………………………………………………………………………………………………………………………………
MORE TO BRANDING THAN MEETS THE EYE
………………………………………………………………………………………………………………………………

Complete Creative specialise in the development of brands and corporate identity packages across all communications.

WHAT IS A BRAND?

A brand extends beyond a ‘logo’, it represents how a business is perceived
by an external audience (your customers or suppliers) and is vital to unite
an idea or offering from a company internally.

A brand should simplify core values of a company or organisation, if branding is carried across all communication it seemlessly presents a clear and concise message, encouraging a good experience of your company.

As well as standing out from competitors and persuading customers to
choose you, a good brand will inspire the right emotional attachments,
from loyalty to faith.

CREATING A BRAND

Think of your core offering:

• What are you good at?
• What skills do you offer?
• What do you believe in as a business?
• What is your unique selling point, separating you from competitors?
• Are you the best value for money in your market?

Don’t make promises that you don’t deliver! Service is key to building a brand, an identity will reflect the service and consistency offered, make sure that they work together. Brands need constant maintenance.

Think of your customers:

• What do they require?
• Do they really need extras or just good service?
• What makes them buy?
• Why do your existing customers use you? Ask them!
• Try to ask potential customers what they look for, you may be surprised that they don’t go for the cheapest easiest option – there are many factors involved.

These questions may generate very useful information to help you to develop your brand! A simple way to get your company focused is to produce a document outlining what you are doing and why. It should state company goals and core values. Make sure your organisation is aspiring to the same aims and goals! Give this to everyone who works for you and talk to them about it. Also review it regularly.

YOUR BRAND

• Consider your name, the names of your products and services and any strap line you use to support this. Your logo should encompass your name and strap line if possible.
• Think about the quality of your stationery and packaging – have the choices you have made on its style evolve from your chosen logo or mark?
• Your premises and work environment can also be made to reflect your brand using very simple devices.
• You may also feel that the way your employees dress, how they behave is vital to your brand.
• The style of advertising and placement is also vital to keep on brand and a website should ideally reflect the whole package.

If you think your brand needs a make-over, a nip & a tuck or complete face lift call or email for 60 minutes of creative consultancy. On the house! Call me on 020 7613 5855 or click here to email Katherine Croll.

See me at the breakfast on Tuesday the 18th March.

………………………………………………………………………………………………………………………………