The Sentry is much more than a new property management company in Vietnam. Born with the heart and mind of a sentry guard, the company is a property management brand and project marketing firm. In addition to a technical specialist who speaks, thinks, and acts with a deep understanding of, and respect for, their customers. The creators of this brand have quite literally walked in the shoes of their customers. This company speaks their language to protect, manage and future-proof their clients’ most important assets.
Where did we first step into this brand creation story? Right at the beginning; a blank canvas. At a Brand Strategy workshop, we used the Design Thinking recipe combining ‘Rose’ (positives) – ‘Thorn’ (negatives) – ‘Bud’ (opportunities) and ‘Affinity Clustering’ to allow all client and customer stakeholders to input and align in defining what the customers’ ‘real problems’ were that needed to be solved by our future brand.
With customer problems well-framed, this inspired Doodle and the client team to co-create the concept of ‘sentry’ and envision ‘the sentry’ as THE trusted, long-term, protector of some of their clients’ most important property assets
From there, a range of branding, products, and services were defined and tested. ’The sentry’ brand proposition ‘One of you’ was born, underlining the empathy, alignment and closeness of the partnership that was to be achieved between the client and future customers through ‘Capable, Considerate, Confident’ service.
Brand logo/identity guidelines, a website and key communication messages all followed to bring the brand fully to life.
