Branding

 

Page Index:  

- Download our Brand Process

- SWOT Analytics

- Logo Types

- Branding samples quick links

- Branding terminology


 

 

Over the past 15 years Double U Media has had extensive experience in developing & enhancing brands for a variety of clients, from small & medium to top corporate institutes. We have an intimate understanding towards the vital importance and purpose behind the corporate identity of your company.

Double U Media is an all-inclusive one-stop agency, giving us the ability to conceptualise and align your future corporate identity with your market mix and marketing strategies to cost effectively achieve optimum brand awareness across all specialised mediums, including: Stationary, Printing, Flash Website Design, Multimedia And Presentation Design, Signage, 3D Design, Blank Media (CDs), Corporate Clothing, Corporate Gifts, e-books, Photography, Videographer and Web Design.

 

 

To achieve adequate brand architecture, it is essential to first conduct a thorough swot analysis to determine your target market requirements and the approach that should be followed to achieve the optimum brand strategy and positioning.

If one follows the correct methodology when creating or re-vamping one's brand, we will guarantee a professional high quality appearance that communicates & entice your specific target market, enhancing brand equity and loyalty.
Read more about SWOT analysis…

 

The most important factor to keep in mind when developing a new brand or re-branding, is

 

 

 

 

During the next phase our qualified team of designers will conceptualise an exclusive and personalised logo to accommodate your requirements. There are various logo types that could be implemented dependant on the market requirements and the values that you would like to portray through your Brand.

 

It is imperative to have a strong logo rationale that represents your company services, products or values. The colour selection within your logo and brand are vital for success; people make a subconscious judgement about a brand within 90 seconds of initial exposure and between 60% and 90% of this assessment is based on colour. Colour increases brand recognition by up to 80%.

 

Studies have found that what really matters to viewers is not whether they “like” the colours used or not, but whether they find them appropriate. Our goal is not to find your potential client’s favourite colour but instead the colour that will best relate to your industry.

Please feel free to download a more in depth discussion on colour associations

 

Interestingly enough a similar response is evoked through font usage and careful consideration should be taken when establishing your typeface, it provoke not only emotions but also establishes a visual hierarchy and helps the user connect with your brand and the content within.
 

 

 

Once your company logo had been successfully established and we are confident that it will appeal to your identified target marketDouble U Media a will commence with the rest of you Brand Development.

The Brand, "branding" and brand equity have become increasingly massive components of culture and the economy, being described as "cultural accessories and personal philosophies".

To ensure brand credibility, it is essential to form brand consistency within your identity which in return will also increase brand recognition. The only way to guarantee a professional consistent brand is to develop a brand manual; if used correctly, this brand bible should at all times ensure a professional outcome through all mediums.

Even though we pride ourselves on always delivering unique, high standard designs, we also understand the significance of a corporate identity. Once a brand manual has been established, our designers will constrict their creativity without compromising quality to maintain consistency within your brand.

Your corporate identity will be created and established on one selective priority medium like a brochure or folder cover. Once we have successfully developed and implemented your new brand we can easily transfer your look and feel to multiple additional mediums resulting in a cost effective manner to rollout your brand ID.

Your Brand is your first impression and will through a professional conceptualised rationale, entice your audience and builds up the credibility of your company.

 

Quick links to our Branding Portfolio:

  • Key Oncologists
    The aim of the ‘Key Oncologics’ corporate identity is to communicate a feeling of vibrance – of new life, growth and continuity. We intend to achieve this in a slightly... Read more...
  • Renlyn Group
    The chosen concept is designed to communicate a sense of synergy: of connection, structure and successful cohesion. The logo’s abstracted ‘R’ is modified to include the corporate... Read more...
  • Watercare Mining
    Our agency, as a whole, found the values of Watercare Mining to encompass a wide range of very fundamental ideas. In such, we felt that it would be imperative to develop a corporate identity that... Read more...
  • Quodec
    Double U Media conducted a rebranding exercise for Quodec. The objective was to visually enhance Quodec’s services at first glance and rollout this revised corporate identity in a... Read more...
  • Positive Attraction
    The latest layouts include the very powerful yet graceful fractal designs.  The Fractal shape has been creatively developed to represent a few elements associated with the Law of Attraction:... Read more...

Branding Continues

The vital final step of branding is brand awareness; this is where we implement the marketing strategies that were determined in our initial analytics phase. Our goal is to suggest the most cost effective processes that will deliver optimum results and closing ratios.

From the 15 years of experience we have come to realise that the success rate of a comprehensive marketing campaign is far superior to an isolated random advert. The methodology process of a successful marketing campaign requires three elements:

  • a pre-campaign to introduce market awareness and create a hype,
  • a campaign pitch like a launch and

  • a post-campaign to follow up and reiterate your awareness.


 

 

 

Branding Terminology

 

Brand 

From Wikipedia, the free encyclopedia

- Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers."  Initially, branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp and was subsequently used in business, marketing, and advertising.

In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet.

The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand.

