taking you forward
Corporate branding is one of the most important strategic assets in any company's portfolio and it is just as important that the management of the brand is considered as thoroughly as its creation.
No brand can do this forever, circumstances and markets change so it can be an on-going evolutionary process, one which reflects the ever changing economic landscape and personality of a company. Sometimes though a total brand rethink is required one where a completely new strategy is required for how the company presents itself.
The brand mark is just one element of a much bigger brand picture. A company 'logo' can convey a limited perception of a company - think of it as a signature. One that has a very recognisable presence. Where that signature sits and what it endorses is the bigger brand picture and one which conveys a great deal of subjective information such as tone of voice, professionalism or image.
To convey the right brand message, it is just as important to get the context as clear and precise as the mark itself.
Brand guidelines which outline how and where the mark is used are vital to the presentation of the brand image. Equally relevant are the fonts and presentational style through any publication, be it a simple letter, expansive brochure, website or display. There is no element of a business that is not affected by its brand - embrace it and a company can speak with a single clear voice, dismiss it and the message will be confusing and open to misinterpretation.