Your company’s “why”; the greater impact it wants to have, or difference it wants to make, beyond “selling stuff.”
The Difference Between A brand, a logo and an Identity
Logo design, identity design and branding all have different roles but must well together.
perceived emotional corporate image
visual aspects that form part of the brand
a mark or icon that identifies a business
We help brands define their purpose, personality, values and story.
Your company’s distinct and identifiable place within its competitive set.
The tangible benefits of your company’s offerings; how you solve customers’ problems.
The one thing you want people to know and remember; the correlation you want your audiences to make with your brand.
A short mantra that captures the soul or essential nature of your company; its internal rallying cry.
What makes your brand unique and distinct from its peers and competitors (just like human personality).
The values your company must honor in order to carry out its purpose, be true to its essence and express its personality.
The story that best helps audiences understand, and relate to, your company, and is told through your marketing and the subtle signals your company sends in how it does business.
Some brands, like Coca-Cola, seem to have found some union of human desires that creates a strong and desirable brand across the world. Many people say it’s because they sell happiness. But Coke isn’t just happiness.
The Dream of Brand Perfection
Brand tracker, Interbrand, consistently ranks Coke at or near the top of its brand rankings, up there with brands like Apple and Samsung. In 2018, they valued Coca-Cola’s brand equity alone at 66 billion dollars.
Coca-Cola couldn’t do that with happiness alone. Coke is a whole system of values wrapped up in a simple, but expressive brand. Coke is history and authentic happiness. Even its logo’s old-fashioned, elegant design reminds customers of a bygone era. Unlike second-run player Pepsi, Coca-Cola isn’t just a party. Coke’s marketing pulls at the heart-strings and it targets people of all ages.
Your Brand Must Solve a Problem
To find the right balance for your brand, we examine your target market as a problem to be solved. Who is your perfect customer and what is the story they want to hear? How will your brand fit into their lives?
Whether you run a small store, a growing startup or a major company, there is a place for your product and services, but only if you understand what your customers want to see in your brand.
We Imagine, Design and Engineer Brands
Below are 3 examples of small business brands we’ve engineered.
ColorMasters is a leader in flexible packaging products.
Attorney Centeno is a leading New York divorce attorney.
Whitecap provides strategic planning for health systems.