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Branding / Brand Identity / Corporate Identity

You run your business, you easily speak about it in a one to one situation, or to a small audience. Given a platform to express yourself, you are able to put forward the various reasons why your company, products and services are great, and why they are of value to your clients. Also, you will have no difficulty in getting the message across as to the values, moral ethics, beliefs your company stands for / represents, how you are different from the other companies in the industry, how you may want to change perceptions about your industry, how your values and professional ethics are crucial to define who you are and why people should choose you.

Yes, when you run your company, or are involved in a business at sales or executive level, you can do all this quite easily, honestly, with confidence and certainty in your message. And you will often convince your audience to use your company and get new business this way.

Now, how do you do the same thing to reach millions of people you will not have a chance to meet and speak to directly?

The answer: Your Brand will do it for you.

What is a brand?

A brand is reflected by a set of images, graphics, concepts, words, slogans and ideas representing a business. It is a mixture of verbal and non verbal attributes, such as the company name, slogan, mission statement etc. and a set of symbols such as the logo, colour palette (colour scheme) which is used for all variations and types of designs / graphics representing the company, adverts, website, business cards, brochures, folders, DVD's, media and all graphics scheme that are made public representing the company, its products or services.

Brand recognition is what a business wants most to achieve when entering a branding / re-branding process. The idea is not only to be "instantly recognisable" by the customer, but in a much deeper way, to be recognised while transmitting a set of values and positive messages that are instantly "felt" by the customer.

Of course, brand recognition is strengthened with the accumulation of experiences with the specific product or service. The more your Brand is "out there" through the influence of advertising, your website popularity, and media publications, the more Brand Recognition you will achieve. This is why a successful brand needs to have a coordinated approach to their branding and marketing in order to allow the brand to be experienced by potential customers.

In short, a brand is a symbolic representation of all the information related in any way to a company, and its products or services. A brand's purpose is to create associations in the mind of consumers, a desire, expectations to experience the products and services supplied by the company and "be part" of the implicit values those products or services represent.

Branding requires a great deal of research! the key is "implicit values", which means that the Identity defined will have to speak to the potential consumer on a sub-conscious level - the sub-conscious being very symbolic / imagery driven and triggered, that then tells your conscious mind that this is "right for you".

So, your branding exercise would be a comprehensive study of your Brand and its perception in conjunction with the values and attitudes you wand people to feel, the emotional message you want the client to perceive when buying your products or services.

It is a complex exercise, requiring skill and time.

Is it expensive?

It can be, but doesn't have to be for most small and medium size businesses.

The myth about branding cost:

When you hear on the news that such and such company has paid £100K or more for a logo, your rational mind tells you: "What a bunch of fools this company must be". You may not even like the logo and think it is a huge waste of money and resources the business could have used towards a more productive task.

However, the media only give you "the short story". Of course, No one in their right mind would pay 100K for a logo. This is nonsense.

What the "big brands" pay for is for a creative agency to help them understand, define, and transmit their vision of the business, its products and services to consumers and create positive associations towards such products and services.

This will result in a new logo, but also a set of graphics, colours, words that will be the core to all future actions undertaken by the business in regards to communicating with their potential customers.


We are extremely competitive in terms of pricing and the quality of our work is nothing short of excellent.

 

Please contact us to see how we could help you »

 
 
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