In setting the strategy for your brand, our brand values workshop ensures all aspects of your business are considered. We involve you at every step of the process ensuring that we are on the right track and that the brand developed reflects your business’ desired position and highlights your true point of difference. Our detailed process also ensures that the brand we develop has the integrity and versatility to shine when, and wherever, it’s applied and has the sustainability to stand the test of time.
Branding is your opportunity to seize a unique position in the marketplace and actively shape customer perceptions of your product or service. Sound strategic planning is required to develop a brand that reflects your offering and differentiates you from your competitors. At Lumino, we have developed a methodical, staged approach to the branding process.
The best brands clearly express defined brand values. Our brand workshop defines the tangible and intangible qualities of the branding project so that they can be used in the creative phase to guide the name creation, determine choices for the visual identity and develop a brand values statement. If a name is yet to be chosen, the brand values statement guides the development of a list of potential names that express the values and appeal to the target audience. We believe that owning your brand name is essential. Registering your name as a trademark offers you protection against competitors using a similar name which causes confusion in the marketplace.
The name is then translated into a visual identity through structured creative techniques. The visual identity consists of a combination of graphic elements, colour palette, typography and imagery. Finally, every brand should have a positioning statement, to position the brand in the minds of the target audience. See our blog on developing a positioning statement.
A brand health check should be undertaken yearly to ensure the brand is maintaining relevance in the market and consistency in it’s messaging.