five pillars that hold the world of luxury
The blueprint for success for luxury has been structured in five key phases, transforming brands and unlocking their full potential.
The development of an industry-leader can be broken down into three fronts: Strategy, Identity and Activation. First, we understand our customer and the purpose of our brand in their lives; Then, we structure the brand's identity to create a deep, magnetic force of attraction inside our audience; And to make this force stronger and stronger to the point of irresistibility, we need to put out several activation points between the first connection and the first purchase.
This is done through five phases, each of them with their own techniques and technologies. In detail, here's what The SIGMA Method covers:
PHase i: branding ARCHITECTURE
This is a process of creation of the personality that the brand is going to assume, so that everything (from colors and fonts to the texts and the positioning) points to the same center. This way, we have more control over what people will feel and say when thinking about the brand. A well planned branding strategy leaves a permanent mark in the minds of the audience, making the brand the first option when buying or recommending it to a friend.
Market Research
We start by comprehending the market, looking from the biggest to the smallest competitor and understanding what they have built. From there, we can create a solid strategy without unintentionally advertising for a competitor.
Persona Research
After understanding the competitive landscape, we focus on the ideal client, discovering their fears and desires and depicting their image of the existing competitors in the market.
Brand Positioning
Knowing both what the clients want and what options they already have, it is our duty to define the brand's position, ensuring that you stand out from the competition.
Differentiation strategy
With a complete analysis of the market and the competition, we design a differentiation strategy consisting of defining details that will place the brand on a different level from that reached by other brands in the field, without making it lose its essence.
Naming
Great names don't come easy: They need a precise strategy to flourish. We'll help you define the best name for your new brand, product or technology.
Archetypal mapping
Following Carl Jung's theory of the 12 archetypes, we define a main archetype (or more) and structure the brand's personality within this model. This allows the brand to communicate on deeper levels with its audience, activating parts of the collective unconscious.
Storytelling
Narratives change the world, and move businesses. Using the previous pillars and other information collected, we create a storytelling strategy that will be installed behind the brand communication, taking the listener on a journey towards transformation.
Voice & Message
We model the brand's communication code through a mapping of sensations provoked by what it says. Each word has the power to direct, to transform, and within a branding project, no word is used in vain.
Look & Feel
Ultimately, after the previous steps, we point every cannon to the same direction, defining the overall Look & Feel of the brand through the lens of the customer.
Market Research
We start by comprehending the market, looking from the biggest to the smallest competitor and understanding what they have built. From there, we can create a solid strategy without unintentionally advertising for a competitor.
Persona Research
After understanding the competitive landscape, we focus on the ideal client, discovering their fears and desires and depicting their image of the existing competitors in the market.
Brand Positioning
Knowing both what the clients want and what options they already have, it is our duty to define the brand's position, ensuring that you stand out from the competition.
Differentiation strategy
With a complete analysis of the market and the competition, we design a differentiation strategy consisting of defining details that will place the brand on a different level from that reached by other brands in the field, without making it lose its essence.
Naming
Great names don't come easy: They need a precise strategy to flourish. We'll help you define the best name for your new brand, product or technology.
Archetypal mapping
Following Carl Jung's theory of the 12 archetypes, we define a main archetype (or more) and structure the brand's personality within this model. This allows the brand to communicate on deeper levels with its audience, activating parts of the collective unconscious.
Storytelling
Narratives change the world, and move businesses. Using the previous pillars and other information collected, we create a storytelling strategy that will be installed behind the brand communication, taking the listener on a journey towards transformation.
Voice & Message
We model the brand's communication code through a mapping of sensations provoked by what it says. Each word has the power to direct, to transform, and within a branding project, no word is used in vain.
Look & Feel
Ultimately, after the previous steps, we point every cannon to the same direction, defining the overall Look & Feel of the brand through the lens of the customer.
PHase ii: visual IDENTITY
After creating the guidelines for the personality and the communication of the brand, it is absolutely crucial to develop a visual identity system that is able to translate the subliminal nature of branding into something tangible. A good design makes the brand more recognizable, differentiating it in the market and driving up sales.
Symbol & Logo Development
A brand's logo is often the first thing that comes to your consumer's mind. It is vital that this symbol carries more than just a name. Through semiotics, Gestalt laws and various other techniques, we can assign more information to this symbol and make it special, memorable and powerful.
Palette Selection
As in the case of typography, the interpretation of colors is done in a much deeper way than what people imagine. Choosing the colors used in the brand assets and backgrounds of each business application allows you to add another layer of depth to a brand's presentation, adding even more value to your business.
