Jeff Bezos says, “A brand is a collection of perceptions and experiences that a customer has with a company.”
Brand Guru Marty Neumeier states, “It’s not what you say it is, it’s what they say it is.”
In other words, your brand is your reputation. You can influence this reputation with messages, stories, experiences and visual assets. But your brand is not just your logo. Your logo is a small part that contributes to your overall brand strategy. A brand is a reason to believe in your company instead of your competitors.
At TRCREATIVE, we always recommend starting with your brand strategy. Defining your reason to exist beyond making money, why anyone should care, and how you show up are vital answers that help to build your brand.
Or, if you’re just after a simple, bespoke brand identity, we can help with that too.
At TRCREATIVE, we believe the most powerful brand strategy starts with ‘Why’; your brand’s purpose, cause or belief. Why does the company exist beyond making money, and why should anyone care?
We then use Agile workshops and design thinking to define and outline your strategy.
Corporate branding makes a company’s image more powerful, positive, and memorable. In this instance, it’s not about promoting products and services. It’s about building brand awareness and standing out from the crowd and competitors. Put simply it means building trust with your target audience.
Your corporate branding enables you to stand out from your competitors, and adds value not only aesthetically but also emotionally. It aids your relationships with clients and potential clients and motivates your team to live up to your brand purpose, promise, and values.
Our branding process is broken down into 6 key stages:
If you have a defined brand strategy to fuel your new brand look, we’ll make sure that everything we choose from the branding colours, use of fonts, structure, layout, imagery and tone of voice for your marketing collateral (including your digital marketing presence), is all in keeping with your brand integrity within your brand guidelines.
Or if you are just simply looking to achieve a great brand look, then we can help with that too.
Is your brand the driving force in increasing sales or is it costing you business? If it’s the latter, then what would happen if you didn’t invest in a rebrand? Your customers must see the value in your brand and what it can offer them, otherwise, they’ll spend their money with your competitor.
There’s truth in the saying, a change is as good as rest. If your brand is tired and not performing as good as it once did, business will suffer. Customers don’t want “tired”, they want fresh and up to date; they want to buy from an energised brand that’s full of optimism and passion, a brand that reflects the quality of the company it represents.
As a marketing agency, we specialise in this field because we’ve built up a great deal of experience through rebranding and consulting on branding companies.
TRCREATIVE will guide you through the project process, working directly with our senior designers to understand why your current brand identity doesn’t represent you as well as it should.
Has your product or service changed, do you have a different target audience, maybe a business merger, or you just want a new look that is consistent and professional?
Rebranding comes in many formats, from a more simple brand refresh by using elements from your existing brand but making them more up to date or relevant, to a whole new corporate identity, to a larger full scale rebrand of a brand family, where we rebrand the parent brand and the sub brands within the whole brand architecture or brand group.
In this instance, we can either create a monolithic brand, an endorsed brand or a house of brands.
Whatever the reason our experienced team of brand experts will help take your brand to the next level.
People are marketed to hundreds of times a day, so how do you stand out? Your brand needs above all to be distinctive, unique and powerful. Telling a story to appeal to your customers and also look great.
We apply buyer psychology to many of our services and product branding is just the same. What makes a person buy a specific product repeatedly? There’s always a subconscious, emotional attachment that speaks to them. We combine research, strategy and creativity to persuade your customers to keep coming back. It almost works like mind reading, getting inside the heads of your customers and having a poke about to see what makes them choose a certain brand. It needs to convey the “must-have” factor and it needs to shout “pick me,” over all the other similar products out there.
We’ll put all our experience into your product branding to make whatever you’re selling look special and unique. It’s about creating that “whatever you’re selling, I’m buying” mindset. In other words, we’ll make you irresistible. People will come back for more.
Brand guidelines, also known as your brand Bible, brand style guide or brand tool kit are in essence your owners manual on how to ‘use’ your brand correctly, to keep your brand integrity consistent. They are there to be used by everyone who touches your brand, both internally and externally. These rules ensure that your brand image maintains consistency, which reassures the customer and employees.
Brand guidelines define the composition of the creative and logos and how to use them, they dictate the corporate colour palette and use of fonts and they can also include the brand strategy, the corporate tone of voice, its personality and a set of structured templates that set out instructions on how to compile the content of a blog, usage for advertising, online marketing or whole body of your marketing collateral, governed by your specific brand touch points, across channels and platforms.
To deliver the most effective solution for you we need to understand exactly what you are trying to achieve – we need to define the challenge you are facing.
