Brand identity is the core of our business because it represents the greatest marketing communications return on investment for our clients.
Brand identity is more than just names and logos. It is the art and science of using strategies, words and imagery in order to build a favorable perception.
A healthy brand identity process has four stages:
Brand Strategy - establish (or make sure you have in place) a positioning strategy that defines your brand in a way that is highly attractive to your audiences and that differentiates from your competition.
Brand Identity Development - your trade name and logo should single-mindedly reinforce your brand strategy. Adjust or create as necessary. Tag lines and trade dress should undergo the same rigorous scrutiny.
Brand Identity Promotion - every point of contact (packaging, signage, advertising, interactive, etc.) is an opportunity to create consistent and motivating brand impressions. The stronger the brand identity, the greater the impact and efficiency here.
Evaluation - market feedback is indispensable for gauging both the soundness of overall brand strategy and the effectiveness of tactical campaigns. Strong brands learn as much from their missteps as from their successes.
Please contact us if you are interested in exploring how the disciplines of brand identity may help your business.
"Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands."
- Peter Drucker