Marketing Consultancy

Establishing and maintaining your brand is fundamental not just to marketing, but to your business. Every time a customer engages with you, he/she relates to this brand experience. The psychology of this creates a brand image, a symbolic construct created within the minds of people consisting of all the information and expectations associated with your product or service. For this reason it is vital to make sure your brand not only delivers to customer expectation, but creates the right impression for your product or service that best reflects the qualities or characteristics that make it special or unique.

Developing a company brand
To make your company distinctive you need...

• A name
• A logo
• A colour
• A font

What’s in a name? Everything. Will your logo last the test of time and still be relevent in 5 years? The execution of media and materials needs to be consistent and flexible if it is to be useful and memorable. Take away your logo and are you still unique?

• Logo Usage Rules
Size, placing, application, colour and surrounding space all contribute to establishing your logo’s identity.

• Colour References
A company colour must be executed in RGB, CMYK and Hex values so that all media executions are consistent.

• Font Usage
It is customary to name a font family with a number of weights, or design your own font for a unique identity.

• Support Icons
Icons are a flexible way to create sub brands that remain sympathetic to the logo but can be individually promoted.

• Design Direction
Providing visual examples of pictures, icons, themes and colour executions, helps people to understand the brand.

• Template Designs
These remain an excellent idea for maintaining international brand consistency but without handcuffing local creativity.

• Language Variations
French, German and other languages bulk up in text by another 30-40%, thus space needs to remain a part of one's strategy.

• Creative Execution
Practical examples of brand execution always act as the best guidelines for compliance.