A strong brand complements and fortifies the reputation and personality of a business. It’s the visual expression of all your brand represents, often the first element of your business that customers or clients will see, before actually experiencing your products and/or customer service.
An impactful and engaging brand will stand the test of time, existing far beyond a logo and business card. We’ve researched, designed, worked on or delivered over 100 brands here at AW. So, we’d love to share what we’ve learned, to ensure your brand only grows richer and more powerful with time.
Justin Lane Establishment embody a strong and authentic brand, ensuring each customer gets a rich taste of who they are, what they love and a brand experience to remember. We were engaged to provide creative direction and design support for Justin Lane through a transformation phase.
Relevance
A brand has to stand the test of time, to be relevant and memorable in an ever changing and competitive market. Be very wary of trends and to not sway one way or another too much, something that is on-trend now may not have the 'legs' to make it through the future and you will be up for a re-brand really quickly.
Consistency
Your brand should be experienced across all elements of your business, including online platforms, staff and product, in the same effective and consistent manner. Customers will expect this across all your brand touchpoints, whether it be the tone in which your staff answer the phone, the language and music in your phone hold message, your product or your packaging. Consistency helps establish trust and familiarity, becoming the foundation of your brand culture.
“Branding is what people say about you when you’re not in the room.”
Photographed by Nadia Lloyd.
We were engaged to create a brand embodying Erva’s values, positioning them uniquely in the market. This brand identity subtly saturates the business, showcasing authenticity and a clear brand message.
Authenticity
Honesty and authenticity are essential at all levels, from founders and CEOs through to your junior staff and digital behaviours. Consumers are becoming savvier and can feel out an inauthentic brand or interaction a mile away.
Staff engagement
Your staff are your biggest brand ambassadors. If your staff are in sync with your vision and attuned to your business' brand message, they will drive home that consistency, consistently! We can create Brand Style Guides for your new brand identity, which are effective learning tools easily shared with staff. This helps them gain a comprehensive understanding of how your brand should be correctly embodied across all aspects of your key business areas.
Whether you’re considering how your brand of many years fits into the contemporary market or you’re bringing a brilliant new idea to life, it’s essential to invest in a brand and visual identity that truly communicates who you are and what you’re about.
If you want to chat about your brand, connect with our team.