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Brand Development

Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.

Your brand strategy defines what you stand for, a promise you make, and the personality you convey. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. Instead, your brand lives in every day-to- day interaction you have with your market:

  • The images you convey
  • The messages you deliver on your website, proposals and campaigns
  • The way your employees interact with customers
  • A customer’s opinion of you versus your competition

Strong marketing strategies help brands grow and gain industry dominance. A marketing strategy involves more than making advertisements that consumers will be attracted to. There has to be a connection, display of need and real value to the content to attract the right audience. The items discussed here all need to be included in your marketing strategy to be competitive, stay relevant and increase your consumer base.

A 8-Step Brand Development Strategy

Your brand is perhaps your professional services firm's most valuable asset.
Consider what a professional services brand

  • Consider your overall business strategy.
  • Identify your target clients.
  • Research your target client group
  • Develop your brand positioning.
  • Develop your name, logo and tagline.
  • Develop your content marketing strategy.
  • Develop your website.
  • Build your marketing toolkit.

Logo Design

When one creates a logo, they should follow a logo design process to ensure that the final design suits the needs of the clients

Design Brief: Conduct a questionnaire or interview with the client to get the design brief.

Research: Conduct research focused on the industry itself, on its history, and on its competitors.

Reference: Conduct research into logo designs that have been successful and current styles and trends that may be related to the design brief.

Sketching & Conceptualising: Develop the logo design concept(s) around the brief and research.

Reflection: Take breaks throughout the design process. This lets your ideas mature and helps you get renewed enthusiasm. Receive feedback.

Positioning: Position yourself as a contractor or build a long lasting relationship. ie. Client tells you what to do OR you guide the client to the best solution. The latter is usually best however personally, I try to find a happy medium.

Presentation: Choose to present only a select few logos to the client or a whole collection. Presenting only the best is recommended.

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