Typography selection
In addition to the words used in a text, the font chosen to transmit a message has its weight, and this weight is greater than one can imagine. The font format, its edges, connections and limitations are just some of the points that differentiate a perfect font for a jewelry store from an ideal font for sports brand ads. There is no such thing as a bad font, just a font out of context.
Brand Collateral
Every brand has their own specific print materials, for both internal and external relations. From the smallest to the biggest, we'll design every collateral to fit the brand's visual identity.
Packaging
Brands with physical products need to update their product lines and packaging to fit the new visual identity, and here we make sure the new designs are aligned with the brand concept.
Patterns & Icons
To better represent the brand, some patterns and icons need to be personalized and integrated to the visual identity project, and in this phase we figure out how these elements can tell the right story.
Social Media Design
All brand applications need to speak the same language, and social media posts are no exception. At this point, we've set guidelines for creating artwork for your business.
Brand Book
The finished product will be presented through what we call the Brand Book, containing key aspects of the brand's personality and also design guidelines that will be useful for the production of branded materials.
Symbol & Logo Development
A brand's logo is often the first thing that comes to your consumer's mind. It is vital that this symbol carries more than just a name. Through semiotics, Gestalt laws and various other techniques, we can assign more information to this symbol and make it special, memorable and powerful.
Palette Selection
As in the case of typography, the interpretation of colors is done in a much deeper way than what people imagine. Choosing the colors used in the brand assets and backgrounds of each business application allows you to add another layer of depth to a brand's presentation, adding even more value to your business.
Typography selection
In addition to the words used in a text, the font chosen to transmit a message has its weight, and this weight is greater than one can imagine. The font format, its edges, connections and limitations are just some of the points that differentiate a perfect font for a jewelry store from an ideal font for sports brand ads. There is no such thing as a bad font, just a font out of context.
Brand Collateral
Every brand has their own specific print materials, for both internal and external relations. From the smallest to the biggest, we'll design every collateral to fit the brand's visual identity.
Packaging
Brands with physical products need to update their product lines and packaging to fit the new visual identity, and here we make sure the new designs are aligned with the brand concept.
Patterns & Icons
To better represent the brand, some patterns and icons need to be personalized and integrated to the visual identity project, and in this phase we figure out how these elements can tell the right story.
Social Media Design
All brand applications need to speak the same language, and social media posts are no exception. At this point, we've set guidelines for creating artwork for your business.
Brand Book
The finished product will be presented through what we call the Brand Book, containing key aspects of the brand's personality and also design guidelines that will be useful for the production of branded materials.
PHase iii: Web/UX
One of the most powerful tools the internet can provide is a website. It is your atelier, your virtual store, your universe, and your brand should be in control of every detail of it. More than this, it’s important for it to be fast and easy to use, because the contrary means that the low performance will push users away.
Sitemapping
After understanding the user flows and the most important information for the user, we'll structure the pages and groups of pages to provide the best user experience.
Wireframing
The data collected from previous research and the structures created in the sitemapping process will help us design the visual aspect of the website, with the key structures and content layouts being defined in this phase.
Visual Design
After completing the wireframing process, we'll add real images and copy to make these concepts real, preparing them for the development.
Web development
We create our websites through Webflow, a powerful and client-friendly platform. Our projects are no-code or low-code, that is, we create powerful websites that are easy to manipulate and edit.
SEO
The main objective of the website will always be to provide answers to the questions that the customer has, and for that it is necessary to align search intent and the keywords used by the average user and to write the text of the site taking all of these into account. On top of that, we'll make sure every single page is properly optimized and structured to allow Google to rank the domain as high as possible.
Sitemapping
After understanding the user flows and the most important information for the user, we'll structure the pages and groups of pages to provide the best user experience.
Wireframing
The data collected from previous research and the structures created in the sitemapping process will help us design the visual aspect of the website, with the key structures and content layouts being defined in this phase.
Visual Design
After completing the wireframing process, we'll add real images and copy to make these concepts real, preparing them for the development.
Web development
We create our websites through Webflow, a powerful and client-friendly platform. Our projects are no-code or low-code, that is, we create powerful websites that are easy to manipulate and edit.
SEO
The main objective of the website will always be to provide answers to the questions that the customer has, and for that it is necessary to align search intent and the keywords used by the average user and to write the text of the site taking all of these into account. On top of that, we'll make sure every single page is properly optimized and structured to allow Google to rank the domain as high as possible.
