If branding is effective, it should create positive associations about your company in the minds of existing and potential customers. These associations should convey how you ideally want your business to be positioned in the market. Do you want your audience to associate you with quality, innovation, style, value-for-money, luxury, lowest price etc? This focus is crucial as it will begin to form the basis of your ‘brand values’ which, without the jargon, means the values a customer automatically associates with your business when they see your brand, without any further explanation.
Corporate branding
There’s a difference between a corporate identity and a brand (although some can do both jobs just to add confusion!). A corporate identity gives your business a presence and is generally signified by a logo and a communications style which is used on every piece of communication material to your audience. This is the most common approach in the business-to-business market.
However, some companies have a corporate identity but own a number of marketable ‘brands’. This approach is
generally used when the products/services sold are aimed at different target markets, which each require a specialised approach. For instance, Unilever is recognised worldwide with its own corporate identity and values, but it markets a number of brands: Dove; Vaseline; Comfort; Domestos; Cif to name but a few and; more importantly; each of these brands has its own set of values and communication style to speak directly to its consumer audience.
Other companies retain the same corporate identity no matter what product or service they market, as the identity is so strong that it has itself become an established brand. ‘Virgin’ is a prime example of this approach. Whatever the offering and market, whether it’s financial, transport, leisure, beverages, cosmetics, jewellery, the Virgin name is retained and reinforced.
So it all sounds confusing, but that’s where we step in. Limpet will develop and design your company logo and corporate identity based on in-depth research of your market and an understanding of the marketing dynamics.
What matters most is creating an identity that is flexible and works across all aspects of your business from stationery to brochures, direct mail, websites, vehicle livery, staff uniforms, signage and so on.
Whilst you may want your corporate ID to be flexible enough to work well at different sizes – and even in colour or monotone – consistency is all important. To this end, Limpet has the experience to develop corporate guidelines which are particularly useful for larger organisations or those dealing with a wide range of suppliers.
Branding products and services
Product branding is about adding perceived (and actual) value to your company’s products and services. This is achieved through building and sustaining a consistent brand image which should nevertheless be kept fresh in the eyes and minds of consumers.
Asserting brand values is achieved by maintaining a business message, or a business promise, through all communication material and delivering on that promise every time. So if you have stated that you cannot be beaten on price, then you must stick to that. The brand must reinforce its values at every opportunity including design and packaging, advertising, promotion, the web, corporate material etc.
It doesn’t matter whether your brand is aimed at consumers or businesses, whether it’s product or service led, what does matter is that it is differentiated from its competition and is readily and positively identified by your audience. And at Limpet, we have the expertise to help you achieve both.
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