CREATIVE BRAND PROPOSITION
For understandable reasons, the creative brand proposition is often perceived to be the more exciting part of this process – however, it is our contention that a better creative narrative is created if one has formal clarity about the strategic brand proposition first, although this is not essential to deliver good quality creative work.
A creative brand proposition may include the creation of a trading name for a business and/or the development of a new logo/identity, but corporate branding strategies are much broader than this.
It is all about designing a look and feel for the business that is commensurate with the values and vision of the business, and to ensure that the chosen design is delivered in a consistent way across all sales and marketing platforms to create a credible and professional first impression at every single touch point – that means face-to-face, on the phone, by email, via the website, through sales presentations and via marketing campaigns, and so on.
A business communicates and interacts with customers at many stages in the sales pipeline process as customers journey along it – from suspects to prospects and purchasers to repeat buyers, advocates and ambassadors. That is why brand guidelines are so important. Brand guidelines provide rules on the correct use of all relevant parameters, such as logos, icons, colour palettes, imagery, fonts and tone of voice.