Creating Verbal Branding

Standing for what you mean

In creating the verbal branding required on this project, drilling into the passion of the leaders of an exciting new diversity platform to help them encapsulate their passion, purpose and ambition for inclusivity and justice across the businesses they are integrated with, was key.

The mission was worthy, so the name and straplines needed to be authentic and resonant for all stakeholders and the message needed to cut through possible preconceptions about diversity initiatives. It really needed to capture the opportunities presented by diversity and also differentiate their platform and vision.

Core Implementation Touchpoints

Naming and Storytelling

Persona Development

Verbal Branding

What we did

Discovery and intention workshops to ascertain the personality of the brand and personas for subscribers as well as users. We provided guidance in focus groups to start to determine the language and artifacts to project in the naming and creating verbal branding.

This process allowed us to create authentic, inspirational and emotive verbal branding based on the primary purpose and message of the new diversity platform. The directors were extremely pleased and we all had a lot of fun!


Defining Brand Purpose

Aiming for your heart


To make the emotional connection and impact required with customers, it is critical to understand wants as well as needs in order to isolate value. This is predicated on your business defining its  purpose.

When a local London business needed to stem losses and increase their profitability, in an extremely competitive market, they sought us out.

Passion for their craft was palpable, and we go out of our way to work with passionate leaders and owners. However, diffuse marketing, vague messaging and too broad an offering meant they were unfocused and undifferentiated. In an abstracted way, they recognised they were focused on sales, not the customer experience and drivers.

Articulated Purpose

Determined a new position

New message and channels

What we did


We worked with the clients to articulate their actual purpose and outline compelling points of difference in their, carving out a position in an extremely competitive market. Iconify were quickly able to ruthlessly rationalise the client’s offerings, driven by what they loved and did best, and which many in the same business did not.

With clarity on their purpose, the clients could immediately see that authenticity was lacking in their business and messaging. Jettisoning other offerings, they concentrated on a  differentiated service which they did far better than competitors and for which they had incredible talent and skills.

Being able to focus their full resources on a whittled down range, allowed a focused marketing campaign. This led them to vastly increase their efficiency, the quality of their work and raised their sales by 39% in the first year post the changes we implemented.

Determined toand carve out a position in an extremely competitive market, within which they were losing sales to newer, flashier businesses, they called us in because they did not know which way to turn.

Positioning a Company

Positioning and Perception Problem

A long established business wanted to change their brand perception, and create a strategic and overarching brand image and identity across the product landscape.

As we were spearheading a business transformation initiative for the same client, an opportunity existed for linking the impending transformation to a change in the positioning of the business and revamping of messaging. The time was ripe for the client to clearly define and differentiate their brand and rethink how they appealed to the customers.

All of the above

Incredible Benefits of Project

Research and Data Analytics

Developed Perceptual Cues & New Positioning Strategy

Masterbrand Creation & Relaunch

What we did

Working closely with the client, the staff and other stakeholders, we reassessed the brand vision. We established a business and brand purpose which confirmed the brand path was diverging. When we were able to codify brand purpose and mission points, it enabled the transformation efforts in train to be driven by the brand strategy.

We conducted focus groups and interviews to capture customer impressions and informed the strategic steps for the brand marketing and promotion using customer impressions. Using relevant frameworks to capture the heart, reach and targeted demographic for their products, and existing customer data and insights from research, we worked to uncover potential for new positioning.  We created a masterbrand ethos, identity and perceptual cues and artifacts for the brand and conducted brand led business transformation in parallel.

Software Development Solution

Developing your Software and Technical Solutions

We have helped many organisations identify opportunities for potential high yield improvements and innovation and helped them plan the technical projects to realise them across several industries and sectors, with our unique approach.

The Problem

When your organisation is facing a fundamental requirement to innovate, we build powerful software with a fresh approach that helps you create value and improve integration.

