“The
Overland Agency sat down and spent time, listened to the nature of the
clients that we serve, what the products were, and what we gave to the
market. But more important to me, listened to the vision of the
leadership of our company and was able to take a look at creative and
new approaches to our existing markets and the way to build on that
vision.”
Mark Wysong
CEO, Dolphin Software, Inc
Clearly
the way to build brand identity today is different than it was in the
recent past. One look at the overwhelming visual noise in today’s
market makes it even more challenging to establish a truly new and
unique brand. Overland Agency's brand strategists and creatives develop
successful partnerships with our clients that allow us to:
- Create new client brands
- Re-align and focus client brands
- Maintain, strengthen, and build client brands
Building
a brand should not be confused with a corporate identity. A striking
visual language is very important—our award-winning designers and
writers love the in-depth process of creating a unique and memorable
brand style—but it is the brand sentiments that your visual language
evokes that is the true challenge of ongoing brand development. Brand
building, as with most areas of successful marketing, is an ongoing
commitment.
A common misconception is that a company’s logo and
colors are remembered, readily recognizable, and simple identifiers of
the company. In fact, few companies are recognized through visual
language unless they comitt to ongoing brand development. To achieve
success over time in becoming a recognized and trusted brand it is
vital for companies of all sizes to conduct a proper brand audit and to
develop brand strategy plans that are monitored and checked against
performance metrics as you would with any other campaign.
It is
also vital to keep in mind that businesses are often remembered for the
positioning of their products and services, the latest write-up in the
press, and by the usefulness, professionalism, and excitement of their
website—all elements of well developed brand strategy.
Brand and web strategy development is process that separates companies from their competition. Please
request our whitepaper on brand development to learn about our four-step process for brand and web strategy development.