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BRANDING

Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition and give employees the best tools to reach customers are the reasons why companies leverage branding.

 

- We want to be the Abbott to your Costello, the bread to your butter, the Mario to your Luigi.

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The branding Process

1. Conducting Research

2. Clarifying Strategy

3. Designing Identity

4. Creating Touchpoints

5. Managing Assets 

The power of visuals

In our highly visible society, consumers base 80% of their experience on visuals alone. Knowing how to use colors and shapes is key to capturing the customer's attention.

The company Clivés is a great example of how a strong brand affects the business. During the first 18 months of the new identity, Clivés saw an increase of 43% in sales.

Source: (Logo Design Love, David Airey, 2015. s.47-49)

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Increased sale of products
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Successful branding yields benefits such as increased customer loyalty, an improved image, and a relatable identity.

 

Build brand loyalty on shared values with your consumers. It is not the number of interactions a buyer has with your brand, but the quality and relatability of the interaction.

 

A brand is a personality that identifies a product, service or company, including a name, term, sign, symbol or design. A brand also represents the relationships between customers, staff, partners, investors, and so forth.

Source: (Branding, Michael Johnson, 2018. Designing brand identity, Alina Wheeler, 2009.)