A brand exists within a person, it is what they think of you! As an organisation you shouldn't try to control it but you can influence it.
It maybe easier to start with what a brand is not. Brand is not a logo, it is not a product and neither is it a set of corporate identity guidelines. Managing a brand is about dealing with differences, not as the exist in the real world but in minds of people.
Marketing has changed over the years. The features of product used to be used to differentiate from other products but this couldn't always be possible so marketers started to sell the benefits of a product. This evolved into building experiences for the customer and finally to today. Brands reinforce a persons identity and to this end we need to resonate with the customer, choosing the correct language, imagery and values.
Get it wrong and it sticks out like sore thumb but get it right and good things start to happen.
Branding can seem like a daunting task. The more you delve in the more conflicted information you find. If you have a management team rolling the project out then each of those people bring their own ideas to the table. Not to worry, we have a few tools to help speed the process up and get everybody on board.
Everything we do is based on an understanding of your organisation, we like to get to know you first. Branding is a strategic process so we like to talk business too, ensuring everything that happens is for a reason.
You can download this free brand template that we use in our process to get the brain juices flowing.