 |
 |
 |
 |
 |
CORPORATE IDENTITY AND BRAND STRATEGYAs you may be aware, a corporate identity project is essentially the implementation of your brand. Of course, a brand is important because it expresses who you are to the world. When your logo mark is used consistently across all media your customers will be able to identify who you are, what you stand for, your personality, and your products or services. When we begin with the branding process we ask a lot of questions, research your company, find out about your demographics, learn about your competitors, and generally find out what makes you tick. The information we gather often yields interesting results. Many of our clients are actually surprised by the outside perception of who they appear to be. A logo and/or tag line must emotionally set the tone for what customers are to expect when doing business with you. Once a brand is developed, careful thought must be given to how it is implemented. Where will it appear? What’s the scale? In what formats will you need it for external distribution? First, a list of all possible uses must be formed. We often are asked to just create business cards, letterhead and a #10 envelope. The mistake in this is that all other uses are left up to employees who may not understand the significance of your brand. They may give your logo to a sign shop who makes you a sign that is disproportionate to the space it occupies or trade show materials are internally developed that are not consistent with the message your brand has been designed to support. Following is a partial list of corporate identity components that should be considered whether or not you have a perfectly fine existing brand look or you have just developed a new one.
|
