EXPERTISE: Brand Identity Management

Before graphic/logo design or copy writing is done, we work closely with you and your management team to research the following:

  • Marketplace
  • Competition
  • Brand Communication Tactics
  • Internal and External Brand Perceptions
  • Internal and External Brand Behaviors

Following the research phase, we move into Brand Design (Brand Strategy), which consists of developing a Brand Positioning Statement, Brand Personality Description, Brand Value Proposition Topics, and an Elevator Speech.

Once the key brand messages listed above are approved, recommendations are made concerning what needs to change to reflect and convey the core brand identity. This can include company/brand name, logo, tagline, and the overall look of the brand, referred to as the brand’s page personality. It almost always includes a new or revamped website, even if the logo does not change, since the brand positioning needs to be clear and prominent.

The final step in brand development is the creation of tools to help clients manage their brand. This can be as simple as logo use and brand color guidelines, and may include document templates (printed and digital), or as detailed as in-depth Brand Standards for graphic design, copy writing and even customer experience management.