Global Geographic Brand Naming and Brand Architecture

Context

Raytheon Technologies provides advanced systems and services for commercial, military and government customers worldwide. With four industry-leading businesses ― Collins Aerospace Systems, Pratt & Whitney, Raytheon Intelligence & Space, and Raytheon Missiles & Defense ― the company delivers solutions that push the boundaries in avionics, cybersecurity, directed energy, electric propulsion, hypersonics and quantum physics.

The company, formed in 2020 through the merger of Raytheon Company and United Technologies Corporation, is headquartered in Arlington, Virginia. Raytheon UK is a landed company that sits within the Raytheon Intelligence & Space business, as well as part of the Raytheon Technologies enterprise in the UK, consisting of Collins Aerospace and Pratt & Whitney.

Ambition

Following the merger the business needed to rationalise its global geographic naming strategy for its portfolio of inter-dependant businesses. The project aims were as follows:

1. Accelerate investment of resources in the essential parts of the portfolio
2. Build stronger connections with the master brand
3. Identify growth opportunities
4. Realign brand and product names with customer needs
5. Create a strong visual system

Action

Brand architecture and geographic naming are inter-dependent strategies. With architecture generally informing direction for naming strategies. After an audit of best proactive geographic naming conventions within the sectors and adjacent sectors we explored solutions following a Master brand Approach (leaning towards a more global naming strategy) and a House of brands Approach (leaning towards a more national naming strategy). Our design team brought to life the options across a relevant range of applications from digital to physical environments prior to research being conducted within the business to conclude the best approach to be adopted.

Results

The project delivered a global geographic Brand portfolio map with critical observations, opportunities  and considerations from a geographic and brand naming and portfolio perspective.  This was then used to define migration paths, define naming strategy recommendation, define geographic naming implications and plan the subsequent Portfolio and naming Decision Tree.

Earlier this year, it announced plans to reorganize into three brands: Collins Aerospace, Pratt & Whitney, and Raytheon.

In a call with analysts in April, Christopher Calio, RTX’s chief operating officer, said the restructuring is meant to better align the company’s businesses with customer priorities, improve performance, and to better use company resources to optimize investments and cost structure.

About Aeron

We are Aeron, a London brand design agency that specialises in business transformation, brand strategy, aviation and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

New Brand and digital applications for Saudi’s National carrier flynas

Context

flynas www.flynas.com is a leading low-cost carrier from Saudi Arabia with a young fleet of 26 aircraft, operating nearly 1000 weekly flights to 30 destinations within and outside of Saudi Arabia. Launched in 2007, flynas has successfully operated over 170,000 flights carrying more than 18 million passengers, a number that has steadily grown over the years.

Ambition

Following our previous work creating the new brand name and brand identity for flynas in 2013, significant investments were made in enhancing its aircraft fleet and introducing a dedicated Business Class Cabin. Our task was to create a clear set of brand and advertising guidelines which could be used internationally by marketing agencies to ensue clarity, consistency and creative leadership across all communications platforms.

Action

Our team lead the development and formulation of the new brand. Alongside our Saudi partners Charisma, we created a comprehensive brand system, addressing consumer research, naming, visual and verbal identity all the way through to launch and campaign strategy. From this we developed a rigorous set of brand guidelines, covering a full suite of core brand identity elements, imagery, advertising, communications, livery and advertising standards.

Results 

The work has now been used by a host of international advertising, digital, print and media agencies and has helped the airline win a host of awards from Middle East Leading Low-Cost Airline at the World travel Awards 2015 to Three CMO Asia Golden Awards for excellence in Branding and Marketing in 2014.

A Global Leading Digital Platform

Context

Itriom, a specialist global impact platform, is dedicated to assisting Ultra High Net Worth (UHNW) families in shaping a better world. By facilitating a unified purpose among family members, Itriom empowers them to embrace change and make a lasting impact on society.

