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A
strong brand is considered one of your best assets. More than anything, a brand is
a promise, a mark of quality, a symbol of
trust and a valuable asset. It's a
guarantee
to customers that they can rely on
the solutions delivered by a company. It
also protects companies from unusual
setbacks, such as bad media coverage or
negative events and can make a company worth
many times its book value. A strong brand
takes time to build and is developed over
time. Successful brands are those that
effectively embrace the whole organizational
philosophy in their brand communication and
touch the pulse of the customer.
According to Morgan Stanley research, smart
brand extension can result in stock price
appreciation of 2 – 9%. There is a
positive correlation between customer
perceptions of quality and stock price
returns. Successful companies incorporate
their points of differentiation into their
positioning statements which leads to strong
branding.
Kaleidoscope can develop your brand or work with your existing brand to make it stronger. We will establish a base line of standards and messaging that will allow your brand to grow and provide the framework for continued growth. We create comprehensive communication plans that build your brand both internally and externally.
Your brand should be linked across all areas of your business. This can be accomplished by connecting the product, or sub-brands to the house, or main brand.
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Services:
Brand Development:
Brand identity conveys the purpose and meaning of your brand, through a positioning statement that clearly defines your point of differentiation. It is important to establish a base line of standards and messaging that will allow the brand architecture to grow without having to rework major programs in the future. Kaleidoscope will work with you to confirm your value proposition and build it into a comprehensive brand plan.
Logo Design:
The logo is the visual manifestation of your brand promise. This visual incorporates the
colours, typography and graphics to clearly position the brand, ensuring a consistent look across all printed materials, Web site, press releases, trade shows etc. Logos are created to translate well in
colour, black and white and on the Web.
Brand Guidelines:
A brand is only effective when the organization as a whole understands and protects it. The more consistently you brand to the house, the stronger the brand will be in the minds of the members as well as employees, business community and other stakeholders. A set of brand guidelines is developed that can be shared with suppliers or internal members of the team to encapsulate the parameters and ensure consistency. This set of guidelines will include all the components that make up the Brand Character.
Branding Pyramid:
The branding pyramid is a convenient representation of an organization’s brand, key messages and commitment to clients and alliances. This should be used to “litmus test” all communications against.
Click here
for an example of a Branding Pyramid.
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