Branding and re-branding are highly sophisticated marketing endeavours that are an essential first step in what we call ‘perception management’. Everything we do here at Aseana Creative in some way deals with influencing how your prospective customers think and feel about your business. Your branding is the key that holds it all together, and it either makes everything work or everything a constant uphill battle.
Who is your primary competition? Are you the first in your marketplace? Are you creating a new category within your marketplace? Can you create a new category within your marketplace? If not, who are companies that people immediately think of when they think about your particular product/service?
Branding your business effectively is dependent on the answers to these questions. Your name, slogan, and visual identity all need to work in harmony to deliver a concise selling point (positioning) AND a memorable visual association. When you develop a design that people will mentally see when they think about your specific product or service, and that is easily recognisable and unique, you have developed an exceptional identity.
How do you want to be perceived?
Branding: Developing Iconic, Memorable Symbols
A major component of your brand’s identity is, of course, your logo. Most logos are not developed with a strategic marketing plan in mind. In fact, more often than not logos are more like art pieces than meaningful symbols.
Your logo should be a complementary way to connect your brand name and slogan into the minds of the customers that make up your marketplace. An example of one of our own branding projects is the Hillrose Hotels Rose.
The colour, the design, and the prominent ‘H’ make this symbol memorable, unique, recognisable, and meaningful. It speaks to the luxurious high standards of the soon-to-be-launched hotel chain and the ‘H’ serves as a reminder for the name ‘Hillrose’. As a logo, the Rose provides a strong, visual identifier that links all aspects of the brand together. The next time you see the Hillrose Hotels Rose, you’ll remember exactly what company it represents.
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