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Brand Identity Services

Brand identity is the essence of your business, and what sets you apart from the sea of competition.

We help businesses articulate and accomplish their brand identity.

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First, a definition

Your brand

“The intangible sum of a product’s attributes.”
David Ogilvy, the “Father of Advertising”, on what a brand is

A brand is not something you can hold in your hands. It’s the perception, experience or relationship someone has with your products, services and organisation. Although a brand means something different to each person, you can influence it through your company’s brand identity.

For many, the perception of brand identity is their logo. As a business grows it’s important to know the difference, and the individual value that brand, brand identity, visual identity, logo and tagline each provide. All of these are vital components, and it’s our job to guide our clients to maximise the opportunity in each.

How we can help

Brand identity

Brand identity is the essence of your business, that sets you apart from the sea of competition. Every business has a compelling story, and we can help you create your unique brand narrative.

Elements that feed into your brand identity include:

Your brand story and how you position it
The tone you speak in, and the words you use
Your visual identity
Your logo and any supporting marks
Your tagline
The guidelines that keep all of it consistent

Visual identity

The visual aspect of your business that evokes a feeling and an experience. Visual identity goes far beyond your logo and encompasses all your visual communications, designed to a consistent style, reflecting your brand identity accurately and connecting with your audience.

If brand identity is your unique story, visual identity is how you portray that story visually, with an emotional connection.

Visual positioning includes:

Graphical shaping
Colour palette and colour systems
Typographical style
Photographic style
Collateral layout and graphic language
Iconography style
Brand and visual guidelines

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Logo design

Your company logo is the flag that sits at the top of your marketing iceberg: the mark, made of typographical and symbolic imagery, that identifies your business. It should perfectly represent your brand positioning.

Great logos are designed by fully understanding the environment in which they will be seen. In order to differentiate, research is an important part of this process, including competitor brand marks and how they look.

Successful logo design is not about being a thing of beauty, and should never be selected simply on look. Instead it should be viewed as a strategic business tool that allows clear identification. A well-designed logo will be memorable: when you picture a business in your mind, you should picture the logo, which triggers the emotional connection with a brand.

Two treatments of one mark, developed side by side.

The mark in context, on the palette it has to live on.

Tagline

Your tagline is your mantra. It tells people who you are and what you stand for in a few succinct words.

A tagline or strapline can supercharge your company’s marketing and get customers to associate the message with your brand. This can be especially useful if your brand’s name doesn’t say anything itself about your services or products.

The purpose is to create a positive, memorable phrase that sticks in your customer’s mind and helps them identify your brand and your message.

Brand collateral

These are the visual marketing assets that every business needs to function: a collection of media used to promote your brand offer. It’s the tangible evidence of the brand.

Brand collateral is one of the most tactical and integral parts of your brand planning and strategy, with a specific objective to enlighten your audience.