What goes into a brand?
The concept of ‘brand’ is complex and difficult to define – and is therefore often overlooked as an element of a successful business strategy.
It’s much more than a logo, which is also a vital component, but this is just one piece of a much larger puzzle.
A brand is an experience. It’s a whole set of values and perceptions associated with what your business promises to offer. In a world that’s more connected than ever, having a compelling brand, or corporate identity, is fundamental to any modern organisation, B2B or B2C.
The touchpoints you have with your customer – whether it’s a post on social media or a business card exchanged at a networking event, all make up a brand identity, designed to connect with people and communicate the value you can provide.
A memorable brand does not happen overnight. It is the product of long-term strategy, driven by extensive research, to capture the true essence of your business in a striking and long-lasting message. We help you discover and shape this message by building a complete picture of your audience and examining the competitive landscape to understand your organisation’s unique proposition in the market. We use imagery and storytelling to reflect your true character and values, translating this across the different interactions your customer may have with your brand.
Logo design
A modern logo is flexible and adaptable. Not only must it portray a consistent message across web and print, but it must also work within a variety of contexts; social media profiles, website favicons, or an animated intro sequence, perhaps. Gone is the static vector logo.
Typography
Words are used in almost every single touchpoint a brand has with its customers, so typography makes up a significant proportion of a visual identity. Deciding what classification of type to use can have a powerful impact on the personality you portray. A hierarchy is set to ensure legibility, flexibility and consistency across all branding collateral.
Colour scheme
Colour resonates with us. Though not an exact science, it can have complicated cultural and societal connotations which must be considered when designing a brand’s colour palette. As the most recalled aspect of a visual identity, colour plays an imperative role in brand recognition, so keeping colours consistent across web and print is essential.
Photography style
An inconsistent imagery strategy can leave marketing material feeling disconcerting or jarring. A consistent approach is fundamental to ensure your personality is portrayed authentically, especially for E-Commerce businesses where photography is one of the biggest deciding factors for a customer.
Tone of voice
The words you say encompasses the values and promises you make as a brand, as well as building trust and authenticity. Each touchpoint with your customer may require a different tone of voice, even down to the level of an individual social media platform compared to another, but nonetheless, it must sound as if it comes from the same operation.
Naming
The name you pick for your organisation is perhaps the hardest aspect to change as it is displayed everywhere, from your logo to your domain name. A memorable name can be the factor which enables your brand to stand the test of time and instill advocacy amongst your audience. However, finding a name which has a suitable domain name and available social media handles can be a challenge.
Frequently asked questions.
Inzar, Joey and the rest of the team of at Insight have helped me to launch my new ecommerce business. Having had no previous experience/knowledge of launching my own website this was a daunting task!
- Dilesh Naran, From the Heart Gifts, Feb 2022
Insight has helped us from the original launch of our brand and have worked with our design team for over four years. The team are efficient and professional and we love how we can work collaboratively with them to grow our business.
- Peace & Blessings Team, Jan 2022
Brilliant service by all members of the team. They take a personal approach to all aspects of their business, and tackle each job with a positive attitude.
- Michelle Pye, English Couture Company, Jan 2021
I have been working with Inzar and his bright and talented team throughout the COVID situation. We have been developing a new website and concept.
- Roberto de Rienzo, DR Electrical, Jan 2021
Great team at Insight, delivered nothing but exceptional service and are always at hand when you need them. The experience has been amazing and I wouldn’t hesitate to recommend them. They have been extremely professional, creative and great at understanding your business needs!
- Chirag Thankey, Imperial Wealth Advisory, Oct 2020
We are really pleased with the outcomes of our refreshed branding and the new website – it all looks and feels very fresh, modern and up-to-date. The feedback from both clients and staff has been extremely positive.
- Julie McGarrigle, Alsters Kelley, June 2022
Insight Consultancy is a huge contributor to our marketing success, and I’m proud to say they have been for several years. I really value consistent creative and strategic insight delivered by people who manifestly care about our business, and they keep our output fresh and on point.
- Andy McGarrick, Northwood Leicester, July 2022
Fantastic company run by true professionals, pleasure to deal with, never disappoint. Highly recommend!!
- Gosia Prazeniak, Northwood Leicester, July 2022
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Branding case studies
