BrandingBranding

Branding

We offer top down, bottom up branding services. You might be starting out with a big idea or a blank sheet of paper; we can advise you on naming, positioning, strategy and how to express your idea. If you have an existing brand in place and are looking for a refresh or need you brand to be implemented across an array of materials, we can help.

Branding
The aim of every company is to achieve its potential by maximising the use of their assets, but not every company appreciates that their brand is their most important asset. We can help you develop your brand using creative concepts, visual identity, marketing and strategic planning, working in partnership with you to help you realise your full potential. We can help you to manage your brand so that it grows in value.

By using a brand audit to examine the effectiveness of your brand, we can see how it compares to its competitors in the marketplace and help you develop a sustainable brand strategy that will deliver your long-term vision. This strategy communicates your brand personality to your customers, shareholders, employees and suppliers, as well as your competitors and the wider community. The strength of a good strategy helps to identify the need for targeted solutions, such as individual advertising campaigns.

A brand encompasses all the thoughts, feelings, associations and expectations that a customer or potential customer experiences when exposed to a brand. This is why consistency is so critical. Consistency can only be achieved through complete declaration to the brand and the brand strategy. Lack of consistency is the most common reason for brand failure.

What do we mean by the word brand?
The exact meaning of the word brand can often be confusing; it is much more than a logo or company name and so it is important to ask; what is a brand?” Put simply, a brand represents the identity of a company, its personality and values. A brand creates the associations and expectations that people make when they think about a specific product or company.

Successful branding has the ability to not only provide awareness and recognition, but also create a feeling of trust and loyalty in people that can increase the success of a product, company or service.

What is branding?
If a brand can create associations in peoples’ minds, then branding has the power to influence and control those associations and can maximise the potential of your business. Your brand is your promise, it tells your customer what they can expect from your business setting you apart from your competitors. A successful brand generates loyalty and positive emotions meaning that customers will choose your product or service above others.

Intelligent use of design, advertising and marketing that demonstrate the core values and ethos of your business, not only tell people why they should buy your product, but can influence how people feel about your product or service, building credibility and attracting the right customers for your product or service. Each industry aims to attract different sectors of the market and as such delivery and service aspects of branding may differ. However, the basic principle of clearly stating your core values remains the same, namely:

Branding

Why does your business need a brand?
There is no doubt that branding is integral to a business’ success. Branding gets right to the core of your business. When people look at your brand it communicates to them what your business is, what it delivers, how efficiently it is delivered and the standard of delivery. Your brand is your reputation, the personality of your business and as such it can make you stand out from the crowd and convey the competitive advantage of your product. Your brand has the power to connect your customers in a tangible relationship through brand recognition. Have you noticed how Apple product users form a common sense of understanding, extolling their virtues over PCs? How conversations can be formed in shops with other users of a product simply through the recognition of a logo?

Effective branding is therefore capable of turning your product into something unique, something that stands out and is recognised. The range of methods used can be as simple as using one colour, shape or word in your packaging that are not used by your competitors and which creates an impression in the minds of consumers. Remember, products and services are chosen emotionally as well as pragmatically and so an effective brand can differentiate you from your competitors.

homebase

Using a colour, shape or word in your brand, which your competitors are not using can standout in the minds of consumers and create recognition in your market place.

tesco

The usage of straplines conveys the values of the brand re-enforcing your message to the market and helping the consumer remember why they should choose your product over others. It should strike a chord with your target audience, tapping into their needs and desires.

The consistent use of a brand creates familiarity by continually reinforcing the business’ personality in the minds of consumers until the consumer only needs to see part of the brand to know what company is being represented.

How a brand can add value
Positive experiences of a brand add value as not only are consumers prepared to pay that little bit extra, they are also more willing to try new products introduced by that brand. For instance, if you think about purchasing mineral water in a supermarket, you would expect to pay more for water that is branded than the supermarket’s own water and if you like that brand, you are more likely to try new products associated with it.

This has been demonstrated with the Innocent range of products, initially producing healthy juices and smoothies and more recently introducing ‘veg pots’ ready meals while strongly emphasising their sustainability and healthy living ethos.

A whole range of products or services are associated with a consistent set of values that consumers know and trust and so any new products introduced also benefit from the reputation of an existing range. By consistently applying the attributes associated with a brand, businesses can move into new market sectors without having to change the core brand identity.

The positive attributes related to a brand allow consumers to see added value in any new product associated with it. However, if a brand holds negative connotations this can work in reverse as consumers are less likely to try new products if they have received an unreliable service or product.

Your brand is one way of increasing public recognition and therefore creates the opportunity to engage your customers and create connections. It can reinforce how consumers feel about themselves, for instance, their commitment towards environmental issues purchasing products such as Down to Earth, or making statements about their personal image by purchasing branded clothes such as Levis.

Read more about brand positioning and brand management and how we helped Levis and Homebase.