Invest in your brand
Branding is the cornerstone of effective marketing regardless of your size or sector. We encourage growth by creating brands that are visually distinctive, intelligently positioned and strategically designed to strengthen relationships that your brand has with key audiences.
From start-ups to established market leaders we work with you to develop inspiring brand solutions and comprehensive brand toolkits.
Brand Development Services
If you are looking to build a brand as part of your growth strategy then Mackman could be the right partner for you. We work with ambitious market leading organisations to develop premium brand solutions. Our comprehensive brand development services are utilised by organisations of all sizes and across many sectors. Typically they are delivered by blending the skills of our insight, strategy, creative, communications and digital teams.
Brand development is a critical element of your marketing portfolio and is best delivered by specialists with the experience to deliver the right solution. With comprehensive in-house capabilities our track record speaks for itself; we’ve been trusted to deliver over 450 brands since 2003. We get it right because we know how to avoid common pitfalls and work collaboratively to evolve engaging brands that resonate with target audiences.
“Great brands are like friends – you encounter a huge number of them everyday, but you only remember the ones you love.”Luke Speisser
How we can help
You may be a new business needing the right foundations to build credibility or be established in your market and looking for the next phase of growth. Perhaps it’s just the right time for a refresh to breathe new energy into a tired brand system for a group of businesses.
We support clients with varying needs and differing levels of branding expertise. Our plain speaking, collaborative can do approach, makes us easy to work with as together we develop bespoke solutions right for you and your organisation. We craft project roadmaps that clearly define objectives, scope, process, timescales and responsibilities. If required we can help you to manage key stakeholders, senior leaders and engage with cynics.
Our specialists create practical brand toolkits delivered via our own cloud based product called BrandBag. Templates are created appropriate to your own resources to ensure that you can independently create your own on-brand marketing materials. We aim to train our clients to make informed branding decisions about what your brand should be saying, how it should be said and where it should be said.
Contact us today to discuss your brand development needs.
Brand Development Services
If you are facing increasing competition that’s creating a growing choice for your consumers then you need to connect on an emotional level with customers. We help leading brands to standout in a crowded marketplace and create long-standing relationships with customers. Mackman will make it easier for people to believe and trust in your brand, seeing your brand as superior to your competitors. How a brand is perceived will influence its success – whether it’s a start-up, established company, not for profit, person or product.
Market leading organisations are as strong as their brands and nothing else offers senior leaders so much potential leverage. In fact some brands now appear on balance sheets with the intangible brand value at times being greater than the tangible assets.
Contact us today so we can start the process of mapping your own brand development project roadmap.
The quality of our brand development work is built upon upon the capacity of our research team to understand your brand and the competitive environment in which it operates. In this way we ensure that our solutions are linked to your business goals and strategies.
Our first priority is to understand your organisation; it’s mission, vision, values, target markets, culture, competitive advantage, strengths and weaknesses, marketing strategies, and challenges for the future. This provides an insight into the intended personality of your brand which we compare with the perceived personality by undertaking customer research. Over this we layer a view of the market place and the competition.
The Mackman research team are highly qualified and experienced research specialists. From global brands to local start-ups we are able to meet the needs of small, medium and large organisations. Brand research should be part of an ongoing process of pulse taking and customer engagement. Perception and satisfaction surveys, brand and awareness tracking, competitor research and employee surveys are all examples of the insight work that we regularly undertake related to branding.
Brand development is about creating a solid strategy that underpins any brand activity. Your brand strategy should be driven by the principles of differentiation and sustained customer appeal and will inform any creative tactical activities. It should build on a vision, be aligned with business strategy, emerge from your values and culture, and reflect a deep understanding of customer needs and perceptions. Our branding specialists develop bespoke brand strategies to ensure that your brand is clearly and effectively positioned in your market place.
Do you need a new brand architecture to deal with acquisitions or because your business has grown organically in response to market demand? Brand architecture is how you structure your brands and their relationships within your organisation. It is a brand building process as relevant to start-ups as large organisations. Your strategic decision making at Board level determines your brand architecture. Mackman will identify and define the right model for your organisation, be it a ‘house of brands’, ‘endorsed brands’, ‘sub brands’ or ‘branded house’.
Common strategic questions we answer about brand architecture:
- What are the benefits of leveraging the name of the parent company?
- Does the positioning of our new entity require that we distance it from the parent?
- Will co-branding confuse customers?
- Do we change the name or build on existing equity even though it was owned by a competitor?
