What is a brand?
In the simplest of terms, a brand is how people think and feel about your identity and product. A brand is “a collection of perceptions” by an audience of consumers, suppliers and even competitors. The market’s opinion of your brand can be determined by a variety of factors, ranging from your method of everyday transactions and advertising, through to your customer service. A brand is ultimately how the market perceives your company and your product.
What is a brand workshop?
Every design agency will have different methodologies when establishing a branding project. Through experience, we have found it helpful to have each Client step back and see their image from an outsider’s viewpoint. It’s very easy to lose sight of marketplace perception and assume:
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People automatically understand your product and brand;
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You are naturally better than your competitors.
A workshop provides an opportunity for key decision makers and personnel to share opinions and ideas in a not-too-formal environment, and to discuss strategic angles and approaches. This process provides our brand designers something to “hang their hat on” and to aid in the creative process.
How important is research when creating a new brand?
Simply, research is of the utmost importance. As well as product-focused research, visual and artistic research is equally as vital to gain a thorough understanding of what you wish to portray to the market, and what your current and future competitors represent.
Co. Marketing’s artistic focus is on your key ideas, unique product aspects, and the qualities of your competition, ultimately providing a conscious analysis of your visual strategy. This includes assessment of colour psychology, graphic style, positioning statements and hook lines.