Perhaps the best place to start is to tell you who we are not.
We are not an advertising agency, we are a brand consulting firm. We’ve worked for and with agencies, firms, internal marketing teams and we know how they work.
We’ve Been There
We’ve launched new companies, new products and new services. Re-energized established companies and repositioned mature brands. Along the way we’ve helped solve some of the most demanding marketing challenges in the world from the client side, media side and advertising agency side.
We’ve worked with the best talent around and if your brand needs help in a specific area that we don't have the expertise to handle we can work in tandem with practically any agency, designer, film crew, media buyer, PR firm around because we’ve worked with them in the past.
All of this experience means we know how use the right marketing tools to move your business forward.
We Get Results
Since our inception, we’ve produced clear, measurable results for an exciting roster of Clients. We have a single-minded focus on helping our clients increase revenue, create a competitive advantage, and decrease costs by improving marketing efficiency.
Branding is often misunderstood. At it’s best, it’s seen as your logo and at its worst—a waste of money disguised as garble. But we believe branding is crucial because its products are so intangible. There are hundreds of companies saying similar things about similar products. So, if you focus on engagement and differentiation – they can be applied to more than your corporate identity. They help you sell your products and services—and can help to communicate ideas.
So, What’s Your Brand?
Your brand is ‘what YOUR CUSTOMERS think it is, not what YOU think it is. It’s the “what they think” about your business or your products that gives them their emotional gut-feel. First of all, a brand is not a logo. The term is short for LOGOTYPE which is design-speak for a trademark made from a custom-lettered word. It caught on because LOGO sounds trés chic.
Second, it’s not your corporate identity system. Your corporate identity system is only there to guide the use of your logotype when it’s used on printed materials, signage, vehicles and so on. And finally, it’s not your product, sales, distribution or quality. You’re brand is defined by these individuals that you have no control over and they all have their own version of your brand.
So, while we can’t control what they think, we can influence them by communicating the qualities of your products that make them different than any other product in the world. When enough consumers arrive at the same gut feeling—good or bad, you have a brand. Brandscapes helps you manage these differences, not on your spreadsheet, but in the eyes (or gut) of your consumer.
Your brand is conveyed to customers in many ways:
visual and verbal communication
products and offerings...just to name a few.
Branding influences how people think and feel about your business. This can happen via ‘engagement’ (imagery, color, tone) and it conveys the essence of your company. It’s what helps you differentiate yourself from your competition.
It’s Not Just A Logo
Although obviously important, your logo is not the ‘be all and end all’ of your branding efforts. Being clear about what you want your brand to convey is important.
What does your company stand for?
How is it different?
How is it perceived by your consumers?
Is that the way you want to be perceived?
What are your objectives?
What can you do to support them?
It doesn’t end there. Your brand is conveyed at every point you make contact with your consumer. At every touchpoint, people respond to the ‘look and feel’ of your communications, whether they’re conscious of it or not. And it’s all by the imagery, colors and typefaces you use and the ‘tone’ of that content.