Branding is Much More Than a Logo.
Posted on 19 February 2011 - 12:21 PM by Navigation | (0) Comments
We’re often asked the question, what exactly do you do? We always respond—corporate identity branding.
Form follows function. This maxim is as true today as it was when the pyramids were being constructed. A company’s brand IS who they are. Their function dictates their form. Beyond the brick and mortar, how a company views itself and projects its image, message and soul is at the very essence of a successful brand. At the end of the day, most companies practice some form of logistics. They bridge the gap between a variety of service providers and their customers with technology, customer service and tactile products. Our goal in designing or redesigning a brand would be to develop an identity that assists our client to effectively communicate the sum of its unique characteristics, tangible and intangible, to it’s various audiences.
Words have real meaning. So do lines, colors and shapes. We believe there is an essential kernel of “magic” that must be extracted through a proper brand development process that will unveil your company to the world properly. As we know, our world is shrinking, but our understanding of how we message ourselves or get messaged is ever expanding. The creative team at Navigation lives for this. It’s who we are. From your logo to your mission statement to your tradeshow booth and even the branded pen you give away—your brand must properly tell your story.
A few branding terms and considerations we apply when developing a brand:
Readability & Usability / VCI (vision, culture & image) / Sub brands / Licensing / Touch Points / Audience Diversity / Brand Elasticity & Architecture / PR & Goodwill Brand Support / Channels & Integration / Brand Management & Standards / Existing Brand Loyalty & Equity / Customer Service Support & Sales Tactics/ Competition / Geographic & Demographic Needs / Neoglogism & Brandnomers / Market Share / Brand Parity, Extension & Dilution / Multi-Brands & Private Labels / Slogans, Mascots & Jingles / Brand Identity & Personality / e-branding / Brand Orientation & Lifecycle / Brand Positioning / etc.
Our creative team will be focused on your project for a sustained period of time. We will set and meet launch dates, milestones and deadlines. Your team will be informed at every step of the process. You will receive a new brand identity package that will help your company grow its market share. Using the art of persuasion, we will transform confusion to clarity, apathy to interest and antagonism to support.