Software Innovation Benefits

Exploiting innovation and cost and efficiency savings

Increased transparency and collaboration

Tailored, enhancing CX and internal engagement

The Change you Want to See

Transformation like it should be

The Problem

A leading bank needed to change their half a year month stress testing reporting process to a fraction of the time to meet regulatory and operational drive. The business case was to provide the Chief Economist’s office and regulators with an agile and highly responsive process to produce clarity and directional reports. Delivering this required multi -dimensional business, technology, and in depth procedural change, working business and technical partners from across a spectrum of capabilities to deliver this in the planned timeframe.

The Key Touchpoints

Data Cleanse, Restructure and Mapping

Target Operating Model Transformation

Risk Infrastructure and Technology Delivery

Risk Models and Validation Framework

Requirements Clarification and Codification

Automation Strategy and Planning

What we did

Appointed to deliver a Stress Testing Solution and extended infrastructure and IT capability to house, process and support Credit Risk Modelling lifecycle, Data, and IT deliverables, across lines of business, wherein we were responsible or identifying and appointing and directing delivery partners. Responsible for getting business case signed off and translating the requirements into a programme and bringing resource on board to implement as well as running process of developing the underlying for stress testing.

Business and IT Transformation

At our Transformation Practice, Business and IT Transformation strategy is at the core of what we do. Iconify is interested in remediating displaced value, identifying areas within your business where improvements or even re-engineering will lead to measurable improvements and efficacy across your operational landscape.

We provide business and IT transformation strategy and implementation and can provide expertise on brand identity and innovation strategy integration.

Business and IT Transformation Strategy

We provide end to end programme and project management, with highly skilled and experienced change management practitioners.

And it all matters – your people, set practices, operational and functional process, tools, your culture, training – no elements are overlooked in articulating the change your business needs to thrive again.

Where issues have been identified, we will conduct root cause analyses but we then apply brand values lenses to strategies for transformation, to  remediate the causes and drivers of these issues, gaps in systems, the procedures and support procedures that will need to be tightened and future proofed, through adopting innovative technology  wherever possible.

Iconify strive to align your brand efforts with your purpose and your brand strategy with your business and IT transformation strategy, and deliver innovative Target Operating Models.

Brand Strategy Development

How to take the fight to the market

Business Transformation Implementation and Delivery

Plugging the gaps and preparing for success

Transformation Technology and Architecture

Technology, software and systems that elevate your capability


Culture, Leadership and Ecosystems to compete

Risk Management and Architecture

Frameworks for managing brand risk through Readiness

Positioning and Brand Identity

Distill your brand's purpose and position for success

Change Management and Target Operating Models

Managing your projects and defining the best models to support business ops and growth

Brand Purpose to Transformation Alignment and Assurance

End to end assistance - defining purpose to embedding process

Digital Transformation

Advisory and Implementaton Teams

We provide a Advisory as well as project and engineering teams to leverage embodies great opportunities for transformation, capability growth and brand influence. Digital Transformation promises many opportunities to gain vibrancy, relevance, reliability through the adoption of platforms that enable your business to take advantage of technology that’s already here, whilst being positioned to take advantage of what is imminent.

Why Digital Transformation now?

Successful digital transformation will accelerate awareness, visibility and growth but it is dependent on commitment to developing resonanceand using it to extend brand reach, access and relevance. Key is, who really your customer is, what you can do to deliver needs that are unmet and how your business can support this through engagement of primary stakeholders like employees and suppliers. To truly special and stand out, your brand must embodies all the characteristics of resonance.

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Define a Winning Brand Strategy

Defining a winning brand strategy is something many companies are realising is critical so you are far from alone in looking for partners to help. Iconify teams’ key goals are to help you gain clarity on your company’s core strength, vision and evaluate the current business and operating environments in order to realign processes to match purpose and vision and create a roadmap to amplify brand love, power and loyalty.

