BrandLogic begins each annual report assignment by exploring a
company’s overall messaging and strategic goals. We then develop a
unique concept to strengthen that image with investors and other
stakeholders. By following a diligent discovery process, we help
ensure that the resulting annual report – the chief executive
officer’s handshake to the world – resonates powerfully with a
company’s external and internal audiences.
For example, a recent annual report project for
a large corporate client involved a strategy phase to craft the
correct positioning:
- Interviews with key senior management gave insights into the
company, its competitors and its audiences, including investors,
analysts, customers, and employees.
- An examination of the business’s historical communications to
the investment community enabled BrandLogic to observe trends for
the purpose of maintaining continuity.
- A competitive analysis of the strategies and communications
themes of other companies in the same and parallel industries
offered a perspective on positioning opportunities.
- An audit of published articles and reports gave us a reading
into market conditions, and how the company is perceived by the
media and other influencers on Wall Street.
Result: A unique, multidimensional strategy that became the
foundation for concept development. The strategy and preliminary
concepts were then presented to the management team. Once approved,
the creative work began.