The Open Vantage work commissioned consisted of 3 phases, namely an entire Brand Audit, Brand CI development, and a Marketing and Channel plan to bring the Open Vantage Brand up to speed and create relevance. 

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Phase 1 consisted of an overall Brand Audit to assess the current Brand and Marketing collateral. This in strategy terms is the initial and arguably the most important step of any well thought through and researched Brand and Marketing plan and is essential for success. In Phase 1 the audit gave rise to recommendations and opportunities for the business. 

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• A Review of All Current Brand Collateral 

• A Review of All Digital Collateral 

• A Review of All Online Collateral 

• A Review of Competitors 

 

Phase 2 formed part of the overall Brand CI Manual development that looked at all the areas of the business brand that could possibly guide the Marketing plans. It was important that a comprehensive Marketing plan be put together post this work being done on the Brand.  The elements covered in this phase were: 

 

• Business Objectives 

• Purpose / Vision 

• Organisational Structure

• Brand Positioning 

• Brand Manifesto

• Customer Need States 

• Core Brand Visual Assets

 

Phase 3 formed the crux of the Marketing and Channel planning. The goal was to create a strategy that would see the business have a clear and concise Marketing direction for the next year. The strategy focused on Marketing but also the Channels required to execute.