Ambition

Itriom’s mission is to provide highly experienced and innovative teams that deliver an ultra-secure, seamless, and compelling mechanism for leading principals, their families, and the Next Generation to engage in meaningful dialogues surrounding legacy and impact. Aeron was entrusted with supporting Itriom in its journey towards the next phase of growth.

Action

Aeron embarked on a comprehensive branding initiative to solidify Itriom’s position in the niche family office landscape. The goal was to develop a clear brand positioning, a defensible value proposition, and a revitalised verbal and visual identity system that would distinguish Itriom as a pioneer in its field.

Aeron collaborated closely with Itriom to articulate the platform’s unique role and purpose in serving some of the world’s most influential families. Through in-depth research and strategic workshops, Aeron crafted a positioning strategy that aligned with Itriom’s vision and lead to a digital transformation. This included the development of brand guidelines, websites, and innovative digital products.

As part of a long-term partnership, high impact brand films were commissioned to use as selling tools, communication offerings and brand and client proposals and presentations.

Results

Through a collaborative partnership with Aeron, Itriom has successfully solidified its position as a leader in its sector. With a refreshed brand identity, a powerful digital presence, and compelling content, Itriom is well-equipped to continue its mission of empowering UHNW families to shape a better world.

About Aeron

We are Aeron, a London brand design consultancy that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

In an era defined by environmental consciousness and consumer scrutiny, the water industry stands at the intersection of sustainability and innovation. This article explores how leveraging these twin pillars can not only enhance a brand’s image but also contribute to a thriving, eco-conscious bottom line.

Embracing sustainability:

Sustainability isn’t just a buzzword; it’s a cornerstone of responsible business practices. For water companies, adopting sustainable measures in sourcing, production, and distribution is essential. By prioritising responsible practices, such as ethical sourcing, eco-friendly packaging, and minimising waste, a brand not only reduces its environmental footprint but also resonates profoundly with eco-conscious consumers. Transparent communication about these sustainability efforts builds trust and credibility. Consumers increasingly seek brands that not only deliver a quality product but also align with their values. A transparent commitment to sustainability establishes a brand as a conscientious industry leader, garnering long-term customer loyalty and support.

Pioneering innovation:

Innovation drives progress, and in the water industry, it’s a game-changer. Investing in cutting-edge technologies for purification, packaging, and distribution not only enhances product quality but also minimises waste and streamlines operations. Forward-thinking brands are exploring innovative filtration techniques, smart packaging solutions, and sustainable sourcing methods to stay ahead in an evolving market. By staying at the forefront of technological advancements, a brand signals its commitment to delivering the best quality water while minimising its environmental impact. This not only attracts environmentally conscious consumers but also positions the brand as a pioneer in the industry.

The synergy of sustainability & innovation:

The true magic happens at the intersection of sustainability and innovation. Brands that successfully blend these elements not only reduce their environmental footprint but also carve out a distinctive identity in a competitive market. Consider, for example, a company that pioneers a breakthrough in sustainable packaging while simultaneously implementing responsible sourcing practices. Such a brand not only stands out for its commitment to the environment but also sets new industry standards. Moreover, integrating sustainability and innovation isn’t just about product development. It’s about creating a brand narrative that resonates with consumers. Sharing stories of how sustainable practices and innovative solutions are making a positive impact on the environment not only engages customers but also fosters a sense of shared responsibility.

In today’s conscientious marketplace, sustainability and innovation are not optional add-ons but fundamental drivers of success. Water brands that prioritise these elements stand not only to bolster their image but also to contribute meaningfully to a sustainable future. By championing responsible practices and embracing cutting-edge technologies, water companies can forge a legacy of environmental stewardship while reaping the rewards of a loyal and eco-conscious customer base. Remember, it’s not just about selling water; it’s about selling a sustainable and innovative solution.

