Naming is the absolutely most critical element of your branding and marketing. We have seen businesses limp along with an average name, then fly with increased sales and profitability after our new name was applied to the business.
Naming sets the client expectations and to some extent suggests the price point. If your name suggests a powerful performance difference, pricing is irrelevant. If your brand suggests competitive pricing, you’re stuck from the outset with a limiting brand.
Naming suggests qualities and associations that can only really be properly assessed when considering your target audience. A great subtle classy name may be totally lost on the truck driving audience you may want to target. Whereas a basic solid Truckie image may not speak to the high-end opera-goers for your music festival.
A logo is a graphic symbol or logotype for the business. Often it takes the keyword of your business name and stylises it to reflect in a unique way the qualities you deliver or style of business you operate.
For most of our clients, we design a unique symbol and stylised form to communicate the essence of the service or benefit delivered. We believe in the power of symbols to powerfully communicate values and connotations of the business or product. Powerful connotations that speak at a subconscious level to impact us. Our symbols add a perception of size and power to the organisation. It suggests a larger more established business. One you can trust. One that’s been around for a long time.
The strongest trademark is a wordmark, giving the broadest protection in your class of goods and or services. We have requests from clients all the time to also register the logo or logotype for the business. Obviously, this adds an extra level of protection but is flawed as minor changes to the design may avoid claims of infringement.
We assist with trademark registrations, and work with IP professionals as required, in the defence of your mark if appropriate.
We design slogans for businesses, services, products and for causes, organisations and charities. A great slogan sums up why deal with you, expressing the most compelling reason/s in a clever or memorable fashion.
These secondary branding elements including colour form and pattern, come together to tell a powerful story. They combine to create an order and style that people will recognise and remember.
It’s true that sometimes the simplest colour disciplines and consistencies, bring recognition and ownership of colour combinations and branding that speaks with form and colour alone. Take Cadbury’s purple colour for instance. Or Ray White’s black and yellow bands.
Those two examples show how consistency and disciplined use of these branding elements communicate, even without the words, their respective owners.
We design powerful memorable corporate patterns for application to vehicles, merchandising or uniforms and forms a distinctive branding theme that clients and their customers enjoy.
Once you have a great brand it’s important that stakeholders, staff and consultants know how to use it. That’s why we at Identia have established foolproof ways for your people to interact with and to use the branding elements. We’ve created a question-based asset repository that delivers the assets on a need by need basis. This was the only way to ensure quality system compliance and tracking of assets by staff and consultants. In this way, our own quality system is maintained.
We have prepared comprehensive style manuals for larger clients like universities and financial institutions, but for many smaller clients, we prepare simple style guides that make compliance easy and foolproof.