Brand design is not your logo. A logo is a small ingredient in the recipe it takes to create a resonant and enduring brand.
To be enduring and engaging, a brand needs to be built on solid strategic foundations.
It will bring together the core brand messages and positioning with a design language (including brand symbology), tonality, imagery and behaviours and will formalise them in such a way as to allow an organisation to speak compellingly ‘with one voice’.
DPR&Co’s brand development process begins with strategic brand elements and moves through to the creative and executional strategies.
Naming: DPR&Co helped name many organisations and products. The tests we apply to a name include:
Many organisations struggle to describe a compelling set of brand values.
Internally focused brand values are relatively easy to conceive. But establishing how your values impact a customer’s propensity to buy your brand may require you to distil customer-facing values that you can ‘live’ through every transaction and that don’t expose your organisation to risk.
Your team must be able to put these values into practice easily. For example, if one of your values is customer centricity, you can expect your customer to be doubly annoyed by a failure to deliver a positive customer experience.
A visual identity for any successful organisation will cover a long list of applications:
Budget partially determines how comprehensive your basic list of elements can be. We provide a ‘zip-up’ guide on smaller branding jobs – a concise set of rules around the brand expression.
Again, building on the strategic brand foundations, we apply a creative overlay. In some circumstances, this is a stand-alone process while it may be part of our New Real process in others.
Materials that support your organisation will come to life. This process may include brand briefing documents, brand assets such as screen savers, signage, pre-launch and launch activity planning including media briefings and brand-themed mood videos, video press releases and more.
Often (but not always) distilled as part of The New Truth process, a brand ‘idea’ simply describes the feeling you want your audience to experience when exposed to your brand. It may be that the brand has a particular social or environmental overlay we need to communicate compellingly. Most importantly, your brand idea should resonate with authenticity and credibly with your audience.