In today's marketplace having a logo is just the beginning.
Brands are now more than a logo, they are expressive experiences. Delivering recognition, motivation, emotion, consistency and brand promise, your brand now also has to engage and deliver these values in new ways.
“Your brand is what people say about you when you’re not in the room”
Jeff Bezos, Founder of Amazon.
With a 360˚ brand palette to take advantage of, (from print material and digital to interactive social media), the opportunity to connect with your audience has never been greater.
Types of brand
So what type of brand are you?
Although brands are always changing and developing through cultural, social and economic influences, there are 4 recognisable brand types, each having its own characteristics. All can be found in commercial and retail environments.
They can be defined a:
These can be found where the brand is the product. It often has its own unique personality and quality that is reflected in the business.
Typical examples: iPhone, Gordons Gin, Post-It notes, Cadbury’s.
Typical qualities: Emotive, usable, desirable, quality.
These brands are defined by a powerful spokesperson or leader, they reflect the qualities, beliefs and traits of that individual.
Typical examples: David and Victoria Beckham, Richard Branson, Steve Jobs.
Typical qualities: Emotive, adventurous, inspirational.
Such brands are driven by the philosophy of the business, its beliefs, attitudes and values. They can be local or global.
Typical examples: The Body Shop, Innocent, Cancer Research, Boots.
Typical qualities: Innovative, creative, emotive, informative, reliable, trustworthy.
They are represented by a unique design of a product or identity and are usually heavily promoted. They often become household names.
Typical examples: Nike, Coca Cola, Apple, Rolex, Prada, Burberry.
Typical qualities: Innovative, creative, emotive, aspirational.
Not sure where you fit in?
Looking to reinvigorate your brand or communication?
With 75% of buyer decision-making based upon our ‘emotional’ responses, we will work with you to shape your business purpose into an engaging, creative and memorable brand experience.