BRANDS
Alongside a company-wide focus, an empowered brand must strike a consistent balance between six metrics: resilience, authenticity, transparency, accountability, a global outlook and a diversified approach.
To survive in today's marketplace, a brand needs to be more resilient than ever before.Discover more
Authentic brands know what they believe in and don't need to be anything other than themselves.Discover more
An empowered brand does not exist in isolation. It is transparent and open for all to experience.Discover more
A brand should respect the context in which it operates, from communities to natural environments.Discover more
At the end of the day, we are in a global market. Empowered brands act like it.Discover more
An empowered brand recognises the value of all channels and uses each one to its advantage.Discover more
EMPOWERED BRANDS ARE RESILIENT
That means being open to new ideas, new markets and new challenges.
Today, changes to the commercial landscape come fast. To survive, a brand needs to adapt faster. We believe an empowered brand is resilient at its core, with the built-in ability to shift its focus, its direction and its application – and all without losing its essence. By being nimble when new risks appear, and by being quick to recognise opportunity, an empowered brand can respond efficiently and effectively. While a brand needs to have consistency, it also needs to be flexible. That means being open to new ideas, new markets and new challenges. We create brands so that its custodians understand its core principles. This gives them the freedom to adapt in the future; to not only survive changes but to embrace those changes and thrive.
EMPOWERED BRANDS ARE AUTHENTIC
That means knowing what they can promise, and what they can deliver.
We believe empowered brands are authentic brands – they know what they are, what they can promise, and what they can deliver. This confidence in a brand leads to confidence in its target audience, which means that people are more likely to go on that brand’s journey. And because we believe in building brands to endure beyond just one product or campaign, we want that journey to last. That’s why it’s critical to be sure of a brand’s principles from the beginning. When a brand has clarity, it has strength. We know that it’s only from a strong position that you can share opinions, change conversations and lead the way. It’s important to remember you’re building a customer base on what you have to sell as well as who you are and why you’re there. Authentic brands know what they believe in. By articulating that, your customers will believe in you.
EMPOWERED BRANDS ARE TRANSPARENT
That means making people feel part of the story by inviting collaboration.
An empowered brand does not exist in isolation. It is transparent. After all, a brand needs to connect with its target audience on an emotional level, engaging with consumers and presenting itself as a part of their lives. We know that the most attractive and successful brands are those which make people feel part of the story. Brands do this by constantly reaching out to their consumers, starting conversations and inviting input. Empowered brands, however, don’t just talk; they listen. The values at the heart of your brand won’t change by being transparent. In fact, these values will only be experienced more strongly – not just by consumers but by everyone who comes into contact with your brand, from stakeholders and staff to partners and potential investors. While we can help usher a brand into the world, it is this ongoing collaboration which ensures it will continue to thrive.
EMPOWERED BRANDS ARE ACCOUNTABLE
That means acting with social transparency, honesty and humility.
Successful brands aren’t all about profit. They challenge commercial considerations to genuinely make a difference in the world. They create a culture people want to be a part of, and they use this power for good. When a brand is accountable, it respects the context in which it operates, from communities to natural environments. It also respects individual people, from employees to consumers. Being an accountable brand is also about authenticity, and not publicity. This often comes into sharp relief when a brand needs to address problems, or when interacting with not-for-profit brands. Consumers reject brands that reveal disingenuous motivations, while they reward brands that act responsibly with transparency, honesty and humility. By aligning with social initiatives that reflect your brand’s own values, your brand will demonstrate its good intentions trust and responsibility.
EMPOWERED BRANDS ARE GLOBAL
That means understanding, embracing and benefiting from a connected world.
We live in a connected world. Empowered brands understand, embrace and benefit from this fact. What does being a successful global brand mean? Firstly, it means being considerate of the communities in which you operate. What works in one market may not work in another. It also means remembering that, even when only dealing with one market, your brand is exposed to the entire world at all times. Technology has broken down traditional barriers, which raises another problem: how will you compete on the world stage? Your customers will ultimately compare you to internationally leading brands. However, being a global brand is not only about risk; it also presents opportunity. Inspiration can be sought from afar; international brand alignments can be made; and new markets can be researched and adapted to with agility. At the end of the day, we are in a global market. Empowered brands act like it.
EMPOWERED BRANDS ARE DIVERSIFIED
That means being active on multiple channels and platforms, always.
We know that brands need to be on multiple channels to succeed. An empowered brand recognises the value of each channel, and uses each one to its advantage. There is no point having a presence on a channel for the sake of it. As with every part of business, there needs to be a clear strategy in place. That requires understanding the cycles and the psychology of each channel, and adapting the brand to suit. For example, what works as a print ad may not work as a Facebook ad; what works online may not work in person. Today, there are more touchpoints to explore as a brand than ever before. Empowered brands know which channels are most relevant for them and how they will engage audiences on each channel. And employing these multiple communication channels is essential for a comprehensive and considered brand strategy.
BUSINESS PERFORMANCE CASESView more business performance cases
An investment in the strategic planning, development and management of your brand today, is tomorrow’s potential growth. We’ll help you create the systems, strategies and tools needed to ensure every move you make contributes to the long-term expansion of your company’s bottom line.
Relationships are the lifeblood of every organisation, no matter their size. We’ll help you to strengthen the relationships between your leaders, your talent and your customers, paving the way for long-term mutual bonds that start from inside and permeate outwards.
Each and everyday, your marketshare is altering and it’s either increasing or decreasing in size. We’ll help you to continually expand your reach with current and potential customers, providing memorable experiences that solidify your brands place in their hearts and minds.
Each step of the way, we have been kept consistently informed. They have the capability to provide support through all project stages - from early research and strategy, right through to development and production
Their expertise in project marketing has ensured a smooth process from concept to on-market and beyond. I recommend for anyone wanting unique and tailored marketing campaigns that stand out in a very busy marketplace
They fully understood our brand direction and positioning, and proposed some fantastic ideas which helped us visualise how we can improve a range of other internal and external processes as well.
We engaged Dugan & O’Sullivan to help us undertake a simple rebrand. I now consider the guidance their team provide as an essential component of our ongoing growth strategy.
They listen intently and understand the importance of a detailed brief. They produce interesting quality material which truly connects with the customer. In short, they get it.
Dugan & O’Sullivan understand the property industry innately and ran us through the marketing process with a lot of time and care. It was a great experience for all of us.
MORE ON OUR AGENCY
We work positively and collaboratively with those around us, empowering everyone we partner with to improve their futures and achieve their goals, no matter how big or small.Learn more on our agency