A company’s logo often articulates who that organisation is.
From the distinctive Nike swoosh to the iconic red colour palate used by Coca-Cola, branding has long-been a tool used by businesses to help differentiate their look and style from competitors.
But what turns a mere logo into an effective brand?
According to Ipswich-based branding experts Chenery Creative, it’s about understanding who you are as a business. They advocate for companies to use insights and data analytics to develop a consistent brand identity (i.e. your logo, your colour choices, your font) which represents you in the best way possible. It’s why the firm will always start any branding project with a brand insight workshop to help businesses look at the bigger picture.
Creative Director, Chris Chenery, explains: “If your business is looking for a new logo or a refreshed identity, it can be tempting to find the cheapest option available. But cheap logo designs will never be as effective as a carefully crafted brand which is designed with your business in mind.”
“In our business insights workshop, we spend a considerable amount of time with clients to help them understand exactly who they are, and what makes them so unique. We take them through a step-by-step process to get to the heart of how they wish for their customers to perceive them. Once we have this information, the client is much more aware of their strengths and weaknesses, as well as where they sit within their market place. We can then use these insights to inform and develop a hugely effective brand vision which truly represents who they are as a business, as well as who they want to be.”
Chris believes that in a fast-paced world where businesses often race to find the cheapest suppliers possible, taking the time to invest in a carefully designed brand insight’s workshop can be far more cost-effective in the long-run.
He adds: “We’ve found that our workshop can be effective from a business strategy perspective. This is because individuals from different teams can join together and understand how they each perceive their company’s strengths and weaknesses. They take the time to have honest discussions about where the company is going and how they can build upon success. This approach often creates a more unified brand vision.”
As a branding expert, Chris listens carefully to what clients believe they are saying through their brand identities. He also asks clients to explain who they believe their customers are, and what they are attracted to. Often, there is a distinct difference between the two, and Chris and his team use their wealth of experience to create effective brand designs which seamlessly blend the two audiences.
He concludes: “I’ve been working as a graphic designer for over 25 years and it always comes back to the same issue. Companies choose specific logos, colour palettes or fonts based on their personal preferences. They don’t tend to take the time to think about what their customers relate to, or what their audience demographic likes. It’s why it’s so important to think far beyond the initial logo design and invest heavily in your brand.”
“When done correctly, your brand should be able to communicate and articulate exactly who you are, and what you stand for. The result is an effective company look and style which attracts new customers and represents you in the way that you wish to be represented.”
If you believe that your company needs a new brand vision, or you would like to discuss how you can participate in a brand insights workshop, then please email Chenery Creative (firstname.lastname@example.org), visit their website at www.chenerycreative.com or phone Chris directly on 01473 396963