 

Brand management

From Wikipedia, the free encyclopedia

- Brand management is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.

 

 

Brand architecture

From Wikipedia, the free encyclopedia

- Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.

Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.

 

Corporate branding

From Wikipedia, the free encyclopedia

- Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer.

Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. However, this strategy may hinder the creation of distinct brand images or identities for different products: an overarching corporate brand reduces the ability to position a brand with an individual identity, and may conceal different products' unique characteristics.

Corporate branding is not limited to a specific mark or name. Branding can incorporate multiple touchpoints. These touchpoints include; logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services. Any means by which the general public comes into contact with a specific brand constitutes a touchpoint that can affect perceptions of the corporate brand.

It has been argued that successful corporate branding often stems from a strong coherence between what the company’s top management seek to accomplish (their strategic vision), what the company’s employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors may indicate an underperforming corporate brand. This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model.

Changes in stakeholder expectations are causing an increasing number of corporations to integrate marketing, communications and corporate social responsibility into corporate branding. This trend is evident in campaigns such as IBM Smarter Planet, G.E. Ecomagination, The Coca-Cola Company Live Positively, and DOW Human Element. As never before, people care about the corporation behind the product. They do not separate their opinions about the company from their opinions of that company's products or services. This blending of corporate and product/service opinions is due to increasing corporate transparency, which gives stakeholders a deeper, clearer view into a corporation's actual behavior and actual performance. Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders -- employees, retirees, customers, business partners, supply chain partners, investors, and neighbors -- with the ability to share opinion about corporations via social media.

 

Co-branding

From Wikipedia, the free encyclopedia

- Co-branding refers to several different marketing arrangements:

Co-branding, also called brand partnership, is when two companies form an alliance to work together, creating marketing synergy. As described in Co-Branding: The Science of Alliance.

"the term 'co-branding' is relatively new to the business vocabulary and is used to encompass a wide range of marketing activity involving the use of two (and sometimes more) brands. Thus co-branding could be considered to include sponsorships, where Marlboro lends it name to Ferrari or accountants Ernst and Young support the Monet exhibition."

Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer. The typical co-branding agreement involves two or more companies acting in cooperation to associate any of various logos, color schemes, or brand identifiers to a specific product that is contractually designated for this purpose. The object for this is to combine the strength of two brands, in order to increase the premium consumers are willing to pay, make the product or service more resistant to copying by private label manufacturers, or to combine the different perceived properties associated with these brands with a single product.

 

Branding agency

aka - branding companies, advertising agencies, media agencies, marketing strategy, graphic design agencies, corporate identity design

From Wikipedia, the free encyclopedia

- A branding agency is a type of communication expert which specializes in creating and launching brands as well as rebranding. Branding agencies create, plan and manage branding strategies, independent of their clients. Branding agencies may also handle advertising and other forms of promotion.

A branding agency is not to same as marketing agency. Branding is the process of developing the company's brand; including the name, identity system and messaging platform. The brand message is then applied to marketing campaigns and collateral, which are intended to spread that brand message.

As with advertising agencies, typical branding agency clients come from all sectors including businesses and corporations, non-profit organisations and government agencies. Branding agencies may be hired to produce a brand strategy or, more commonly, a brand identity, which can then be output via a branding campaign, which is a type of marketing campaign.

Branding agencies create branding materials that define who a company is to their customers, differentiate the company from competitors, and communicate the unique value the company provides.

 

Concept

From Wikipedia, the free encyclopedia

- In metaphysics, and especially ontology, a concept is a fundamental category of existence.

 

Corporate Identity

From Wikipedia, the free encyclopedia

- A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees. It is a primary task of the corporate communications department to maintain and build this identity to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.

Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy. Corporate identity helps organizations to answer questions like “who are we?” and “where are we going?” Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.

In general, this amounts to a corporate title, logo (logotype and/or logogram) and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved colour palettes, typefaces, page layouts and other such.

 

Logos

From Wikipedia, the free encyclopedia

- Logos is an important term in philosophy, psychology, rhetoric, and religion. Originally a word meaning "a ground", "a plea", "an opinion", "an expectation", "word", "speech", "account", "reason", it became a technical term in philosophy, beginning with Heraclitus (ca. 535–475 BC), who used the term for a principle of order and knowledge.

 

Market Segmentation

From Wikipedia, the free encyclopedia

- Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct groups of persons, both with similar needs, traits, and wants. In another example, Sun Microsystems can use market segmentation to classify its clients according to their promptness to adopt new products.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets.

Market segmentation can be viewed as a key dynamic in interpreting and executing a logical perspective of Strategic Marketing Planning. The manifestation of this process is considered by many traditional thinkers to include the following;Segmenting, Targeting and Positioning.

 

Media (Communication)

From Wikipedia, the free encyclopedia

- Media (singular medium) are the storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to any means of information communication.

 

Marketing Mix

From Wikipedia, the free encyclopedia

- The marketing mix is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brand's offer, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the Seven Ps or eight Ps to address the different nature of services.