Branding is much more than designing logos.
We think that the principles of branding – creating engagement, communicating ‘intangible’ stuff as well as facts, and identifying differentiation – can be extended to most creative projects.
We can help you to communicate:
Branding Products, Services and Events
Branding is usually associated with corporate identities. But it applies equally to creating and communicating brands for products, services and even events.
We have created a ‘look and feel’ for new funds that help to communicate their raison d’être. We’ve branded services. And we’ve established strong visual brands for adviser events that have driven attendance and generated awareness. And we’ve done this whilst balancing the need to complement, rather than compete with, the parent brand.
Advertising
Creating high-impact, engaging advertising often goes hand-in-hand with branding exercises. We’ve worked with a large asset manager to review their visual brand and to help them raise awareness of their fund range whilst better communicating their company values. We’ve helped another to launch a new fund in a crowded marketplace on the back of a campaign that had to carefully communicate what the fund wasn’t, as much as what the fund was.
By taking a branding perspective, we can create advertising that gets noticed and gets a story across in a split second. We can create impact, and stand out from the crowd. And we can create engagement by conveying messages that appeal to the reader’s emotions.
Communicating Complex Ideas
We believe that we can brand an idea. We have worked with clients who have specific, and sometimes complex, messages to communicate to their customers or distribution channels – whether for a specific campaign or an ongoing programme. Conveying messages that are accurate as well as engaging is often a challenge. Accuracy doesn’t always mean clarity.
When Fidelity wanted to start a dialogue with IFAs about how they might respond to the then current investment climate, they briefed us to communicate their stance. In short, they believed that advisers should stop trying to predict the timing of a market upturn, but should instead begin to take actions ahead of any upturn, so that they would take best advantage of it when it arrived. Our campaign revolved around our coining of a new word – Precovery – which formed the basis of a series of adviser events, extended to further communications and gained significant press coverage. In one word, we communicated their thinking in a way that was immediately understood.
Repositioning, Rebranding and Re-engineering
We’ve also helped clients to reposition their businesses – communicating a change in direction, corporate structure or business development – through rebranding exercises. We can help clients review their brand, develop a brand strategy and develop a new brand that better reflects their business objectives or supports their plans.
Recent examples of these scenarios include a successful compliance consultancy that was developing into a significant group of companies offering a range of business solutions to their sector, and a successful financial adviser that knew that their current brand wasn’t doing justice to their business, but didn’t know why.
Corporate Identity
And of course, we have created visual brands for start-ups – naming the business, designing a logo and corporate identity, establishing a tone of voice and establishing a brand strategy. As well as the creative development, we can produce identity manuals and templates that will allow their agencies or in-house teams to work with the new visual brand on an ongoing basis.
Tell us about your issues – we love talking with businesses about their branding issues: info@bond-branding.com