We want to get to know you and your business. What makes you different from your competitors? Where do you want to go? How do you want to be perceived?
Express, discuss, modify and more research! We put our ideas into practice and create 3 different brand identites for you to choose from.
We know it will be a difficult task choosing only one of the solutions to progress, so we’ll showcase each brand identity on mockup literature to help you see exactly how your new brand and brand style could be carried forward. That way you can decide what’s just right for you.
Once you make your choice we’ll discuss your thoughts and make any changes that need to be incorporated. Then we’ll focus on delivering your brand identity so you can start enjoying the benefits.
The launch of your new brand isn’t the end of the process. We would love to work with you to evolve your project, applying your new brand to your key marketing collateral, keeping it up-to-date and relevant.
A branding agency offers a specialised service that will create, build, improve, shape and strengthen your brand (your promise to your customer). The business term “branding” involves strategical action to make your business stronger through public perception. Small, medium, and large companies all need branding. It’s how you stand out from the competition and it allows you to better connect with your customer.
At TRCREATIVE, we understand that branding might mean starting from scratch and developing a brand in its entirety, or it could simply be about refreshing what you’ve already got (a rebrand) to bring your business bang up to date. Whatever you need, we’re creative and clear-headed. We think, develop and implement. We never get lost in what we do.
If you’re considering using a branding agency for your business, then you’ll want to get a handle on exactly what they do and, most importantly, what they can do for you.
As you’d expect, a good branding agency will be experienced and specialised with a professional approach when it comes to developing and supporting your brand. At TRCREATIVE, attention to detail and in-depth knowledge about what your business is all about is essential before a brand strategy can even begin to get underway. This groundwork sets the foundation for the creative process, design, image, and communication.
Any branding agency worth its salt knows the importance of the logo – it’s the heartbeat that pumps the brand message around your business. Branding, of course, is not just about the logo but it is an important identification badge in business. Your website, packaging, promotional materials will integrate your logo, therefore it’s got to be great. Indeed, everything to do with your business should communicate your brand.
It’s also worth bearing in mind that a branding agency is not about a one-off quick fix. It’s about a well-thought-out process that takes into consideration your goals and objectives, your values and your brand promise, as well as thorough knowledge about how you connect and communicate with your target audience and, of course, your employees. As thebrandingjournal.com observes, a branding agency is like an additional department within your organisation.
A specialised branding agency will also know your market inside out and will identify your competitors. This will give insight into how other brands are doing and how your brand stands out or doesn’t, alongside the competition.
Good branding works brilliantly. Look no further than examples of some businesses that have raised their profiles and profits through highly effective branding. Fashion brand Paul Smith went from one shop in 1970 to 300 worldwide with a healthy annual turnover of 200 million. Shelter, before its rebrand, reached 80,000 service users. Fast forward 10 years with branding in place and Shelter now reaches 5 million. Other success stories include Miller Lite. It raised its market share and increased profit by over £30 million after a re-design. Amazon also reaped the rewards of a re-design. Its instantly recognisable logo has been printed over 100 billion times on packaging since the logo revamp.
Branding in Five and a Half Steps by Michael Johnson highlights the case for putting the work in before and after rebranding. He stresses the importance of data collection, stating that if an organisation collects enough data about its company pre-brand and continues to do so post-change, the brand project should see a significant boost in business: more brand awareness, more funds raised, and so on. Information about a brand does go a long way. Gathering data is one of the surest ways to clarify what is unique about a company, product, person or organisation. This invaluable knowledge contributes to overall branding effectiveness in the long-term.
What does an effective brand strategy look like? In short, it’s a well-defined one. It’s detailed and in-depth and involves questions and, ultimately, on point answers. There are various things to be taken into consideration and it begins with an honest assessment of your business, highlighting strengths and pinpointing any weaknesses. It’s about getting inside the minds of your customers and prospects. Entrepreneur.com defines brand strategy as “how, what, where, when and to whom you plan on communicating and delivering on your brand messages”. The branding strategy can be broken down:
Research: brand strategy starts by asking questions about your business to get the most accurate idea of what the brand is about and what you want to achieve. Detailed research and analytics at this stage lay the foundation for what comes next.
How: planning needs to take place on how to get your brand message out there. For example, will be visual or verbal? What distribution channels will you use?
What: discussing what your brand message should communicate is a vital part of the branding process. Keep the message succinct and relevant: it will be better understood.
Where: identifying where you want to deliver your brand message sharpens overall communication focus.
When: establishing a timeline and working out when the brand launch or re-brand will happen gives a deadline to work towards and sharpens time management.
