Project Description

What is a Brand and what defines it?

First and foremost, the design of the logo is perhaps surprisingly at the end of the process. A brand is so much more than just a logo and in many cases when looking at the strategic direction a business could take, the brand is right at the heart of the decision making process. Before committing to the design of a logo it’s important to know what it should say about your company, its products and services. Try to put yourself in the mind of the customer to understand how they will view your brand and its identity, as once this has been determined then you’re well on the way to developing your brand strategy. Don’t forget branding also includes how you and your staff look and behave. So you see, your brand and how it is presented is perhaps one of the most important decisions your business will ever make.

So your brand is a statement about the values that your company or product stands for.

It is defined by the target audience it’s addressing, so your customers.

Concept to Completion

A pencil sketch depicting a rail track and the trolley that BROSSOS use to measure railways.
An image showing the final logo design for BROSSOS on a sketchpad with a persons hand holding a pencil on the right.
An image of 2 stacks of business cards showing the front and back design for BROSSOS.

Our 6 Point Process

Six images in circles representing the process Zein Marketing use for brand development.

The Business Plan

First, we need to get a full understanding of your business plan and at what point along the journey you are.

 

The Goals & Objectives

What are the company goals and objectives and over what timeline?

 

The Target Audience

Next we need to know about your target audience, drawing up profiles of your ideal customer.

 

Perceived Values

Then we draw up a list of the values your target audience will look for in their ideal product/supplier.

 

Concepts

From this information we will create some concepts of what the brand could look like.

 

Final Delivery

Lastly, working with you we will create final designs and draw up a Corporate Identity Manual (CIM) setting out how the brand can be used and in what circumstances.

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Some Popular Branding Misconceptions

Brand development is a long drawn out expensive process.

Not really, it can and should be relatively swift. Provided you have a clear picture of your target audience and what their key triggers are, then it can in fact be quite quick.

Once you have developed your brand you can’t change it.

Not true, there are many instances of companies who have changed their company or product brand and logo. However, it should only be done where there are clear sound reasons for doing so, it can be quite costly but it can also reap great rewards. Repositioning your brand can open up new markets and/or new target audiences.

Only large corporate organisations invest in brand development.

Most large organisations started life small. It was because they chose to invest in developing their brand that they became the successful companies they are today.

Only large companies can afford it.

This is not necessarily the case; price is always relative to the aspirations of the organisation. A clear strategy for growth will by definition require a brand development aspect for it to achieve success.

It’s only relevant to those companies working in the B2C markets.

Again, not true. Almost all B2B market sectors have instantly recognisable brands within their own business community.

Company Name: Zein Marketing Website URL: Facebook Url: Facebook Twitter Url: Twitter LinkedIn Url: LinkedIn Pinterest Url: Pinterest Contact Type: sales Phone Number: 01233 367567