Branding

Branding

“Branding is the overarching idea or image of your company that is associated with your product or service and might define it in the eyes of your customers”

Successful branding involves combining the visual and narrative aspects of a company such as its its logo, corporate look and mission statement to create a strong, cohesive theme throughout all of its marketing communications. This helps to forge a strong, favourable image of the brand, its products or services in the mind of the customer. Strong branding helps a business distinguish itself from its competitors and build a loyal customer base.

We help our clients to create distinctive brands which can significantly improve the bottom line by gaining competitive advantage, lowering the cost of winning and retaining customers. We are experts at delivering the following services:

Brand Refresh/Evolution

The aim of a brand refresh is to respect the brand equity of an established brand, whilst carefully modernising that brand, to create create a more current and updated image for a company. 

A brand refresh allows a company to retain  keep it’s competitive edge while improving the bottom line by demonstrating its continued development and growth. 

It involves making subtle changes to a company’s look and feel, typically around the use of colours, typography, styles, and written tone of voice.

A full set of brand guidelines is produced as part of this process to capture these changes. and to circulate internally and externally. These will cover among others guidelines such as the correct use of the logo, pantone references, positioning, fonts, and the use of imagery and brand language.

A consistent and cohesive, strong and modern brand for your organisation can be an important step on the journey to growth, as well as providing a talking point with long-established customers around the plans that the business has to ‘take it to the next level’.

Brand Value Survey

Brand values are a set of guiding principles that shape every aspect of your business. They’re placed at the very core of your brand and are there to dictate your brand message, identity, and personality. Our brand values survey is designed to provide a better understanding of your company’s reputation which is then used to produce a brand strategy and marketing plan.

Sometimes included as part of a wider Customer Perception Survey these give valuable and first-hand feedback of their experience of the business. The questions are designed to explore quickly and simply how they feel about the company’s brand. The results provide three key outcomes:

1. A check against the business’s published ‘values’ – are they borne out by the customer experience? Does the brand currently convey additional values?

2. Similarly, do customers concur with the themes of a SWOT analysis.

3. We can use the findings to develop the brand language, descriptors, propositions, tag lines and general communication of competitive advantages.