Brand New Experience

A brand is much more than a logo, it communicates on a wider level.

Of course a logo is vital to the making of a brand and serves its purpose as a symbolic, identifying tool, but your brand is your strongest asset. It is the personality of your company, the culture and the ethos. A brand is the essence of what your company can offer and deliver. It should reflect the experience your client can expect if they choose your company. Whether you wish to increase sales, reach a wider audience, enter new markets or find new partners, correct branding will create the right impression.

A successful brand is easily ‘read’ through a carefully crafted set of perceptions and images that represent a company, product or service. Take Coca-Cola, an iconic brand, which to the consumer eye has not changed a great deal over the years. However even the big players need to reinforce their branding strategy regularly to stay at the top of their game:

The Coca-Cola brand is taken for granted, after all it hasn’t changed for decades has it? In fact the Coca-Cola brand underwent 18 months of design scrutiny (largely due to the size of the organisation) resulting in seemingly effortless changes to the iconic brand in 2009 which, according to some, may seem like nothing more than an easy tidying up exercise but which in fact was a huge project, taken on by Pio Schunker and a team of independent design consultancies, with an aim to reinforce the brand.

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Images: D&AD website