Services · 04
Branding and identity.
A logo is not a brand. It is one of about ten things that make up a brand, and on its own it is the least important of them.
What branding means here
Branding is the set of decisions that make a business recognisable and consistent — what you sell, who you sell it to, why they should pick you, and how all of that looks and sounds everywhere it shows up.
Most projects touch some of the list below, not all of it. We will tell you which parts are worth your money right now, and which can wait until you are bigger.
The scope of a brand
- 01
Brand definition
What your business is, in words you would actually say out loud.
- 02
Brand positioning
Where you sit relative to everyone else your customer is considering.
- 03
Brand identity
Logo, colour, typography, imagery, and the rules that hold them together.
- 04
Advertising and communications
Tone of voice, and the templates that keep it consistent.
- 05
Sponsorships and partnerships
Who you are seen standing next to.
- 06
Product and packaging design
For most physical products, the highest-impact item on this list.
- 07
In-store experience
What walking in feels like, if you have somewhere to walk into.
- 08
Workspace and management style
Your team is the brand more often than your logo is.
- 09
Customer service
The part customers remember longest, and the part most brand projects ignore.
- 10
Pricing
A price is a positioning statement whether you intended it to be or not.
It starts with one sentence
Before anything gets designed, we write your positioning statement.
Your brand positioning statement sets out exactly what your company does, who it does it for, and what gives you the edge over the alternatives.
It is one sentence and it is the hardest part of the project. Get it right and the logo, the colours, the copy and the ad spend all have something to point at. Skip it and you are just picking fonts.
What you get
- A written positioning statement
- Logo — primary, secondary and a standalone mark
- Colour palette with hex, CMYK and Pantone references
- A type system with licensing sorted out
- Usage guidelines your printer and your team can actually follow
- All source files, plus exported assets in every format you will need
The source files are yours. You should never have to come back to us to get a logo in the right format.
Next step
Tell us what you’re trying to build.
Send a few lines about the project. You’ll get a straight answer on whether we’re the right fit, roughly what it would cost, and how long it would take. If we’re not the right people, we’ll say so.