A brand is not just a logo and slogan – IMAGE IS EVERYTHING - it’s your reputation at stake!

Build a strong reputation as the premiere company within your industry with a professional logo that represents confidence, success, and trust. 

• Branding is a fundamental strategic process that involves all parts of the business in its delivery
• The brand must always deliver value and the value must be confirmed in customer terms
• Brand has continuing relationship with its buyers and users.  This may change over time but the business must always work to maintain it
• Branding must be continuously adapted so that it is effective – Ken Whites are as we know re-branding which signifies a forward thinking company who are adapting with the times

What do brands do?

• Identity – branding is establishing an identity to your product/service that sets it apart from the competition
• Shorthand summary – the identity should act as a summary of all the information the customer holds about the brand
• Security – buying a familiar brand should be reassuring.  The brand should guarantee to provide the benefits expected
• Differentiation – the brand must clearly differentiate itself from the competitors and show buyers how it is unique
• Added value – the brand must offer more than a generic product

Branding evokes emotions.

Eg. Fairy washing up liquid

Childhood memories, trust, quality and reliability...

A picture paints a thousand words – what image does your logo portray?

A Brand is not just a logo, it should be based on a clear organisational identity based on the company’s personality, values, philosophy, culture and vision – an identity that is fully understood internally by all employees.   You want your staff to buy into your ethos and culture and be proud to be associated as even in a social capacity they are acting as ambassadors of the company.

Eg. Camelot

                               The Dream factor!

Eg. The National Lottery

                                                   "What will I spend my millions on?

It is all about image and perception which is carried throughout all your company literature, brochures, stationery, business cards, advertising, website and all visuals including corporate clothing and branded promotional merchandise.

High brand awareness is key to getting you noticed and ensure you are strongly represented in the market place – always stand out from the crowd!

The marketplace is awash with logos, repeated in television commercials, on trucks that pass us by; on packages and signs in the supermarkets; stationery and flyers. The list is endless. It is essential, then, for your logo to have meaning and standout; to present to the consumer a message about your business and product or service it provides.  

• Marketing adding value
• Understand your customers/consumers
• Understand competitors
• Understand Suppliers
• Understand the market environment

When you are thinking of a new brand look at the basics:

• Style, typeface, image and the all important colour - blue and green generally indicate trust

Colours are an important and distinctive part of brand identity. When used correctly they can help to create a unique and impactful visual system.

Eg. Lucozade

                                        – For the sick – change around sporting drink energy

Iconic – Tony the Tiger of  Kellogs

Lloyds Bank – iconic brand A thoroughbred amongst Banks

 From all types of Tee Signs, Directional Signs and Information Signs to Car Park Signs, Club House Signs, Entrance Signs and Events Board Signs – which of course Ken Whites are market leaders

Golf –  organised many golf days – branding, branding, branding

Turntable Golf Day –

Camelot charity golf days – branding on each hole – sponsorship

"We provide the ultimate standards of accommodation and cuisine with exceptional golf, leisure, banqueting and conference facilities. Where world class facilities and seamless service blend with the renowned warmth and hospitality of the West Country."

Does the logo reflect golf?  Of course not the branding is of the great man himself Nigel Mansell CBE which instantly raises its profile

David Beckham

The brand of David Beckham is expected to lose millions after he was dropped from the England squad.

As entertainmentwise told you yesterday, new England boss Steve McLaren has left Beckham out of his team leaving Goldenballs out of his plans. John Terry has taken over as captain.

Beckham currently earns around £20million a year in wages and sponsorship deals, but now experts are saying this figure will plummet.

PR guru Max Clifford said: “I would say we could be seeing the beginning of the end for Brand Beckham.

“It rested on strong foundations – as long as he was part of the England set up. Now that appears to be gone.

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