Brand identity is when you really drill down on the details; no relevant question should be left unanswered. This is the moment you define your brand. As entrepreneur.com explains, defining your brand is the journey of business self-discovery and there are 4 key points to consider:
This business self-discovery, of course, involves research, and lots of it. This is the only way you can truly learn the needs, wants, likes, dislikes, and habits of the people who are going to engage and buy into your brand.
Once you know what your brand represents and who it will appeal to, you can really get the brand ball rolling. Here are key points to consider:
Brand logo:your logo is going to go e-v-e-r-y-w-h-e-r-e. So it needs to be a good one.
Brand messaging: whatever you want to say about your brand, it needs to be communicated clearly and effectively. Your employees should also know exactly what your brand is all about so they can promote the brand at every opportunity with confidence and clarity.
Brand integration: every single thing that moves, breathes or relates to your business gets the branding treatment. Not just obvious stuff such as packaging, uniforms, or signage but all the rest too, including email signatures and what you/staff say when you pick up the phone. Like glitter, the brand message should get everywhere.
Brand voice: set a tone and stick with it. Ask yourself what you want your brand voice to “sound” like. Do you want to come across as friendly and chatty or more grown-up and formal? The tone should reflect the brand. This “voice” will be consistently used across all communication from email correspondence and marketing material to newsletters and social media content, so make sure you like the sound of it.
Brand tagline: think of something short and snappy that sums up what your brand’s about in a few words. Attention spans are short these days so you’ve got to get your brand across in the time it takes to thumb swipe.
Brand design: whenever you get creative, be consistent. Choose fonts and colours, then stick with them. Know where your logo will go. Design work should have the “same” look and feel to it – this will make it instantly recognisable.
Brand promise: only say it if you mean it. If you make a brand promise, always follow it through. If you get caught out on a lie, customers will never trust or recommend your brand.
Brand reputation: what people think of your brand, their expectations of your brand, and their belief in your brand promise – this is what your brand reputation is made of. So whatever you do in connection with your brand, it should make you proud.
Before we break down branding into different types (because one size doesn’t fit all), it’s important to point out that there is one core purpose that unites the entire process, despite the differences. One thing remains the same: branding is understanding. At TRCREATIVE, we know that the more we understand and get to know your business, the more we have to work with when it comes to creating a great strategy that will, ultimately, result in an awesome brand. Your brand.
What type of branding will work best for you? This entirely depends on your needs and wants.
Corporate branding is about taking a brand image and making it more powerful, positive, and memorable (for all the right reasons). In this instance, it’s not about promoting products and services. It’s about building brand awareness and standing out from the crowd and competitors. It means building trust with your target audience.
Choosing TRCREATIVE means you’ll be working with a dynamic team of people who know exactly what to do when it comes to developing and promoting your brand. We know what it takes to create positive perceptions and associations in people’s minds, which is key to loyalty and repeat business.
We’re also big on meaningful branding. The actual word “corporate” might sound large and officious but every brand still needs to come across as approachable and “human”. Okay, so a corporate business is not necessarily a touchy-feely one, but you don’t want to scare people away. Our team at TRCREATIVE understands that meaningful branding needs a “human” touch. Your brand can be likeable as much as it is reliable. There also needs to be a “realness” to how you come across, not an aloofness. It can get lonely out there if no one interacts with your brand.
There’s truth in the saying, a change is as good as rest. If your brand is tired and not performing as good as it once did, business will suffer. Customers don’t want “tired”, they want fresh and perky; they want to buy from an energised brand that’s full of optimism and passion, a brand that looks as though it’s at the top of its game. We specialise in this field because we’ve built up a great deal of experience through rebranding.
If you don’t give people what they want, they’ll simply head over to your competitors. Before it gets to this, let us help you make a change for the better. Think of it as a new look, a freshen up, a business nip and tuck. This is what a rebrand is all about – bringing your brand and logo bang up to date. You want to look as good as the products and services that you sell. Experience is not the only reason TRCREATIVE is big on rebranding. We get excited about this side of the business too. We love the whole process: the “before” and “after” transformation makes it all worthwhile.
Rebranding has some great success stories, so it’s definitely worth considering even though it might seem daunting at the time. “Rebranding Lessons from Airbnb, Instagram, and Google” takes an interesting look at how a re-brand works (and when it doesn’t) on a global scale. It raises some good points. For example:
Don’t just follow: don’t blindly follow re-brands trends just because everyone else is doing it. Not only does this put your brand at risk of looking like everyone else, you might get caught up in doing what’s popular but not necessarily right for your brand.
