In an increasingly complex and competitive global marketplace it’s increasingly important to create an identity that is distinctive and representative of your values and purpose to enable your company to cut-through the mass of advertising, be recognised for being the purposeful better brand and ultimately convert and retain consumers, better than your competitors can.
'A sensible starting point is understanding how you are currently perceived and how visible and resonant your brand is compared to your competitors.'
Beaudurof Brand Identity Elements
Beaudurof OOH Advertising
Your consumer research agency may have already conducted these perception audits as part of your strategic reviews and your marketing team will have provided analysis of marketing campaigns to understand consumer response to current brand campaigns. Your HR team will have polled employees on their views on whether the brand reflects their values and is engaging and inspiring.
To complement your internal analysis we will combine a visual benchmarking exercise, with a review of consumer sentiment and undertake a full brand visibility review to understand whether you are making the best use of your physical assets.
'The combined outcome of your analyses is that we are able to develop a visual, statistical, sentiment and physical assessment of how your brand is perceived, performs and its place compared to your competitors.'
When combined with your business and beliefs objectives, we have the basis for a solid brand design brief.
From this brief we will design the visible elements of your brand that identify it and distinguish it from competitor brands. A cohesive identity that wholly reflects the personality and purpose of your organisation, which will enable you to build a positive brand image. And a language that encourages audiences, from customers to investors, to buy-into your brand image.
Kingston Upon Thames Branding
Kingston Upon Thames print specs and colour scheme
Kingston Upon Thames OOH Advertising
We develop the brand design through multiple media formats, create future campaigns and compare these campaigns to the visual benchmarking exercise. This enables everyone to see the brand in comparable real-life scenarios. We also advocate that brand design routes are tested internally with employees and externally, if the project scope allows, with consumer focus groups or even in some online campaign activity.
We will produce a full suite of brand guidelines to enable all partners to understand why and how the brand is implemented. We can help deliver those onboarding sessions internally and externally.
'There are many brand agencies and many brand implementation agencies. There isn’t one agency that does both as expertly as we do.'
Borough Yards Brand Identity Elements
Borough Yards OOH Advertising
So, once your brand identity is developed, we are very well placed to support the delivery through marketing and mobilise its physical implementation, across the globe.
In merger and acquisition situations, there is a union of different organisations with distinct brands. It’s vital that brand is considered early in the integration process. This will help to speed and smooth the acquisition process, protecting the value of your investment.
During the 15+ years that we have been implementing brands we have learnt that, whether you are a Nokia or simply implementing a brand refresh in a single market, the same rules apply.
GLIMMA Americas has been operating in the USA for two years: working with various companies, including our role as brand experience partner for Delta Air Lines. We deliver expertise in many aspects of brand communication.