Branding is the expression of the essential truth or value of an organization, product, or service.
The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Before starting work on a new brand identity, we draw up a brand strategy to form a set of values and a proposition upon which the client and our team agrees. If design concepts are created without thorough briefing on the brand, then both creative and client end up relying too much on an intuitive idea of the solution, and accordingly run the risk of feedback being subjective and the goal is objective. A brief that's drawn up from a clear brand strategy enables both parties to rationalize the design decisions.
We strive to understand the personality of the brand - its history, function and the belief behind it all. We look at every nuance of who the client is and what the company is about, including the intended target market, how it wishes to be perceived, and formats and outlets for where it wishes to promote itself.
We find it a valuable exercise to ask clients to do their own exploration into finding references for their branding: this helps us determine they like, and - usefully - how broad their understanding of design is.
We look at the colors, typefaces and visual styles used by rivals, and then create something truly unique, positioned away from them all.
While a logo is sometimes the connector that holds a brand identity together and makes it instantly recognizable, but brands aren't built on logos alone. When creating a brand identity, we don't focus on the separate elements. We make sure you always consider the bigger picture and how all the smaller elements interact with one another.
We understand that the client knows the product better than you ever will. Rushing in with a set of en vogue visuals might get you praise from your peers, but could be off-kilter with your client's expectations and what's best for the brand.
We identify in the beginning, what is special about each client and their product in order to connect with the people you're creating the brand for, and the audience it must attract. By doing this, we are already halfway there.