Branding
Is your brand the single most valuable asset you never knew you had?
It’s a common mistake that branding is just about logos and packaging. It’s the promise that a company holds in the minds of all that come into contact with it. David Ogilvy, the Father of Advertising, puts it so much better: A brand is the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.
Every company already has a brand. As soon as someone makes an assumption about your company, it’s based upon their picture of your brand. It's Creatorii's job to help you ensure that picture of your company is the one you intended.
At first contact with you, your brand wiill be informally audited. By the time we’ve arrived at our first face to face meeting an understanding will have been gathered of how your brand presents to the world.
After that, no matter what's done for you, the job is to help you ensure that your brand reflects the values that you want it to.
Your goals and aims will be embraced and the ways your company communicates; examined. Then through creative concept, word and image, we’ll cut to it’s core and deliver it in it’s most compelling and effective form.
Try this...
Here’s a simple way to test your brand image... Spread all your marketing materials out on your conference table. If possible, cover the logo. Step back and take a look. Does a common image jump out at you? If not, you’re missing a huge opportunity to build the brand equity of your company.
This isn’t only a mistake made by smaller companies and start-ups: many large companies, especially those with multiple marketing divisions or product ranges, suffer from a lack of branding.
Creatorii employ an informal brand audit with it's clients. It’s little more complicated than asking “Can you say yes to all the following?”
- My company has a logo.
- The logo always appears with the same colours and typeface.
- We use the logo on our business cards and stationery.
- We use the logo on every piece of printed material that is seen by a customer.
- My company has standardized colours.
- We use the same standardized colours on every promotional piece seen by a customer.
- We have a written policy on graphic standards that defines the use of logo and company colours.
- Everyone in my company knows and follows the graphic standards policy.
- My company has a standard typeface that we use on our written communications
- My company has standard language that we use to describe the key elements of our positioning or sales pitch.
Are you taking advantage of basic opportunities to reinforce your company’s brand image. Can you say yes to this lot?:
- We have a sign at work that tells people who pass by what we do.
- Everyone in the company has a business card.
- We have a company brochure.
- We advertise.
- We participate in key industry trade shows or conferences.
- We have a website.
- We use our website to collect information about the people who visit it.
- We answer the phone the same way every time.
- The people who work here all know what we do better than anyone else.
- The people who work here know our mission statement or values statement.
If you were able to say yes to all of the statements, great! Creatorii think the same way... let’s talk. If you weren’t, that’s great too, because you’ve untapped opportunities to benefit from improved branding, begging to be exploited and Creatorii can help you do it