Branding is changing. Over the past couple of decades, I’ve seen psychology, data and strategy being increasingly incorporated into brand development. Branded communications need to be easier to absorb, and to deliver exactly what the consumer requires, exactly when they require it.
There are two sides to this coin. On the one side, digital brand communications are fast, and the options for their use are virtually unlimited. On the other, brands still need to exist in a physical world: from offices and retail outlets through to our homes, restaurants, sports stadiums and many other areas.
To be successful in their branding aspirations, businesses need to understand that both sides of the coin are important when it comes to brand identity design and implementing communication strategies.
Today, the best online and offline brand experiences are seamlessly integrated through an ‘omni-channel’ brand strategy. Put simply, this involves consistent brand styling across all environments, which are then adapted to serve the specific audience at the relevant points of interaction or touchpoints as we like to call them.
Good design not only makes the omni-channel strategy work, it also simplifies the complexity of business strategy, making it more visible and easier for internal and external audiences to navigate and understand. Furthermore, this consistent approach also helps to build brand recognition, trust and loyalty.
Whether the purpose for a brand is to inform, inspire, pave the way to purchase, or simply to enjoy, an omni-channel strategy for branding gets the best results.
Branding begins with purpose. A good starting point to help define a company’s brand is to visit its core, beyond the purpose of making money, and to look at the reasons for its existence. To begin with, consider what the company does, how it goes about doing it and why it is different to other companies in the market. This is a good exercise for anyone interested in looking at their branding and a great place to start a conversation about a project.
Throughout this website you will discover some examples of brands I have created for clients. This work spans a wide range of branding disciplines that implement my unique style of thinking and have provided the favourable outcomes you will see. From ‘basics’ such as logo design, colour palettes and websites through to art direction, set building, photographic retouching and more.
Whether you need help with starting a brand from scratch, want to freshen your brand, or would like to discuss a complete brand overhaul, my expert knowledge and holistic approach to branding will help to bring new light and vision to your business.
