Branding

Your Brand is Your Story, A Story that is Always Being Told..
See below the steps we take when branding or re-branding your company

1. Competitor

Research

It is a common mistake for companies and brands to not understand their competitors, where their strengths and weaknesses lie and where you can be more compelling with your service or product offering. Doing a structured competitor analysis will allow you to make key decisions that will differentiate your company or brand and put you on a clear path to success.

2. Colour Pallet

Analysis

Do you notice how relaxed you feel in a green room? Or how bright yellow flowers can instantly lift your mood but the sight of red can send your pulse racing?

In fact, there is no escaping color. It is all around us, continuously affecting our thoughts and emotions. We even use colors to describe how we are feeling in everyday sayings like “seeing red”, “feeling blue” or being “green with envy”.

But what does this “psychology of color” have to do with you, your business and your website?

Quite a lot as it turns out.

In fact, you need to carefully consider the colors of your website and your entire brand identify. Not only for the psychology of color that is at play but also for the associations that are evoked.

Even allowing for cultural differences, there is a potent relationship between emotions and colors.

Take a look at your website color scheme for a second. Do you know what your website and brand identity colors are saying about you and your brand?

Are they communicating your message correctly? Or are they scaring off your customers?

You’d be surprised by how many businesses don’t put a single thought into their brands color scheme or learn why certain colors are better than others for encouraging engagement and sales.

3. Brand

Auditing

In the most general terms, a brand audit is a detailed analysis of your brand in its current state. By determining which qualities of your brand are currently effective and which are not, you can restructure your identity and your messaging goals to produce better results. That's the corporate-speak way of saying it. The plain way to say it is this: you're giving your brand a makeover, but first you need to find out what's in style.

Over the course of your brand audit, you'll take a look at your current branding, which includes, among other qualities:

The standards of your brand image and voice
The demographics of your target audience
The mission and strategic objectives of your company
The strategies you use to reach your goals

Since brands tend to become less relevant gradually, it's hard to pinpoint the exact moment when a brand needs to be updated. It's even harder to notice dwindling audience numbers or unfocused messaging when your objective data does not indicate a single identifiable instance of disinterest. Still, it's important to be as objective as possible during the brand audit. We will base our analysis on measurable metrics, not subjective opinions.

4. Brand

Positioning

Positioning is the heartbeat of an effective communications plan. A well-crafted positioning statement defines your company’s direction. It answers seven essential questions:

who you are
what business you’re in
for whom (what people do you serve)
what’s needed by the market you serve
against whom do you compete
what’s different about your business
what unique benefit is derived from your product or services

Ultimately we can help with the positioning statement, lending advice as to what “rings” well but this is a task best initiated by management within your company first.

Creating a positioning statement is a lot like creating your company vision or welcoming statement. It’s an opportunity to deconstruct the work you do and then sum it up in as concise a fashion as possible.

5. Tagline and

Descriptor Creation

In short (because tag lines are short), a tagline is simply a short set of words that companies use to associate with their company or brand. It’s a quick summary of the advertising campaign that you are undertaking. It’s the essence. So the best way to begin creating one is to first figure out what segment(s) of the market you’re going after, based on what these segments really care about. Use the positioning statement as a launch pad for your tagline.

For example, BMW positions itself on performance and drivability. Therefore, it’s not surprising that its tagline is “the ultimate driving machine”. Great tag lines are defined by great marketing. “Just do it” is sublimely simple. Those three words carry with them considerable weight and meaning for many consumers. However, would it have been as effective if not backed up by such a high-profile creative?

We can help you create an impactful tagline that will describe your business and resonate with your target audience.

6. Brand Identity

Design

A Brand Identity is the visual expression of a brand that is communicated to the outside world. It includes its name, logotype or mark, communications, and visual appearance. An identity system and identity guideline manual allow for the consistent use of the brand through all consumer touch-points. This allows a brand to be easily recognised and to gain awareness in the marketplace.

A brand identity creates an emotional connection and reflects the brand positioning and desired image.

Our brand identity process is comprised of six steps. It starts with an analysis of your business needs and ends with the application of the brand identity across several pieces of marketing communication.

Steps 1 and 2 are the research and analysis of the marketing situation, creating a document that defines the marketing strategy behind your brand identity. Steps 3-6 are where the creative work is performed and involves exploration of the logo mark and logo type. Refinements and selection of the most successful work is done at this point. Lastly, the final logo is selected and brand identity guidelines are created.

Review, Research and Analysis
Define Strategy
Brand Identity Development
Refinements and Contextual Application
Identity System and Guidelines
Logo Implementation

This is a proven system that will allow us to provide your company with a brand identity design which reflects your business in it entirety.

7. Brand Bible

Development

Every brand, from the smallest website or startup, to corporate giants such as Nike or McDonald’s, need a set of branding guidelines and rules to maintain their identity. This document, which can range from a couple of pages, to several hundred, is the thread that holds together all that the public sees from a company.

A brand bible establishes the voice and personality of a company. It governs every aspect of communication. It is the basis for all interactions on behalf of a company – personal communications, social media, advertising and design. While a brand bible focuses on many things, here we are going to look at how it affects design.

The brand bible establishes rules for creating a unified and identifiable presence for your brand. This includes everything from the design of a logo and how it can be used, to letterhead, the look of a website, personal communications etc.

The brand bible helps employees to properly use and communicate the message of a brand. It outlines brand goals and the company philosophy. Further it answers a few key questions: What is the correct spelling and use of the brand (and afflicted) names? What images are associated with the brand and product lines? In what ways can/should the company logo be used? What are people allowed to say about the brand? What marketing tactics are preferred or encouraged versus what marketing tactics should not be used?

It also serves as an essential guide for designers. A good brand bible outlines all of the basic design tools that are needed to create and disseminate company communications – from allowable typefaces and styles, to a color palette, to image use, text and tone, and the values associated with the brand.

8. Brand Application

Plan and Rollout

Just like other change management operations, a brand rollout needs to be strategically planned and implemented. When done poorly, employees are unhappy and customers are confused. When done properly, the transition from one company name and logo to the new company name and logo is a cause for celebration and a bonding experience for everyone involved. Let’s toast to your successful brand rollout…with matching branded glasses, of course!

Having experienced professionals is vital to a successful brand rollout. There are steps that need to be taken to ensure this is done correctly and to ensure that there is no confusion.

9. World Class

Graphic Design

With all branding and re-branding projects there are other elements and collateral that need to be designed with your new brand.

We offer a full graphic design service with world-class experienced designers. Designing something and coming up with a visual that works are two separate things. Design is not just about putting graphics and images together with a unique twist, it is about understanding a brief, researching and coming up with something that will truly blow you and your customers or clients away.

Examples of What We Do

Brochures
Booklets / Leaflets
Magazines
Portfolios
Info Graphics
Flyers and Posters
Stationary
Bilboard and Signage