We’ve been delivering brand identity since 2002. Hopefully, the points we raise below will help a Marketer and their internal team about to embark on a brand identity project for whatever reason.
What is a brand?
Firstly, there’s confusion about what a ‘brand’ is.
We believe it is a feeling or an opinion that springs to mind when people who know you think your name enters their consciousness. However, it’s routed in four things: Your ability to provide your service and do your job to an industry ‘standard’ (Unfortunately that standard also differs between individuals), your selling points or competitive advantages, the values of your organisation and the behaviours you demonstrate. Unfortunately, for some internal stakeholders (often senior managers), a ‘brand’ could also just mean a logo.
What to consider first when forming a new brand identity
As the eminent management consultant and academic, Peter Drucker once said: “culture eats strategy for breakfast, lunch and dinner”.
For us, a brand lives and breathes at the heart of a business. The first step should be to establish the values you wish to convey closely with customers or service users to understand what they have an affinity with. To help you to do this you or your internal team should ask these questions: