Pinning Down Your Brand Identity
Who are you? How does a brand go from a logo to achieving a personality?
A common misconception is that a brand just consists of a logo and some defined colours, but there’s so much more than that. Branding could be a smell, a taste or even an associated feeling. It might sound odd but think about it… When you walk into a bakery, what hits you first – the name of the business outside or the smell of freshly made bread? There’s a reason why many bigger name brands have their own perfumes scenting their stores – it’s all in the finer details and sensory associations.
“We are impressed at the way you got to grips with our tricky brief.”Andrea Bonner, Essex County Council
Our branding workshop has evolved from an open and unscripted brainstorming session into a programme of well-considered questions and interactive elements. Exploring your business in-depth, clarifying its goals and finding its identity is truly an informative and rewarding activity that we love being a part of.
In a fairly relaxed and informal environment — with a decent supply of chocolate biscuits and coffee (!) — our workshop begins with the placement of your brand, looking at its architecture, building on the foundations of its personality, defining characteristics, core values, audience perception and image-projection.
This process not only helps us to understand and focus your brand, especially with creating a logo, it’s a valuable exercise for individual clients. When the right questions are asked they can help define goals and ideas for a new business; or remind established businesses what their initial values were, and how they can redefine them.
Your branding workshop can be one-on-one or run as a group session, it’s good to have an open mind. We often find that in larger group sessions employees may view and understand a brand differently than their directors, they can also provide valuable insight into the brand’s real-world perception. That’s why we encourage everyone to participate and enjoy the process as their input, whether negative or positive, is valid and vital.
The knowledge you gain from this stage of your brand’s development process is indispensable to the creativity that follows. Without this information, it’d be a bit like trying to bake a cake without the ingredients.
Many of our clients have found our branding workshops to be great brainstorming sessions for their personal benefit too. So drop us a line, and let’s make your concept come to life.
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