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Branding & Corporate Identity

An average brand accounts for c.33% of its company’s market value. For the likes of Coca Cola & Disney it’s much, much more.

Regardless of whether you are a sole trader or multinational, your corporate identity or branding should not be regarded merely as a ‘cosmetic exercise’ – or simply a new name or logo – if this is the case, the result will be purely superficial and potentially damaging.

Branding needs to start with a clear view of what your product or service offering should be about and how it will differentiate you from the competition and give your customers something they want.  

Then it is about organising your products, services, employees and corporate operations to deliver that. The visual and verbal brand identity should then reflect and symbolise the difference.