The process of how to create a successful brand
Published: September 2015
Branding is so important to your business. It’s not just your logo and it’s not just what your business looks like. It’s all about representing your core values as a company and includes logo, style, tone of voice, customer reputation and approach.
We thought we’d show you a step-by-step guide of how to create successful branding, from conception all the way through to completion.
The client
TTR Barnes Financial Services Limited is a privately owned company with over 70 years of experience of providing Independent Financial Advice to individuals and businesses.
The Brief
As the client made a conscious decision to refresh their approach to doing business they took the opportunity to change their name to Key Wealth Management. Newcastle design agency Urban River were challenged with updating the brand image of the company to coincide with the name change and new forward thinking approach to financial advice.
Initial Logo Concepts
The fist step of creating the new brand identity was to design a new logo. For further information on the difference between a logo and a brand, read our article “Branding is not your logo”.
We broke out the pencils and paper and got to work on sketching out some initial concepts, ranging from the obvious to the obscure.
After a few internal chats, some decisions were made on which ideas were working the best and should therefore be developed and presented to the client.
Concept Development
3 possible solutions were picked and developed before being presented to the client.
Further Development
The presentation was a success and the client picked one of the ideas to be developed further.
The idea that they chose was based upon the use of ‘less than’ and ‘greater than’ arrows. These arrows are symbolic of the core values of a company offering financial advice i.e Spend less money and bring in more money. The logo itself features the less than arrow whilst the more than arrows were planned to feature throughout the branding.
Solution & Branding
The client was happy with the developed logo and wanted to see how this would tie in with an overall company ‘look’. The client had previously not undertaken any form of proactive marketing at all, so we had the opportunity to start from scratch and introduce them into the market place with a full brand identity which would work across all marketing materials both on-line and off-line.
We developed a number of illustrations to highlight key business features, which when placed alongside a bright and bold use of block colours created a very clean, modern and professional brand with the aim of distinguishing themselves above the competition and attracting new bigger corporate clients.
The new brand identity was applied to a fully responsive website, all corporate printed materials and a range of advertising through various formats.
If you would like us to help your business create a successful brand that embodies your business values and creates a trusted image, get in touch today. We’d love for you to set us our next branding challenge!
