Our Services
Branding & Identity
There is great mystique surrounding the art of branding and much has been proclaimed, pronounced and professed on the subject:
"A brand is a promise."
"Brand is the DNA of our communication."
"Branding...the intangible yet visceral impact of a person's subjective experience with the product – the personal memories and cultural associations that orbit around it."
Somehow, this all sounds terribly complicated and impenetrable...
Branding – or giving your organisation or product an identity – is actually quite a simple concept.
Let’s start with a definition:
A brand is a collection of symbols, experiences and associations connected with a product, service, person or any other artefact or entity.
Then there are goals; a strong brand should:
- deliver the message clearly
- confirm your credibility
- affect your target prospects emotionally
- motivate the buyer
Finally, the definition and goals are coupled with a few basic rules:
Be specific: Know what your brand stands for and what not. Brand promises should be explicit, attainable and able to be communicated clearly and concisely. Avoid values that are too generic, and don’t include too many. Unique qualities are what make your brand stand out from the competition.
Be authoritative: Once you know your brand and what it promises, don’t be afraid to advocate it. But don’t communicate your message meekly and apologetically. Convey it powerfully and with conviction. You need to make everyone else believe it too.
Be consistent: Communicate your brand message and identity unwaveringly. Statistics show that when you’re beginning to get tired of your message, your target audience is just starting to recognise it. A coherent message and consistent customer exposure are critical to building your brand.
Be honest: In an increasingly unscrupulous world, people value honesty and your business will be rewarded for it. Don’t offer guarantees you can’t deliver. Instead, admit your fallibility and deliver on your promises. Integrity goes a long way.
Be relentless: Get your brand message out there. Then get it out there again and again and again. People are inundated with messages every day, so it’s not only crucial to stand out from the competition, it’s equally important not to be forgotten. Don’t drop the ball on communicating your brand promises and building your brand image. Your efforts will be rewarded in time.
By combining the definition, goals and rules, we develop brands that help establish and define the identity of organisations or products, and enable our clients to communicate more effectively.
We offer a range of branding services:
- Research and analysis of your target audience
- Graphic design of your new identity including:
- logo design
- typography grids
- colour charts
- page and online grids
- design templates
- MS Office templates
- image style and grading
- draft and design of simple or comprehensive style guides or brand books
- Launch activities and internal promotion of the new brand
- Brand and template training
Our expertise
Our expertise does not lie primarily in consumer-focused product branding, but in corporate, campaign and association branding.
At Morris & Chapman, we firmly believe that any creative communications endeavour should be part of an integrated solution, including branding, print, web, video, photography, multimedia and event management.