In today’s brand-saturated marketplace, the task of crafting a brand name that not only grabs attention but also sets your brand apart can seem like a formidable challenge. However, armed with a strategic mindset and a dash of creativity, it remains entirely possible to forge brand names that are both distinctive and unforgettable, resonating powerfully with consumers. Here, we present seven expert strategies to guide you through the process, ensuring your brand captures the hearts of your target audience while making a bold statement in even the most crowded marketplaces.

• Define Your Brand Identity:

Embarking on the naming journey requires first and foremost a clear understanding of your brand’s identity, values, and intended audience. This foundational step ensures that the chosen name aligns seamlessly with your brand’s core essence, effectively appealing to your desired market.

• Research and Brainstorm:

Thorough research is paramount in uncovering existing brands and naming trends within your industry, guarding against inadvertently echoing established entities. Armed with this knowledge, ignite your creativity by brainstorming a diverse array of ideas, and pushing boundaries beyond the obvious.

• Prioritise Uniqueness and Memorability:

The hallmark of a truly outstanding brand name lies in its distinctiveness and originality. Explore unconventional approaches, intertwine unrelated words, or even coin entirely new ones. A memorable name wields the power to leave an indelible mark on consumers, demanding attention through its catchiness, ease of pronunciation, and ability to evoke positive emotions.

• Consider Brand Associations:

Contemplate the emotions, values, and messages you aim to convey through your brand. A well-crafted name should effortlessly evoke the desired associations, forging a robust connection with your target audience. Rigorous research is imperative to ensure the name carries no negative connotations across diverse cultures and languages.

• Test for Availability:

Once a shortlist of potential names emerges, it’s imperative to conduct rigorous checks for trademark and domain availability. Delve into relevant databases and seek counsel from legal professionals to sidestep potential conflicts and secure vital intellectual property rights.

• Seek Feedback and Refinement:

Harness the insights of trusted colleagues, friends, or focus groups to gain valuable perspectives on the appeal and perception of the proposed brand names. This feedback loop plays a pivotal role in refining and ultimately narrowing down the list to a select few potent contenders.

• Safeguard Your Brand:

With your brand name chosen, it’s paramount to secure the associated domain name and trademark rights, fortifying your brand’s identity against potential infringements. This proactive step protects your investment and ensures uninterrupted progress in the future.

In a world teeming with brands, the art of crafting a brand name that stands out necessitates thoughtful planning, creativity, and an intimate comprehension of your brand’s essence and target audience. By diligently following the steps outlined above and championing originality, your brand can rise above the noise, etching a lasting impression on consumers and gaining a competitive edge in an oversaturated marketplace. Remember, a remarkable brand name marks only the initiation of a triumphant brand strategy; it’s your steadfast commitment to promises and unwavering delivery of exceptional value that ultimately charts the course for your brand’s enduring success.

A sustainable brand stands as an embodiment of the harmonious integration of environmental, economic, and social considerations within its business operations (Forbes, 2018). In the contemporary marketplace, the term “sustainability” has often been confined to ecological concerns, obscuring its comprehensive significance. Yet, it is broader than this, serving as the cornerstone for embarking on the path of sustainable branding.

Recent research underscores that over 90% of CEOs recognise sustainability as a foundational pillar for achieving triumph. However, this paradigm stretches beyond the realm of ecological stewardship. In a landscape shaped by conscientious consumers and shifting market dynamics, a remarkable 88% of business school students view environmental and social imperatives as paramount in the world of business.

Simonetta Lein, contributing to Forbes, reflects that “my optimism stems from the fact that the zeal to transition into a sustainable society comes from a place much deeper. We can talk about the power of technology in transforming almost every aspect of the world, but technology remains powerless without a strong human response.”

This assertion underscores the pivotal role of human sentiment, in bridging the gap between brands and sustainability. Establishing this connection stands as a formidable challenge for businesses, particularly when immediate returns might not be tangible. However, consumers wield transformative potential. A substantial 66% of consumers are inclined to invest more in products from sustainable brands, and a resounding 73% of surveyed millennials share this sentiment.

