What is your 'Brand Identity'?

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Jess Staines's picture
Jess Staines
Digital Communications Executive
Our fabulous Digital Communications Executive Jess is full of hidden talents and skills. From revitalising our marketing materials to analysing our client’s websites, she certainly has hit the ground running.

What is your 'Brand Identity'?

Anyone who has worked hard to develop a recognisable, reputable and memorable brand knows that your ‘brand identity’ encompasses so much more than simply your ‘logo' and your ‘strapline’. 

It is a common misconception that your ‘brand’ is your logo. Don't get me wrong, a well-designed logo forms part of the groundwork towards building a recognisable brand but it should also include things such as your brand's personality, what your values are, the ‘voice’ you use to communicate your product or service, and, importantly, what you want people to feel when they interact with it. Once you have defined your brand across these areas you will have a platform to successfully market your business.

At MAXX, we predominantly work with organisations and brands wishing to make meaningful change in their branding although we also work closely with those yet to launch, who need a strong identity to introduce a product or service to the world. We have a process that we follow that always starts with a chat about your real needs and aspirations. We will work closely with you to explore the many facets of your organisation including, but not limited to:

  • The history and where you want to take the organisation in the future
  • Your unique selling points
  • The nuances of your target market
  • What ‘tone of voice’ your business should have
  • What you want to be known for (and what you don’t!)

This gives us the foundations to begin developing your brand identity.  

Consistency is key! We can then create a document that can be used both internally within your business and externally with whoever you enlist to work on your marketing, to ensure continuity in your brand’s identity. The document can include your brand’s story, your strategy and your mission as well as all visual aspects agreed upon such as logo, colours, fonts, design style and even style of images. 

Your brand guidelines are a document that anyone could pick up and read to fully understand your brand. 

We will take your brand guidelines as the foundation for any other aspects of marketing that your business requires, be that with the MAXX design team for visuals or printed marketing materials, our digital team for your website, or our digital communications team for social media campaigns, SEO copy or video content.

Multinational private equity and venture capital company 3i asked MAXX to refresh the company’s branding and visual identity while retaining it’s striking logo by Wolff Olins (1983) at its core. “As a team, nothing seems to faze them or is too much trouble, and they are great to work with” was the feedback from Barbara Sterlina, 3i’s Visual Identity Manager. MAXX built on 3i’s existing relationships, produced practical brand guidelines that were both concise and engaging and created adverts utilising it’s brand to full effect. We also update them annually to keep them relevant and fresh.

Using this downtime to plan for the future and create striking, consistent branding will put you at a competitive advantage when this is all over. If you’d like to find out more about how MAXX can support you, get in touch via [email protected] to start the conversation.