Don’t rush in: if your competitors are re-branding, it’s easy to get the fear of missing out and think you’re getting left behind. Rushed decisions and change for change’s sake is asking for trouble. Instead, put the time into research and gathering information; this will put you in a stronger position when it comes to making the right decisions for your brand.
Do grow and change: evolve with your brand. No one and nothing stays the same. Over time, brands need some TLC and a refresh. This shows your customers and your competitors that your brand exists in the moment. You are prepared for the future and whatever challenges and changes lie ahead.
Do test your designs: put new designs out to focus groups and listen to feedback. Google’s rebranding was tested exhaustively before its new identity was revealed. It didn’t spring any surprises either; it let its audience know what was going on and that rebranding was in process. Sometimes people need time to come around to change. Customers are creatures of habit; they’re loyal and they like what’s familiar and comfortable, so a little advance warning and transparency goes a long way.
Now, this is a really interesting part of branding. It almost works like mind reading, getting inside the heads of your customers and having a poke about to see what makes them choose a certain brand. Like buyer psychology, we apply this process to your product branding. It needs to convey the “must-have” factor and it needs to shout “pick me,” over all the other similar products out there.
People are marketed to all the time, so your product needs to have a big, shouty voice and stand head and shoulders above the competition otherwise it will never get noticed. We’ll put all our experience into your product branding to make whatever you’re selling look special and unique. It’s about creating that “whatever you’re selling, I’m buying” mindset. In other words, we’ll make you irresistible. People will come back for more.
We’re wildly creative and big thinkers but we’re also super methodical when it comes to branding. As much as we love visualising and storytelling, we also like a plan. There is a process to everything we do and we break it down into 5 key stages:
Your actual brand name sets the tone and personality of your brand. It is integrated into the design, logo, and communication of your business. Your brand name is your identity. It is your uniqueness. It can evoke emotion, describe your business, or suggest meaning.
In a wider sense, a brand name is so important because it puts meaning behind the business. It should trigger a positive association. Powerful brand names drive demand and pricing power, according to Forbes when discussing the world’s most valuable brands. Look at some of the biggest companies out there – the billion-dollar value ones such as Apple, Google, Amazon. They drive huge profits and dominate their market. The one thing that unites each one, no matter their differences? These companies have a strong brand name. It carries weight. It forges excellent customer connections, bringing brand and person closer together.
In short, the stronger your brand, the greater your success. Your brand name is your superpower.
Guidelines keep your brand on the right track and moving in the right direction. Guidelines guarantee consistency across your brand, which reassures the customer. People like to know what they’re getting. Think of brand guidelines as a set of rules (the dos and don’ts) you should stick to. Your brand is your personality, your values, and your vision – your guidelines evolve around these key points.
Brand guidelines address all the important stuff you can’t afford to forget about, such as the rules surrounding the use of your logo; colour palette details; typography; what type of imagery or illustrations you use; a tone of voice; the language you use. Identifying all this and writing it down brings your brand together. It shows cohesiveness and consistency in everything you do.
Without guidelines, it’s easy to get lost. You never want to lose sight of what your brand’s about. We’ll take care of your brand guidelines. It’s one less thing for you to think about.
It’s invaluable to get an outside perspective on your brand. Good branding agencies will clarify what your business stands for, what you have to offer, and how your brand can more effectively connect and communicate with your customers.
Branding is complex and intricate. It demands creative excellence and visual storytelling – this is our world, it’s what we do. Our experience is built on successful strategies that make the entire branding process work. We have the case studies to prove it. We specialise in:
Graphic design: bringing visual identity to your business.
Communication: creating a voice (formal or relaxed) for your brand.
Creative thinking: generating big ideas for your brand.
Forward planning: leading your brand into the future.
Marketing ideas: introducing customers to your brand.
Ongoing awareness: refreshing communication so your brand remains relevant.
Our approach is friendly, questioning, and curious. We want to know everything about your brand because this enables us to deliver the best creative solution. We don’t just present a concept as a done deal, we give you choices and opportunities to discuss, ask, suggest and be involved if you wish. It’s your brand after all. Use our expertise to make it a great one.
You’ve put a lot of hard work into your branding and business, so make sure no one steals your thunder. It is important to protect your brand. For example, having the right type of intellectual property protection helps you to stop people stealing or copying the names of your products or brands, the design or look of your products, and even what you write about your brand. Some protection is offered automatically, the rest you’ll have to apply for. Visit the Trade Mark Office for more information.