WHAT’S IN A BRAND?

A simple answer is…

EVERYTHING

At The Creative Tree, we believe that a Brand represents the totality of your company, everything it stands for; its products or services, its values, its people, its feelings . . . its personality. Your Brand is there to speak for you when you cannot, which is most of the time.

Most people can reel off the names of a few well-known brands when asked, but take a moment, think about the feelings and emotions they evoke too. Creating this ‘aura’ around a brand is a journey we’d like to take you down when developing or re-developing your Brand.

There’s no place in today’s world for a tired brand, and today is exactly the right time to re-examine the impact your Brand is making.

As an established branding agency in Surrey, companies come to us when they want a different look or to be perceived differently.

Looking for expert help with
your branding?

    What is at the core of a successful brand?

    Outwardly, success relates to how well the company behind the Brand has developed vital factors such as trust, familiarity, loyalty and value, which ultimately drive the company’s financial fortunes.

    Inwardly, it’s a little more complicated and it’s driven by such elements as:

    • Core company values and vision.
    • The passion a company has for what it does, and which becomes instilled in its management and workforce.
    • The nature of the product or service and its market audience.
    • How these all reflect the aspirations of its audience.

    Aspects such as these, help tune the personality of the Brand, and it’s these we look to discover and understand when you first engage with us.

    We then look to translate these into more tangible elements that work together to help your company communicate and resonate with your audience. Such as:

    A colour scheme

    Colour has an incredible impact on us individually. Ask what somebody’s favourite colour is and you get a glimpse of their personality. The same is true for a Brand

    Read more

    Colour conveys feeling and mood. It can help differentiate between professional and fun. It’s therefore useful to ask: “What colour best describes your company and why?”

    Colours traditionally have a certain psychology associated with them. If your Brand uses blue for example, it’s likely to convey trust and dependability. Whereas red, for instance, can portray both friendliness and aggression; possibly great for a law firm or a sports related company, but not so great for a mediation company or healthcare firm .

    As you work with our Brand experts, we’ll help you identify a limited number of colours that best represent the personality and nature of your Brand.

    Typography

    In many ways, the type set or ‘font’ you choose, is also a reflection of your Brand’s style.

    Read More

    Take a moment to think about the different forms of product packaging we encounter daily and the message they want to impart, then look closely at the typography. Is the font conveying a sense of professionalism or does it make you want to eat it? Is it deliberately trying to elicit an emotion, a time gone by perhaps or a romantic feeling?

    Our Brand team will explore with you which fonts and font types could best make the impression you are looking for and the feeling you are hoping your Brand will evoke.

    Tone of voice

    We have five senses and each one can be used to help determine the style of your Brand.

    Read More

    Tone of voice refers to how your Brand’s message is conveyed though text and the style of languages that should be used throughout the Brand experience, right down to the copy on your website and the language used on social media.

    The style of language used can differ dramatically depending on the business.  Take lifestyle consumer and legal businesses – one may be more laid back and easy going, the other much more professional, officious even.

    Tag line

    An iconic logo is easily recognisable, but often it’s the tag line that’s more memorable. However, it’s a personal thing. Some people are visually attuned, other audibly so.

    Read More

    It’s important to give considerable thought to the tag line, something our Brand experts are skilled with. You may have heard of a company’s ‘elevator pitch’ – the distilled essence of the value a business could bring to a potential prospect, delivered to that prospect in less than 30 seconds. The tag line can be considered as your ‘super elevator pitch’. In just a few words, describe your company and what it represents – Just do it!

    A colour scheme

    Colour has an incredible impact on us individually. Ask what somebody’s favourite colour is and you get a glimpse of their personality. The same is true for a Brand

    Read more

    Colour conveys feeling and mood. It can help differentiate between professional and fun. It’s therefore useful to ask: “What colour best describes your company and why?”

    Colours traditionally have a certain psychology associated with them. If your Brand uses blue for example, it’s likely to convey trust and dependability. Whereas red, for instance, can portray both friendliness and aggression; possibly great for a law firm or a sports related company, but not so great for a mediation company or healthcare firm .

    As you work with our Brand experts, we’ll help you identify a limited number of colours that best represent the personality and nature of your Brand.

    Typography

    In many ways, the type set or ‘font’ you choose, is also a reflection of your Brand’s style.

    Read more

    Take a moment to think about the different forms of product packaging we encounter daily and the message they want to impart, then look closely at the typography. Is the font conveying a sense of professionalism or does it make you want to eat it? Is it deliberately trying to elicit an emotion, a time gone by perhaps or a romantic feeling?

    Our Brand team will explore with you which fonts and font types could best make the impression you are looking for and the feeling you are hoping your Brand will evoke.

    Tone of voice

    We have five senses and each one can be used to help determine the style of your Brand.

    Read more

    Tone of voice refers to how your Brand’s message is conveyed though text and the style of languages that should be used throughout the Brand experience, right down to the copy on your website and the language used on social media.

    The style of language used can differ dramatically depending on the business.  Take lifestyle consumer and legal businesses – one may be more laid back and easy going, the other much more professional, officious even.

    Logo

    Quite naturally, when ask to recount a Brand, many will either recite a tag line or identify with a logo. Both can be part of the logo experience.

    Read more

    The logo really is the embodiment of the Brand, combining symbology, colour, typography and a certain tone of voice, even though tone of voice my arise implicitly as a result of the other Logo elements. For example, consider the symbology behind a lion or a castle and then what language you might associate with it.

    The logo is the visual representation of a brand. Great logos can become iconic.

