Your organisation’s branding carries a lot more weight than you might think. There’s a common misconception that a brand simply consists of a logo and some accompanying colours and fonts, but your brand is a heck of a lot more than that. It represents who you are and gives your whole organisation an identity. And most importantly, it gives you personality.
People are exposed to more brands than ever before in today’s digital climate. So it’s not just a good idea to have a strong brand identity – it’s vital to survive in a competitive marketplace.
There are so many different things your brand can do for your organisation. Let’s explore what these are in further detail…
Let’s face it, an organisation without a strong brand identity isn’t likely to stick around in anyone’s mind for very long. People naturally take notice of a strong brand identity. So by making sure that yours is distinctive, engaging and original, you’ll be making sure that your organisation is the one they come to when they’re actively seeking out your services.
And don’t forget that brand recognition isn’t just about how your organisation is seen externally. It can also provide value internally by creating a sense of unity that makes your employees feel like part of a team. Google is a classic example of this. Their brand has become synonymous with their culture and has set the tone for many of the perks and benefits many start ups have introduced in recent years to attract new talent.
Your brand identity is made up of what your organisation says, what your values are, and what you want your audience to think, feel and do when they interact with you. In short, your brand identity should represent your personality and give your customers a promise of what they can expect from you.
This is something we did for Warrington Borough Council when they approached us to create a new brand identity for their new adult social care business – the ‘Catalyst Choices’ community interest company. Our creative process involved undertaking various site visits so that we could meet with the staff and services users to discover the first-hand value that Catalyst Choices provided for them. Inspired by these individual stories, we were able to develop a brand framework that represented the organisation’s unique culture and was reflective of the service, it’s staff and the service users. You can check out the full case study here.
If you had to choose between an organisation with slick, engaging and forward-thinking branding and an organisation that hasn’t made the same level of effort, you know which one you’d be more likely to trust. Your brand is what will help your audience form their first impression of you. So if you’ve made little effort to update or innovate it over the years, this could give people a negative indication of what they can expect from your organisation.
A strong brand identity shows your audience that you’re an established and credible organisation that they can trust. A good example of this is the brand identity we created for their Faculty of Science ad Technology at Lancaster University. The faculty works in partnership with business and industry through the highest quality research and teaching, to make a demonstrable and valued economic and societal impact. The faculty required a brand identity for their business partnerships team that was distinctive, professional, innovative and forward-thinking. We created a new and innovative 3D illustrated orb style identity, along with a short brand ident to bring the new identity to life – which you can watch below.
At Eleven, our branding process is considered, collaborative and effective, which is why our clients have total faith in us to deliver a new identity that will engage the right people.
If you’re looking to develop a new visual identity that will help you stand out from the competition, tell a story of who you are and build trust with your audience, we’d love to work together. Get in touch with us today and we’ll be more than happy to help you get started.