The role of branding
The branding exercise establishes the ‘heart and soul’ of your organisation and is the key to determining your values and characteristics and how best to represent these in a way that makes you attractive and appropriate to your audience. We often describe how we create personalities not brands, as this best communicates the emotional reactions that a successful brand can create.
The role of print
The printed item is still one of the best vehicles for telling your story in a physical, tactile sense. It utilises the unique qualities that paper has and communicates in a way that digital formats cannot. They may not be the key communications tool they once were but still play an important role. When it comes to providing a thud factor and a statement of intent, print is still one of the best media for achieving this and unlike digital can feel personal and bespoke.
The role of digital
The key role that digital plays is immediacy and global communication, appeal and recognition. No other media can be designed in such a way that it directs your audience to where you want them to be as quickly and efficiently as possible and on such a large scale. Content can be changed instantly, easily and with little cost implication in a way that print cannot compete with.
The role of environment
When you have spent time establishing your brand story and values one of the most immediate, high impact reiterations of these are through workplace environments. Very few media can help motivate and inform your staff in the way that the workplace can. People spend most of their life at work so anything that can reinvigorate, motivate and stimulate your staff can only be good for them and your business.
The role of brand evolution
Once you have created a brand and lived with it for a number of years there may come a time when it feels tired and in need of a refresh. Your story, objectives or indeed personality may have changed over the years and this will need to be communicated to your audience. The brand you originally spent time, love and affection in fostering and growing has a certain amount of recognition and loyalty which could be a mistake to discard. This is where brand evolutions are invaluable so that a fresh impetus can be injected without losing all the things that made it work in the first place and still have value.