Brand identity, development and design
Over the years, we’ve come into contact with a number of businesses that are unclear about what a brand is; never mind what their brand actually stands for. Sometimes they think of their brand as little more than the company logo. In fact company logos are only the ears of the hippopotamus.
For much of the 20th century branding was mostly confined to consumer goods and services. But, in the last 30 or so years, its expansion has been astonishing. Branding now has an important role to play in industry and B2B enterprises, the public sector and voluntary groups, non-governmental organisations and even religion.
Within the consumer sector there has been a fantastic increase in the choice of products on offer, with little to choose between them. Take cars for example – Skoda, Seat, Volkswagen and Audi have a lot more in common besides the fact that they all part of the same corporate group. Engines, drive-trains, transmissions and, sometimes, even chassis and body panels are all shared across the group.
So what makes one customer buy a Seat Exeo, another an Audi A4 when, to all intents and purposes, they are virtually the same car? The answer is branding – what that make or model means to the customer in question, when the time comes for them to make their purchase. In a nutshell, brands represent the sum of all valuable qualities of a product or service to the consumer.
“In the 21st century, branding will be the only differentiator between companies.
Brand equity is now a key asset.”Fortune Magazine 1997
In reality, much of the responsibility for your brand lies beyond the remit and control of your creative partner. But, every strong brand should be reflected in a strong brand identity. A strong brand identity will give your enterprise stand-out, particularly in competitive markets and should tell customers what you do over and above the competition.
At Barneys, we have a proven track record in creating visual identities that reflect the businesses behind them, helping companies to move forward and engage with their audiences.
To find out how Barneys can help develop your brand identity call Alex today on 0117 921 4551 extension 208 or contact us here .