For more than twenty five years brands have been the starting point of everything we do here at Fabrique. We’re convinced that a strong brand should be felt in everything you deliver, do and say. But when do you start with branding?
What is your challenge?
When should you do something with your brand? There are various kinds of challenges and reasons to start managing a brand.
- Sometimes Fabrique is asked to build up a new brand from scratch. There is a business idea, but who are we and who will we be?
- Sometimes a new activity calls for the refinement of an existing brand. Internationalisation, for example, or a start in the world of e-commerce.
- And often the companies that are looking into branding strategy or brand development are changing direction, and with it, their whole company.
First the brand, then the positioning
When it’s clear what products and services you bring to society, who your clients are and what your brand entails, it's time to give your brand a competitive positioning. A good positioning determines which category the product or the service belongs to, but also what makes that product or service stand out from the rest. This leads to inspiring starting points for communication, style and service. Take a look at our work for Bever, for example. Or read about the branding for The Edinburgh International Festival, where visibility was the most important requirement.
Brand portfolio and brand architecture
When a company grows, its products or services become more comprehensive, successful, and often more versatile. It starts to develop its own flavour. Whether the staff realises it or not, the company gains a place in the market, as a single brand. Fabrique can guide you in making choices about your brand portfolio. Do you want to centralise the branding of your products or services, or would you prefer to decentralise it? What about an endorsement? What delivers the best customer experience? We have lots of experience regarding all these dilemmas and we are ready to get started with you.
A good visual identity gives your brand the ability to immediately stand out and is an important means for many organisations to make a difference. It’s the visual identity that brings the brand to life. Only with a strong visual identity will users, customers and business partners see what it is that you stand for. It’s the combination of colour, typography, logo, style and photography. Together they give the brand emotion and expression.
One framework for all messages and channels
A successful identity is inseparable from the brand. For that reason it is important to set this identity down in a dynamic style guide, which takes all kinds of channels into account, from website to social media and from point of sale to film. By revisiting the style guide regularly, the identity stays up to date.