CLIENT SERVICES : BRANDING
Branding, and the process of Branding involves creating a unique name, logo, tagline, and value position for a product, then mainly through advertising campaigns, the Brand becomes embedded in the consumers’ mind. The goal of Branding is to establish a significant, yet differentiated presence in the market that attracts and retains customers. This is where a strong Brand image plays a key role.
The challenge any company faces when trying to build or establish a Brand is to make sure their Brand Identity matches the Brand’s image as closely as possible. As an example, if a product tries to position itself as an elegant Brand, yet uses poorly shot photos in its advertising, or uses subject matter that contradicts this elegant position set forth, a negative gap will emerge which will likely result in the company losing market share/position.
“Your Brand is your Foundation. If it’s WEAK, it’ll crumble and everything will come crashing down. Therefore, you owe it to yourself to work with professionals to help craft a POWERFUL Brand!”
IS YOUR BRANDING WORKING FOR YOU?
What does that mean – is your branding working for you? Well, is your brand looked upon as a brand recognized as a leader in your industry? It’s more than just the logo; it’s all of the elements combined that make up a powerful brand.
EXAMPLE #1: SUBWAY
Recently, SUBWAY implemented a brand identity update for a new generation. Whether it’s better or worse, it just goes to show you that no brand is too big for a rebranding!
EXAMPLE #2: FEDERAL EXPRESS
FedEx, or Federal Express, as it used to be known, went through a branding change about 20 years ago, and with their rebranding, it made a lot of sense as MOST people referred to them as “FedEx,” not “Federal Express.” The updated colors were also more harmonious than the previous colors, plus – maybe you see the arrow between the E and the X and maybe you don’t. It’s subliminal, but it’s there.
The fact is, great branding is a skill that requires a keen understanding of many factors, then working within those factors to deliver something that suits what it is that you’re selling/branding.
BRANDING : SHOWS & EVENTS
BRANDING : PRODUCTS
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