Branding Methodologies

When we start discovery to define a winning brand strategy, we begin by using the brand values and identity lessons to start to create a visual framework for depicting and representing the psycho-graphic case for your brand and its products.

Our branding methodologies also  seek to honour your customers by understanding who they are and what your brand means to them on several levels, and how reinforcing these themes can propel more customers to buy in to the brands products, which act as bulwarks for when the brand is navigating choppy waters.

Using our STORI framework, we’ll help you work out how to make your customers feel valued.

We will reframe your brand story and what your offering means to your customers and if your brand makes them feel valued, using our STORI framework.

Brand Research

Positioning Strategy

Brand Purpose and Values

Inside Out Brand Strategy

Brand Strategy encompasses the principles, purposes and values running through what you do, why you do it and why it means something to people and how that translates to how you do what you do.

Our goal in defining a winning brand strategy is to concentrate focus and gain clarity on your company’s Core strength, vision and evaluating the current business and operating environments to realign the brand process to match it’s purpose and vision and create a roadmap to amplify band love, power and loyalty.

We help you set or reassert your brand vision and create a strategic plan to implement it and help you make purpose driven, brand led decisions to fine tune options on your target market, strategy and new ideas to realise higher ROI, stronger and more resonant reputation and clarity on CX improving activities.

Brand Risk Architecture

Taking a brand view of operational risk

We help you to define the risk scenarios and profile of your company, in order implement a continuity and override mechanism at your moments of greatest risk with clear roles and responsibilities, tested and simulated to scenarios and optimise capability and readiness to resolve risk.

We help your business devise a risk response operational model for all risks identified with the potential to cause disruption or damage to the business and the brand. We can deploy the necessary media/social media responses to slow or halt reputational damage for imminent and current threats.

We help you formulate and gain internal engagement for clear and agreed mitigation, prevention and reduction strategies for the identified and assessed risks that your business and your brand face across key operations elements. We can also produce an operating model if required.

The real and welcome opportunities to reach your users and audience and interact with them on a personal level is fraught with people and perception risks which can spiral out of control very quickly. We help you consider these in depth and agree fundamental approaches to dealing with the inherent risks that exist.

Key Considerations

Brand Risk Architecture

Brand Risk Strategy

Risk Profiling and Readiness

Brand Risk Service

Iconify can provide clients with an Integrated Brand Risk Management and Reputation Management framework, perfected in global banks and organisations. These detail planning and prioritisation of risk scenarios, process risk models and holistic Readiness Strategy. and Communications to ensure continuity and that the correct responses are deployed to defray adverse scenarios.

Brand Comms

Brand Communications for the Life of your Brand

The value of communications and interactions undertaken prior to adverse events is of great importance, but the quality, speed and clarity of communications in adversity is critical. We call this the The Brand Risk Axis, and it’s how we plan, profile and police your communications at the moments it matters most.

Winning Brand Communications

New Brand Communications

Verbal Branding and Straplines


Communications and Strengths Converge

We exist to build brands. We want to create the next generation of iconic brands in all categories. Brands that are resonant, have attitude and swagger and really speak to their target market. In a highly commoditised environment, almost nothing is new, except perhaps in the world of emerging tech – more on that here.
But if almost nothing is new, differentiation assumes ever greater weight and positioning becomes pivotal; your business will live or die literally more or less to the extent that it is possible to find a position for it in the mind of your tribe. A great product has value but that value is ascribed by the position it occupies in the mind of the people to whom we seek to attract.
That leads to the next point and of equivalent weight – the ‘goodness’ of/in your offering ultimately comes down to perception — so it’s subjective — so it is predicated on what the target segment you are targeting feel about, see and receive the offering. How well your offering fits them and their ideas about the world they inhabit. Make no mistake, most people are never sharing the same reality as the next group of people. This more than anything, determines the degree to which the attributes that make your offering ‘great’. Call us, let’s create the next iconic brand. 0208