When people think of branding they often think it starts and stops with a logo, but it is much more than this. A brand is how you make someone feel, what a customer thinks of when they see your brand, what words, phrases, emotions, images they might associate with your brand. A brand is how you communicate to your customer, your tone of voice, your consistent messaging throughout all of your collateral. Customers are often swayed by brands, they often buy into brands rather than the product. A brand is an identity communicated via your logo, colours, fonts, tone of voice, imagery, style, communication and strategy.
"A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is” – Scott Cook, Intuit co-founder & Ebay director.
Logo design isn’t as simple as sticking an icon next to your name, when completed your logo needs to mean something, it needs to help communicate your vision and ethos. Your logo is green; why? We associate the colour green with balance and growth as it is associated with nature. Green can also portray stability and hope. Tones of colours play a key part in helping your logo communicate effectively; dark green lends itself to currency yet a yellowy green can portray sickness. What typeface do we use in your logo? The layout of the logo, the inclusion of other messaging such as slogans, iconography are all key decisions. Can your logo stand alone without your company name by the side and still be recognisable. The McDonalds M doesn’t have to have the word McDonalds by it’s side to be recognisable.
Tone of voice in layman’s terms means how you talk to your customer. Your brand may sell kids toys therefore your messaging needs to be tailored to the children who would be the users and their parents who would be the buyers of your product. If you are selling to this demographic then you wouldn’t use any technical terms, abbreviations or long words or sentences. We work with you to take your key messages, phrase and USPs and provide alternative suggestions to how you might rephrase these to fit in with your brands tone of voice and help communicate your offering more effectively.
Brand Guidelines are created after a branding exercise including logo design, artwork examples for adverts, tone of voice, imagery suggestions and examples, typography, colours. The guidelines are there to ensure that your branding across all of your services, departments and initiatives from web, social media, company literature, advertising and print is all consistent. The guidelines set out the do’s and the dont’s; how your logo can be displayed and how it can’t, what colours can it be, can it sit on a red background or only white and black, when displayed over an image who can it be used? The brand guidelines allow anyone creating any communication relating to your brand a consistent and efficient one.
Imagery helps to sell or promote your brand whether that be a product, lifestyle, or service. The choice of imagery is key in that it is consistent throughout all of your marketing, print, social media and digital initiatives; mixing imagery styles can give mixed messages about your brand. We can help with photography services, arranging shoots of your products or services so the imagery associated with your brand is recognisable, personal and helps communicate your vision. We also understand that not every client has the budget to hire a photographer for several days or use a video production company, we have access to royalty free imagery that goes along way to helping us identify a tone and style of imagery to use that works well with your brand identity. We will provide all of the imagery as part of any project.
Typography plays a key role in brand identity. We carefully choose a font that will help your brand communicate effectively. For example, if your brand was luxury, high end then we might choose a serif font and accompany this with a thin san serif typeface with increased letter spacing for headlines. Or, if your brand was promoting a fun and aimed at a family demographic we may opt to focus on a thicker more rounded font.
Branding goes far beyond a simple logo design but is how the logo, typography, choice of colours, tone of voice etc. come together to help your brand communicate consistently and effectively across all channels. As part of any branding exercise we provide examples of how your brand communicates over :
Print such as Brochures, Leaflets etc.
Website providing examples of your brand across devices
Literature Company letter heads, invoices, business cards and compliment slips
Social Media providing social media assets for logo and cover photo and demonstrating post examples
Digital Providing examples of your brand communicating via banner adverts, sliders
Email Examples provided of suggestions for email template design