Warren Beeby, creative director and founding partner of BB/Saunders, describes their branding process as 'inside out'. "This means you need to get very close to the centre of what a brand's about: its values, how the people see what they do, why they do it, who they do it for, and the principles that govern it." In short, without understanding who a company is and its place in the market, you can't create a brand that really represents them.
The Heart FM team had already done some positional research before BB/Saunders pitched to them. It wanted the station to be more contemporary, but to maintain its 'feel good' image - to be about those moments where you think, "I love that tune". It was important not to come across as too modern, or challenging to listen to - like a dance radio station - and to preserve its warm, friendly perception with its slightly female-biased listenership.