Consumers are drawn to brands that not only vocalise pro-social principles but also exemplify ethical business practices and champion eco-conscious manufacturing. However, for businesses to fully reap the long-term rewards of prioritising ethical and sustainable practices, an unswerving commitment to sustainability is a prerequisite.

Forging a cohesive vision for a sustainable future

Amidst the intricate tapestry of global challenges, the import of sustainable branding looms undeniably large. It signifies a brand’s unequivocal dedication to instigating constructive transformation—a transformation that seamlessly integrates environmental preservation, economic parity, and societal advancement.

From the acknowledgement by CEOs of sustainability’s pivotal role to the burgeoning wave of startups championing eco-friendliness, the evidence is glaringly apparent. To effectively resonate with discerning consumers, businesses must craft authentic brand narratives and establish a compelling link with sustainability initiatives.

In this pivotal juncture, consumers demand more than mere products; they reach for brands to serve as catalysts for change. The essence of sustainable branding goes beyond fleeting trends; it encapsulates a shared vision, a resounding narrative, and a pledge for an enhanced, more sustainable future.

In today’s world, where environmental consciousness is more important than ever, companies have a unique opportunity to showcase their commitment to sustainability through their brand identity.

Beyond merely offering products and services, businesses now possess the opportunity to eloquently demonstrate their unwavering commitment to sustainability through their brand identity.

A brand’s identity expends beyond its visual appearance; it is a statement of a company’s values and aspirations. By integrating sustainability into branding, businesses can communicate their dedication to making a positive impact on the planet.

In a world where consumers increasingly seek out brands that mirror their eco-conscious values, cultivating a sustainable brand identity takes on profound significance, encapsulating not just visual elements but an ethos that resonates the companies’ wider values.

An illustrative case in point is Belu Water, a beverage business and social enterprise driven by a resounding purpose. This purpose permeates every facet of their marketing and operations. Belu Water’s commitment to advancing United Nations Sustainable Development Goals (SDGs) 6 (Clean Water and Sanitation), 12 (Responsible Consumption and Production), and 13 (Climate Action) is vividly reflected in their identity.

Their messaging, “that not all drinks are created equal,” succinctly encapsulates their call for change. In the pursuit of this transformative purpose, Belu Water channels its profits into combating carbon emissions, championing a circular economy, and eradicating water poverty. This exemplifies a tangible manifestation of how a brand’s identity can extend beyond the visual, serving as a potent embodiment of a company’s values and aspirations. Belu believe that it’s a consumers should have the choice to ‘do good’ with their purchasing, and since 2011 have gifted over 5.5 billion to WaterAid.

The Belu Water example stands as a testament to how a brand’s identity can transcend aesthetics, acting as a proclamation of its inherent values and aspirations. In this way, the importance of building a sustainable brand identity cannot be understated, both as a means of transforming a brand’s identity into a powerful vehicle for articulating their dedication to sustainability but to continue to attract eco-conscious and ethical consumers.

Concept & Packaging Design Al Ain Plus Water Brand

Context

Al Ain water is the UAE’s leading water brand.

Brand Development

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Digital Platform

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About Aeron

We are Aeron, a London brand packaging design agency that specialises in business transformation, brand strategy and design. Our purpose is set on helping ambitious businesses thrive in today’s market place.

Based on fundamental insights, our London brand design consultancy is expert in helping organisations define their brand purpose; a clear, relevant, ownable and defendable territory – which delivers genuine value to customers.

With a reputation for linking brand strategy and innovative design with clear financial outcomes, our London branding agency combines intelligent data, imaginative insight with inspiring creativity and transformative digital technology to deliver enduring growth.

Have you noticed lately that it seems as if everything is getting a reboot, for example, Space Jam, Top Gun and even the Motorola Razor. To some people, this ongoing trend of blast from the past might come across as a lack of creativity that banks on the success of past popularity, but we think it goes much deeper than that.