    Tag line

    An iconic logo is easily recognisable, but often it’s the tag line that’s more memorable. However, it’s a personal thing. Some people are visually attuned, other audibly so.

    Read more

    It’s important to give considerable thought to the tag line, something our Brand experts are skilled with. You may have heard of a company’s ‘elevator pitch’ – the distilled essence of the value a business could bring to a potential prospect, delivered to that prospect in less than 30 seconds. The tag line can be considered as your ‘super elevator pitch’. In just a few words, describe your company and what it represents – Just do it!

    Allowing The Creative Tree to look after your Brand
    as if it was our own will give you peace of mind.

    HOW THE CREATIVE TREE APPROACHES BRANDING

    Visually, the logo is the recognisable face of your Brand and along with the tag line, helps project your company’s personality. All too often, this ends up being the beginning and the end of the branding exercise for some companies. But a brand is so much more than this. A brand is the sum of the parts, shaped by everything from your tone of voice and visual style to your culture and company vision.

    At the centre of our efforts is the belief that the Brand’s real goal is to reflect the aspirations of its target audience. This means that your brand image needs to be much more than an inward reflection of the company, its values and people. Our approach is to help you understand these and embody them in a brand that makes it both relevant and appealing to its audience, and which translates well across a variety of different media.

    Start by asking yourself how you want people to ‘feel’ when they connect with your Brand. What emotion and feelings do you want it to evoke? It’s questions like these that help us uncover the outward brand personality with which you wish to be associated.

    Whether you’re launching a new brand, rebranding or refreshing your current business, we will work alongside you from the outset to achieve the best possible results.

    Food Label Branding and Logo Design

    Using your new Brand

    By this point, your company will have spent a lot of effort re-shaping your Brand and turning into ‘that special something’. Your Brand is a significant source of competitive advantage. You need to protect it.

    Allowing The Creative Tree to look after your Brand as if it was our own will give you peace of mind.

    Through our brand management service we can act as your brand guardians ensuring that your messaging and look and feel is always in keeping with your brand guidelines.

    Your business partners and supply chain may have reason to reflect aspects of your Brand. Our brand management service will help you ensure consistency is maintained across your external operations too.

    Times change, along with it, styles and audience expectations. The brand experts at The Creative Tree act as an extension of your own team and are always conscious of the implications of change on a brand. We’re always looking to keep your Brand looking as fresh and up to date as possible across all your channels.

    Routes-to-retail-logo-website-design-1

    Armed with a fresh identity and a crisp new logo in hand, you’ll no doubt be keen to get it seen. It’s important to remember that your Brand is rather like a uniform; it has a specific way to be worn and presented at all times. Your Brand has to be consistent across every element of your business and operations – not just business cards and signage, but also throughout:

    • Your website and email
    • Office stationary
    • On presentation templates such as PowerPoint
    • PR materials
    • Trade show collateral, exhibition stands and banners.

    If your employees do wear a uniform of some form, perhaps work wear that has an embroidered logo, we’ll help you get the detail right.

    We’ll ensure that your new Brand is consistent across all of your communication channels.

    Element-Six-CIMT-Exhibition-Stand-Design-1

    To achieve this, we create usage guides that you can share with those who wish to include your Brand in their communications. Naturally, as the media used changes, so too may the format, and so we anticipate this. The result is a set of brief details as to how you expect to see your Brand represented across different types of media, in print and on digital devices.

    Relationships with other people and businesses is a natural part of doing business, and those we partner with often need to refer to your Brand in their communications. Consistency is essential; your Brand should always be portrayed in the same way – even down to the size and use of logos and tag lines.

    GoldKeyMedia-Branding-Logo-Design-brand-guidelines

    The guidelines will include such aspects of use as:

    • Logo applications
    • Sizes and formats to use
    • Whitespace requirements
    • Options for black & white or inverse colouring
    • Your corporate font, sizing and colour palette
    • What your Brand cannot be associated with

    Let’s develop your brand together

    At The Creative Tree, we work with our clients to build and develop brands that successfully engage with their market and become recognised.

    In a crowded, often chaotic market, visual representation is crucial. To grow your company’s competitive edge or grab attention as a new market entrant, your Brand needs to steal the moment when people encounter it. Your Brand needs to evoke an emotion or stimulate interest; it needs to move people to action. Your company’s Brand is its visual elevator pitch. As the saying goes, “a picture is worth a thousand words”, we’d say that “a brand is worth a thousand emotions”.

    A brand is worth a thousand emotions.

    How do you, and those who work with you, visualise your business’s impact in a world where change is a constant companion? A business world that is driven by quickly advancing technology, globalisation, intense market competition, changing consumer attitudes and lifestyle demands. It should come as little surprise that if you want your business to stand out in such a dynamic and exciting world; you’re going to need ‘that something special’.

    Helping align the values and goals of your core business or product to your audience, ensures the brands we create are relevant, memorable and successful.

    There’s an old saying that’s as true today as it’s ever been: “People don’t like to be sold to, but they love to buy”. More often than not, people buy what they are familiar with, because it’s easy.

    The key to generating familiarity is to establish a set of brand elements that resonate with your audience. Recognisable values help foster intimacy and attraction, the very roots of familiarity; this is the role of the Brand – it is ‘that something special’.

    Related

    Should you refresh your brand?

    Read our article on how and why you should refresh your brand

    Outdoor furniture rebrand

    Case study on how we repositioned Gaze Burvill to look more luxurious

    WHERE CAN WE TAKE YOUR BRAND?

    If you think our creative agency will be a good fit for your next project, please contact us or call our studio on 01932 850122  to speak to one of our experienced designers.