Brand management is the process of ensuring your promise to your customer matches the reality of the experience they have when they interact with your business.
Although logos and letterheads are important, they are just one part of the complex jigsaw that is your brand.
Whatever kind of business you are in, we will get under the skin of what you are all about and communicate this to your customers in ways that are memorable and meaningful.
Brand management services include:
1 Brand health check – how consistent and effective is your corporate identity?
2 New brand or rebrand – includes market research, concept development and production of core materials and stationery.
3 Brand management strategy – ongoing management of your brand to ensure your customer promise remains relevant and true.
Contact us to talk about your needs.
PCH brand development
This was a model brand development exercise that followed a process I recommend to all my clients. Taking only a few weeks to complete, it virtually guarantees a successful new brand will be created.
Peninsula Community Health was formed as a community interest company in 2011 after the health services it provides were split off from the Primary Care Trust a year earlier. Although it remained closely tied to the NHS – providing only NHS services – it was no longer part of the NHS and could not use NHS branding. It was a great opportunity to experiment!
First we gathered together a small group of stakeholders including staff, management and patients. We gave them tea and scones and asked them to spend some time with us thinking about what the new company would be like. We avoided names for a while and focussed on what services would be provided, who the customers would be and what words they would want to be associated with. We looked at colours and imagery next and, over a couple more sessions, eventually came to the following conclusions:
1 The name needed to sum up exactly what the company did; nothing ‘weird or wacky’.
2 The colours should mirror or complement NHS colours.
3 The main word everyone agreed was important was ‘caring’.
4 There should be something in there that signifies Cornwall.
From this the design team (Gendall) and I worked through some concepts and proposed several to the group. The clear winner is shown above. The graphic to the left of the name represents a wave – to signify the coastal location – mixed up with a supporting hand shape – to signify caring. The word ‘community’ is in bold to tell everyone that it’s the most important of the three words in the name. And finally the name. Lots of options were discussed but this was the most popular by far. To date, it has served the company well; being used on all literature, the website, staff uniforms and hospital signage.