Branding

What is a brand?

The dictionary definition of a brand is as follows:

A distinguishing symbol, mark, logo, name, word, sentence, or a combination of these items that companies use to distinguish their product from others in the market

What used to be called a label, or icon, has become commonly referred to as a brand and is at the heart of everything we do.

The aim of brand building is to focus on a brands point of distinction, leveraging the unique strengths, unlocking the brand’s ability to influence choice, inspiring emotional connections and creating customer loyalty.

McCallum build brands, but we also help create them.  It’s easy to create a logo, and then create the brand philosophy behind it, but it needs to be implemented by every person in the company in the right way to ensure the right result.

We’ve worked on numerous small and medium sized brands, and helped define their future.  Through a combination of Blue Ocean Strategy and strategic approach, we help identify the issues, refine the target audience and create a solution that works for all.

Sleep Doctor was a prime example.  This collection of 14 stores in Australia decided to revert back to the Sleep Doctor name – having not used in it in a while.  They had a brand, but it meant little to most people and it was tired.  McCallum developed and implemented a new philosophy – sharp, sophisticated, unique and relevant to both the products on sale and the target audience – which is anyone who sleeps in a bed.  The brand is now there for the seeing – the next stage is to live it, breathe and believe in it on a daily basis.

• Brand statements – Define your brand so people know what you are talking about and can live, through your vision, mission, and values

• Brand positioning – Where are you in the competitive environment and what are the brand’s unique attributes and benefits.

• Logo design – a logo that accurately reflects your business mission, values and personality, also one that works well on many mediums, creates an identity and can be used in both colour and black and white formats

• Tag line – The written identity, uniquely capturing the feeling of your company, and ultimately a line that reflects your brand promise and attitude

• Visual style – Creation of graphic elements, often an extension of the logo that reflects the personality

• Corporate collateral – Marketing materials such as presentation folders, promotional cards, brochures, information booklets, and trade-show pieces