Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people.
The Cambridge Dictionary defines branding as “the act of giving a company a particular design or symbol in order to advertise its products and services.”
Whilst that phrase was likely an accurate description of branding at the time it was coined, it’s essential to understand that now, in 2021, branding has become about a lot more than just a logo or a catchy company colour scheme.
Branding is often misunderstood, or overly reduced to one part of the brand – the aesthetic component, or visual identity (the name, logo, design, packaging, etc). Whilst those items certainly make up one part of your brand, they alone are not the whole picture. Perhaps explaining it best, Branding Magazine writes,
“Branding is the perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders’ minds.”
At The Atticism Australia, we understand that your brand is your most powerful asset, and to effectively grow it requires a thoughtful, strategic approach.
First, you must identify who/what you want to be to your stakeholders, creating the brand strategy to position yourself accordingly. Once that’s been implemented, you must constantly monitor everything influencing your brand position and continually work to develop your brand’s reputation.
Our approach to brand development is three dimensional. Whilst we nurture your brand’s overall image and consistency through both visual appeal and written content, we also aim to strengthen the emotional connection with your customers to give more depth to your message.
Our development process is aimed to help define your brand’s personality: what it stands for, its goals, and the sentiment people feel when they think of it.
Having an outstanding brand identity and image will increase your business value, generate new customers, improve employee pride and satisfaction and creates trust within the marketplace.
The Atticism work with designers, content creators, brand experts and PR and marketing gurus to guide both these tangible and intangible aspects of your brand.
Working with you, we create a stronger brand identity, one which breeds commitment and lifts your tune above the competitive noise.