As consultants in Corporate Identity and Branding, we create fully realised branding solutions from inception or provide a comprehensive brand rejuvenation service, reviewing and updating an existing brand's identity to resonate with a target market and demographic. As part of the project we'll develop documentation to ensure consistency across your brand.
Your brand is the visual manifestation of your company and is how your target audience recognises and forms an opinion about you. It differentiates your offering from your competitors and more often than not, informs your customer’s first impression. Branding success is achieved by thoroughly understanding your target market, their needs and expectations - this is where we add value. We believe your brand isn’t just a graphic, it should embrace your organisation's core values, representing your offer across a range of touch-points.
Businesses differentiate themselves from competitors by developing brand and identity strategies. Although these sound similar (and they share similarities) a brand and corporate identity are two different things. Understanding how the brand and identity play a role in your business can help communicate your values effectively to your existing and potential customers.
A corporate identity influences the internal dynamic - how the business is run, how it is organised, its ethics, its house-style/tone-of-voice (and how this is realised in the marketplace) comprise its identity. The identity exhibits distinguishing characteristics that differentiate competing businesses in the same market sector. The quality, focus and any innovation offered by the product/service offering , in addition to its uniqueness, contributes to the organisation's corporate identity. The Identity is often comprised of a logotype/name-mark, and/or device (graphic element). For example, McDonalds use a graphical representation of golden arches with it's logotype. Ping Golf use a stylised logotype (the name Ping was taken from the sound heard as a putter strikes a golf-ball).
Branding deals with emotion, creating a positive connection with prospective customers within the target demographic. Does the customer feel an affinity with the company? Is the customer confident the product or service will meet their set of expectations? A Corporate Identity beings influence to bear on these emotions. An organisation may review or revise its Corporate Identity to increase affinity with its target market. It's important to research the existing market and potential customers to understand how the business is viewed and related to before embarking on a design project to align the identity with the target market and demographic. It's also crucial to understand that in re-designing an Identity, there may be a section of potential customers who no longer feel a connection with the new Identity and its perceived values, this sacrifice in affinity may be required to align with a new demographic which presents more potential to the business.
Redesigning a corporate identity logotype and device may not be sufficient to reposition the product or service offer. To significantly impact customer perception of your business, you'll need to deliver on the values cultivated by your Identity and Branding. Making a widespread change to your corporate identity including the logotype and device, will influence customer perception if the product or service offer deliver on those values. By elevating your customers' emotional response and connection to your business and product or service will in turn strengthen the values in the Brand; this is referred to as Brand Equity.