PHase IV: CONTENT ENGINEERING & public relations
Content creation is crucial not only for the brand to keep its clients closer, but to sell a why and inform more about the brand. It is important to know where your client is, which content format they want and what they want to know about you.
Channel Mapping
Each brand has a special target, a special message, and these specific demands sometimes mean that this brand will not be present in a certain platform. In this step, we'll analyze the different objectives of the brand's communication and define which channels are worth using.
Creative Direction & Content Strategy
Here, we will incorporate the Voice & Message that we've built earlier into the brand's content, making sure every single material is aligned with the brand's unique positioning. We'll also define aspects such as formats and scheduling
Engagement Tags and Analytics
As with websites, social networks also have tags and they are very relevant to increase the reach of a publication. In this step, we study the best tags to reach the audience designed in the briefing and analyze the engagement achieved by the publications, continuously optimizing to achieve the best possible results.
Corporate Reputation
A brand's communication has to be aligned with a core narrative. We'll craft this narrative and establish guidelines to ensure key stakeholders will have the right perception of the brand, increasing favorability and safeguarding the company against potential risks.
Executive Positioning
As CEOs become more public, brands need to work their leaders' image to instill trust, which is something we will take care of for you.
Channel Mapping
Each brand has a special target, a special message, and these specific demands sometimes mean that this brand will not be present in a certain platform. In this step, we'll analyze the different objectives of the brand's communication and define which channels are worth using.
Creative Direction & Content Strategy
Here, we will incorporate the Voice & Message that we've built earlier into the brand's content, making sure every single material is aligned with the brand's unique positioning. We'll also define aspects such as formats and scheduling
Engagement Tags and Analytics
As with websites, social networks also have tags and they are very relevant to increase the reach of a publication. In this step, we study the best tags to reach the audience designed in the briefing and analyze the engagement achieved by the publications, continuously optimizing to achieve the best possible results.
Corporate Reputation
A brand's communication has to be aligned with a core narrative. We'll craft this narrative and establish guidelines to ensure key stakeholders will have the right perception of the brand, increasing favorability and safeguarding the company against potential risks.
Executive Positioning
As CEOs become more public, brands need to work their leaders' image to instill trust, which is something we will take care of for you.
pHase V: tRAFFIC mANAGEMENT
In the last phase we show the final product to the right people: Here, we take care of the ads, who they are shown to, which are the conversion rates and how we can improve all that.
Audience Profiling
According to the persona we created in the briefing, we will ensure that the target audiences for the strategies never deviate from the pattern previously established.
CRM & Marketing Tool Integrations
To create the best strategies, we need to use the best tools. As a technology agnostic brand, we make sure you have the best tools for your brand, taking care of the installation and integration to allow the data to flow between platforms.
Email Marketing & Loyalty Management Strategy
The customer-brand relationship often starts at the website, but it surely does not end there. Our Loyalty Management Strategy covers email automations and programmatic activations that maintain your clients close to the brand.
Programmatic Advertising
Using key metrics as a reference, we create and manage each campaign, with the aim of extracting the best result with the lowest possible costs, maximizing ROI.
Data Analysis & Translation
To allow you to understand what is happening on a weekly basis, we translate the complicated acronyms into understandable reports.
CRO (Conversion Rate Optimization)
After creating the website structure and accelerating traffic to the pages, we constantly optimize page layouts and copy to increase conversion rates to the best possible numbers.
Audience Profiling
According to the persona we created in the briefing, we will ensure that the target audiences for the strategies never deviate from the pattern previously established.
CRM & Marketing Tool Integrations
To create the best strategies, we need to use the best tools. As a technology agnostic brand, we make sure you have the best tools for your brand, taking care of the installation and integration to allow the data to flow between platforms.
Email Marketing & Loyalty Management Strategy
The customer-brand relationship often starts at the website, but it surely does not end there. Our Loyalty Management Strategy covers email automations and programmatic activations that maintain your clients close to the brand.
Programmatic Advertising
Using key metrics as a reference, we create and manage each campaign, with the aim of extracting the best result with the lowest possible costs, maximizing ROI.
Data Analysis & Translation
To allow you to understand what is happening on a weekly basis, we translate the complicated acronyms into understandable reports.
CRO (Conversion Rate Optimization)
After creating the website structure and accelerating traffic to the pages, we constantly optimize page layouts and copy to increase conversion rates to the best possible numbers.