The concept of branding has been around for centuries, dating back to ancient civilisations. using symbols or marks to identify goods or services.

In the modern era, branding has become a crucial aspect of business strategy. The term “brand” encompasses a much broader and more valuable meaning. It holds a significance that is strategic, powerful, and immensely beneficial.

So isn’t it ironic that the discipline of “branding” faces an identity problem?

Let’s clarify one thing upfront: your brand is not just a logo, a set of fonts, or a colour palette.

Beyond logos and packaging, branding now encompasses the entire customer experience, company values, and perception in the minds of consumers. In other words, it’s the meaning that people attach to you and your offerings. However, here’s the unsettling part: you don’t actually own your brand; others do. The meaning they associate with you resides in their hearts and minds.

It is the deliberate effort to manage YOUR STORY creatively.

It involves thoughtfully shaping the meaning you want people to associate with your brand.

It means crafting the desired outcome of their interactions with you.

It’s about creating signals and experiences that align with a larger purpose so that every aspect of your business becomes meaningful to your customers – current and potential.

Customers talk. They share information, post reviews and tweet. They join brands and don’t simply consume them. They have the power.

As customers do, so do employees. If you claim one thing but do another it will come out. Every person within a business needs to know about the brand and how their actions contribute to how customers perceive the collective whole. They need to be “brand accountable”.

Therefore, everyone needs to be “brand conscious” – aware of the meaning that the brand needs to have in the hearts and minds of its entire audience.

Or do you need some BRANDImagineering?

We make sure we all know where you’re going and help clarify the path you need to take.

This is why our process starts with a Brand Audit. It’s this bit that truly sets the strategy for success.