About
Growler specialises primarily in branding, design and marketing, our focus is tailoring and managing the provision of these and other associated services around your constraints, whether they are time, financial or other.
How We Work
Our working relationship begins with a series of questions. This carefully crafted research will create the foundation that will guide the positioning and strategic recommendations. Together we'll uncover: What is the current state of the brand? What are the opportunities or limitations for success? What are the key influencers of customer purchase decisions? What barriers need to be overcome? This may be just helping you to write a brief or technical specification. This insight will provide critical insights to the internal and external perceptions of the brand and will help shape your unique positioning.
The End Result
Your company's strengths and competitive advantages are then determined and aligned to meet customer expectations and finally distilled down into actionable steps and recommendations which will be used through your identity and marketing tools.
Why The Name Growler?
Growler is simply a slang term for 'small iceberg'. The concept of ‘the branding iceberg’ originally appeared in the late 1980s and is a graphic way to demonstrate that most of the elements contributing to a brand’s reputation – things like superior innovation, highly motivated employees or excellent quality – are invisible to the customer, and outside the direct control of marketers. Using the iceberg analogy, they are below the waterline.
The graphic of the branding iceberg illustrates that brands are business systems, not just names and advertising. Branding goes well beyond names and symbols. Strong branding is the result of a successful business strategy, so whether you see your business as a brand or not, branding as a process is a proven driver for success.
