You know your brand like the back of your hand; but does your audience?
Auckland-based Onfire Design knows what it takes to build market familiarity with a brand, increasing that company’s reach and recognition within its target sector; for the rest of us though, it’s not always quite as clear cut. We sat down with Sam Allan, owner and creative director of Onfire, as he talked us through a case study on the drastic effect good branding can have on a company.
You’re probably familiar with the Maritimo brand. With legendary Australian boat-builder Bill Barry-Cotter at the helm, this company has produced some of the finest luxury long-range cruising motoryachts to grace the waves. Having already built, established and then sold Riviera, Barry-Cotter was well-experienced in not just high-end boat building, but the launching and executing of a premium brand as well.
So why did Maritimo approach Onfire Design to tell the Maritimo story and build its brand?
Because getting your branding right, keeping it consistent and perfectly translating that brand to the desired audience requires expert skill and execution. So where do you start?
Clarifying these three points should be your launching pad. 1. Define your target market.
2. Define your unique story; your offering in that market.
3. Define your singular, recognisable identity.
ONFIRE DESIGN AND MARITIMO BOATS
Sam Allan discusses a branding example.
Barry-Cotter engaged Onfire to tell the Maritimo story to the world. The task included creating powerful branding, advertising and marketing, all aimed at building a singular, powerful and recognisable Maritimo identity; one that would set Maritimo apart in a busy market.
Onfire Design created a striking campaign theme – Oceans Apart – which clearly articulated Maritimo’s strengths: brilliant craftsmanship, and superior performance that deliver a unique luxury experience. And, simply put, it worked. Onfire positioned Maritimo as the undisputed leader in luxury, long-range motor yachts. “We are delighted with Onfire’s handling of our branding and marketing. They have expressed, in words and pictures, exactly what we wanted to say about Maritimo,” said a company rep.
Most companies have some understanding of how they want to be seen, and have a good grasp on what makes them different. However, articulating that vision and executing it effectively are another matter. It is these specialist actions that, when applied to a clear brand understanding, will set your brand apart, as Onfire was able to position Maritimo where it wanted to be. That clear execution, in turn, will attract the customers you want. It’s not just about interactive websites and glossy brochures: it’s about bringing in business.
“At Onfire, that’s what we do best,” says Allan. “We work in a way that’s professional, down-to-earth and with minimum fuss. It’s simple. We aim to make brands more visible, differentiated, more competitive. On budget, on time – and on fire.”
“Onfire was a huge part of our success and, importantly, a pleasure to work with,” was the team at Maritimo’s opinion.
Onfire Design are a specialist branding and design agency with offices in Auckland and Sydney. The company has recently become a member of NZ Marine.