A brand is far more than just a logo. A great brand and identity strengthen the relationship between your company and your audience. It defines your vision and values. It helps organisations to connect with their customers and employees, and it builds trust, credibility and loyalty.
Maybe you’re starting from scratch and need help to define who you are. Perhaps you’re more established and looking to take your brand to the next level. Maybe you’re planning for change, and it’s time for a rebrand. Many of our clients ask us the following questions:
How can we establish our brand values and unlock our points of difference?
How can we differentiate the key elements of each brand (product range, price points, positioning, channel availability) in the minds of consumers and channel partners?
How do we express my brand visually and verbally creating an emotional connection with my customers?
How do we define the optimal role of each brand’s promotion and advertising messages across all channels including online?
How do we create a successful brand portfolio strategy and avoid customer confusion?
Positioning around a functional or emotional benefit isn’t enough anymore, with purpose instead emerging as the core of modern brands and as a key ingredient in what makes a brand become — and stay — relevant. Brands with purpose stand for something beyond their product or service, and consumers know it. These are brands which can always answer two questions: What do we believe? And why do we exist?
Purpose has become one of the best ways to inspire people, both internally and externally. And it’s essential to creating shared value. Brands with purpose don’t just transact with people – they deliver something more, an intangible element that becomes part of an ongoing relationship.
The brand development process isn’t about pretending to be something you’re not. It’s about helping you to define and strengthen the most important aspects of your business and bringing that to life:
Creating the brand strategy, including brand mission and positioning.
Developing brand names and straplines.
Crafting key messages and defining your tone of voice.
Establishing your brand values and identifying your points of difference.
Honing your positioning and shaping your brand story.
Creating visual identities including logos, colours, fonts, imagery and iconography.
Your brand is the unique voice and face of your company, it creates an emotional experience that establishes a lasting memory. Every brand starts with discovery and communication. We take great care in understanding our clients and their customer base.
We build brands which inspire. Branding is about expressing a company’s personality and values, and building a comprehensive and consistent experience which resonates with customers and cultivates lasting relationships.
From brand strategy to guideline and assets, we build identities which express your company’s personality and values.
Brand strategy: identifying which customers a brand (or portfolio of brands) is serving and positioning your brands to differentiate and drive growth and build clearer targeting of customer segments.
Brand discovery: our proprietary process taking a 360° view of your world, designed to use insights to drive strategic and creative results-driven recommendations.
Brand identity: defining the company’s overarching ambition and the purpose of what it does, and what its attitude is facing the world.
Brand attributes: the characteristics which describe the intrinsic and extrinsic qualities of a brand. They translate the brand promise into its personality, functionality, and physical traits through imagery, language, actions, and assumptions. Attributes are what allow us to identify brands.
Brand architecture: creating a brand framework which enables consumers to form opinions and preferences for an entire family of brands by interacting or learning about only one brand in that family. The key to success is having as few brands as possible but as many as needed to win at every customer interaction.
Brand portfolios: as organisations launch many new brands and sub-brands to address their customers’ fragmented needs, we help define the roles and relationships of brand assets within a portfolio and consolidate brands to reduce complexity, overlap, and costs—all within a coherent brand architecture.
Re-branding: this frequently means repositioning established brands to better meet customer needs. We help establish a clear vision as to why the re-brand is needed and what it hopes to achieve.
Naming and messaging: what do you want to say, and what’s the best way to say it? From naming your company to articulating brand promise and positioning, we’re here to help pinpoint and amplify the most authentic voice for your brand.
Visual identity: brand identity is a unique, differentiating element and is the starting point for all communication. It will allow people to understand the values you want to convey by creating a solid, consistent, and reassuring image for your users.
Brand guidelines: consistency drives the power of a brand. We then ensure the integrity of your brand by creating logo specifications and guidelines for typography, colour, iconography, image style and usage. This ensures that anyone can apply your brand assets correctly and consistently.
Marketing collateral: brands are not just seen, they are experienced. In addition to a company’s logo and digital presence, brands must also communicate in the physical world. We have expertise in all forms of printed media marketing, from flyers, business cards and posters, to displays and signage.
Illustrations: custom graphics are an effective way to increase the visual appeal of digital products and platforms. We can create original 2D and 3D illustrations adding uniqueness to your brand and user interface.
If you would like to learn more about our experience, please contact our Marketing practice team.
Please contact us for more information on our past projects.
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For a fashion apparel company, we developed the customer insights and segmentation needed to reposition brands.
We worked with a leading car manufacturer to strengthen brand and market position through streamlined marketing communications.
We helped a pharmaceutical company develop a brand tracking and management system to boost quality control and allow easy comparison of data across countries and time periods.
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Henderton acts as independent, trusted advisors to innovative companies throughout their growth lifecycle.
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