It’s easy to think of logos and colours when we’re talking about brands. It’s what we see and mostly remember yet there is so much more to a brand.
The Chartered Institute of Management define a brand as” the set of physical attributes of a product or service, together with the beliefs and expectations surrounding it – a unique combination which the name or logo of the product or service should evoke in the mind of the audience.”
Branding is the process of defining and creating that unique combination. It aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
My work involves spending lot of time researching the company, products / services and markets to ensure that what we define and create is truly authentic to that organisation and their products.