Our branding agency in Dubai suggests that when properly utilised, nostalgia marketing is a highly effective way to excite and targeted audiences and bring forth brand affinity that most consumers will never forget. Aeron Branding’s marketing consultancy Dubai has come up with a list of a few ways to get it right!

Follow the nostalgia trends on social media 

Social media is a melting pot of trending nostalgia, where users can reminisce and feel connected to a wider community of individuals who share the same interests. It is as simple as following the right hashtags, for example #nostalgia is a good place to start to find content and conversations about what audiences miss from the past and the brands that have made a significant impact that has carried on over the years.

As a matter of fact our financial services brand consultancy firms use social listening as a tool to stay connected to social conversations, allowing us to help our clients capitalise on moments when people are invested in their brand’s legacy.

Focus on audience and relevance

To successfully utilize nostalgia marketing as a tool in your strategy, your brand needs to have a good knowledge of what resonates with your target audience. Basically, what makes one group of people feel nostalgic could make another group feel disconnected. Variables like age, interests, and key historical events are factors that influence what we hold dear. At first glance, nostalgia marketing appears to narrow the audience you’re able to target. But at its best, it can drive your brand and legacy in front of new audiences.

Don’t force it 

Nostalgia is a powerful emotional experience that makes people feel bonded to their longtime favourite and iconic brands, products, music, movies, etc. These memories are precious to us, so if it’s redesigned or repurposed in a fashion that fans aren’t receptive to, you will hear about it.

Do keep in mind that nostalgia marketing is a tactic and not a long-term business strategy, so the worst thing your brand can do is try to force it when it doesn’t fit. For example, if your business is new and tied to being modern, fresh and innovative, market it that way.

In conclusion

What is important for any brand is that they keep listening to their customers and they base every strategic decision on this. If you need help on finding out what makes your audience nostalgic, our brand design agency in Abu Dhabi will help you start listening and determine what types of content they want to see more of from your brand.

As a brand consultancy in London, we can say with conviction that company culture sits at the heart of great branding because it is something we have observed and put into practice. What we refer to as ‘branding the inside’ refers to what the company believes vs. what it does, and it is very much what drives employee engagement and commitment to the company’s vision and mission.

You must have heard about the company cultures of tech giants like Google and Netflix, which offer free food, yoga classes, flexible schedules, fun activities, and other perks to their employees. But, let’s face it: small businesses can’t offer the same fringe benefits. They simply don’t have colossal HR teams, expensive budgets, and broad brand recognition like those companies do at their disposal just yet. Therefore, most small businesses have to be “thriftier” in how they build great company cultures.

Our branding Agency in Abu Dhabi is suddenly seeing a surge of companies and their boards are starting to take company culture seriously. Here’s why:

It determines your company’s internal and external image. 

The way our branding agency in Dubai approaches it is by telling our clients that company culture is the key identifier of how your organisation operates. Your very own company culture is visible across all aspects of your business because it represents how you conduct business. It’s deeply connected with your identity and your image, which means it determines how your people and customers perceive you.

It positively impacts work performance.

It should be a no-brainer that happy employees result in higher productivity and creativity. Strong company cultures have been proven to cause higher rates of productivity in your workforce. The reason is that employees tend to be more motivated and dedicated to employers who invest in their well-being and happiness.

Conclusion: 

To wrap this up, these are just a few of the reasons why nurturing your organisational culture is vital. There is much to gain from it and it is a good point of reflection about what your organisation actually brings to the table. If you are stuck with your branding strategy, we encourage you to look inside your organisation and ask yourself if you create guiding principles that your employees will live by on a daily basis and in difficult times. Your company culture is the glue that holds your company together.

If this blog has you thinking, we would be happy to discuss more of the benefits with you. Aeron’s marketing consultancy in Dubai and London is at your disposal and we have helped many leading companies improve their branding strategies, starting with their company culture.