Take the logic, add a little creative magic. Successful brands for today need to have something special, something almost indefinable. This comes only from an exceptional creative team with the ability to a take a brand strategy and find the magic that transforms the dream into a visual reality. It should lead the market, inspire customers and shame your competitors: the strategic differentiation.
Naming
Names play a vital role in a brand’s success. Does the name suit the purpose? Is it available as a domain name? Is it search engine friendly? Is it memorable? Is it cross-cultural? Does it matter? These issues and more are vital to the success of your brand and must align with your brand strategy. These days this part of a project can be a minefield and, unless the correct processes are followed, costs can spiral.
Legal Searches and Trade Marking
The process of finding or creating a name needs to be smooth and considered. You need to make sure that the name is not only best suited for purpose, but also that it’s available and not being used within your market classification. Indeed, domain name availability and market classification need to be checked constantly throughout the naming process.
Visual Identity
Your visual identity (logo, colour, typography, photography etc.) is your company’s visual queue. Its intention is to symbolise and communicate, as far as possible, what the company stands for. Therefore it must be aligned with the company’s strategy and values. These days, it is equally important to create differentiation at this level - simplistically, brands that push the boundaries are memorable: brands that don’t are not.
At Rareform we have a proven track record for creating brands that arrest attention and add real market benefits.Tone of Voice
Your tone of voice is the verbal manifestation of your brand and, as such, needs to reflect your organisation’s strategy and values. This should be controlled with as much care as your visual identity, via print, advertising, call centres, every channel that your customers come into contact with.
Brand implementation
Good implementation of a brand is vital – an understanding of the delivery channels and applying the components of the brand consistently is an art.
Brand experience
The experience is a vital part of a successful brand. Every day the consumer experiences brands on multiple channels such as websites, PDAs, DTV, packaging and stores. Although brand experience is a relatively new term and consideration, it’s what is being used today to make the difference. Customers become absorbed in the brand if the experience is positive and brand-aligned. For example, if your company is from the gaming sector, then we make sure customers enjoy the experience in a playful and sensory way. If you’re a professional or a public service business, we make sure your customers understand your business and that relevant content is fast and accessible, as data, not play, is key here.
Rareform has a track record of developing appropriate and successful brand experiences.Brand guidelines
Guidelines are vital in managing implementation and future consistency. They come in many forms: brand books to help express a company’s strategy to staff and suppliers; overview guidelines that cover all basic identity issues such as the logo, colour, exclusion zones, typefaces, photography style, tone of voice, etc; full technical guidelines that cover all implementation issues, such as annual reports, brochures, bills, stationery, Powerpoint & Word templates, websites, extranet sites, PDAs, livery, way-finding, signage, interior design & specification and packaging etc.