- Should we ensure that the parent company is always visible in a secondary position?
- How do we brand this new acquisition?
This aspect of your brand is what most people associate with the term branding and relates to the visual systems such as logo, colour, type, pattern etc that support your brand. There are many factors that influence brand identity decisions such as brand architecture, ‘positioning’, ‘brand personality’, and your ‘brand promise’.
Our creative studio build brand identity systems that include a range of visual assets and resonate with target audiences because they unify around a central idea. Our identity solutions are presented in real applications, next to the competition and are flexible enough to be applied to a wide range of applications such as online, uniforms, signage, interior building schemes, packaging, and campaigns.
We think about brand identity as being the tangible of branding that appeals to the senses; you can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, enhances differentiation, and communicates big ideas and meaning.
Some of the key elements of the brand identity systems we produce are:
- Tone of voice & vocabulary
Brand launches can represent a huge marketing opportunity to build brand awareness and communicate brand values. There may also be practical considerations as is the case if brand assets are changing or even brand names. We work with our clients to select the right approach for their brand launch from multi media campaigns that see virtually overnight visible change including websites, vehicles, packaging, uniforms and signage. Whilst for others with tighter budgets or smaller organisations we can elect to leverage social media, email or existing marketing channels. For nearly all brand launches one of the most important audiences is the employees who become brand ambassadors. It can be an emotional opportunity to energise staff around a new sense of purpose.
Key questions we answer preparing for a brand launch campaign:
- Who needs to know?
- What does each need to know?
- Why do they need to know?
- How does the change affect them?
- How will they find out?
- When will they find out?
Brand governance is about protecting the investment and decisions made during the architecture and identity processes. Branding starts from within an organisation and needs to be owned across internal teams. Our solution encourages the use of brand tools by all employees recognising that they are all brand ambassadors. We have created a cloud-based brand toolbox called ‘BrandBag’ that unlocks the ability to create consistent brand material.
Our own online brand management center which promotes engagement with stakeholders by sharing the brand vision, strategy and assets. Because it is cloud-based BrandBag provides access 24/7 to user friendly guidelines, tools and templates, promoting consistent communication and quality execution. Creative partners can be assigned passwords to access key messages, logos, image libraries, colour palettes, typefaces and other brand tools. Access to certain areas can be limited by user groups.
Branding is not just about your logo or visual identity, we believe that brands are as unique as individuals, with similarly complex personalities. Our brand development team work with you to close the gap between your brand, your customers and other target brand audiences. We also aim to provide you with practical tools and the necessary training to fully use them in order to enable you to fully leverage your brand equity. Our clients benefit from our own cloud based brand portal called BrandBag which provides everything you need to manage your brand governance.
Our tried and tested approach avoids the subjective, ensuring that we can be relied upon to consistently deliver outstanding solutions that are on time and to budget. This includes delivering collaborative workshops and spending quality sessions with key stakeholders. We take the time to see your brand from multiple perspectives such as your intended and perceived brand personalities, and a broader market view of where you sit against your competitors. Our insight team explore new opportunities to develop products or services to better fulfil customer needs. Creative specialists provide visually inspiring work tailored to your organisation and brand.
We break our brand projects into five distinct phases:
- Conducting research
- Clarifying strategy
- Designing identity
- Creating touch points
- Managing assets
Because we are a full service agency we understand the multifaceted needs of brands and those responsible for them. The thoroughness of our approach sets us apart from our competitors.
Mackman is a full service branding and marketing agency based in the vibrant market town of Sudbury on the Essex Suffolk border. We work with ambitious organisations of all sizes, across many sectors, with our driven team of marketing specialists who are dedicated to growing brands.
Clients tell us that they also value our ability as a partner to use marketing to solve business challenges. Our unifying strap-line is ‘together we grow’ which speaks about the relationships that we have with our clients, suppliers and colleague. We focus our marketing across six core marketing pillars; marketing insight, brand development, marketing consultancy, communications & content marketing, website development, training and knowledge sharing.
“From the moment we left our first meeting with Mackman, we knew straight away that we wanted them to be the brand agency to work with us on our project. We were given a real sense of confidence that Mackman would do a great job and we were not proved wrong. We look forward to ‘growing together’ over years to come.”Jayne Cotton – Director & Company Secretary
Our best practice approach to branding sets us apart in the marketplace and is one which we have continuously developed since 2003. The brand development work we deliver is not sector or size specific but instead we specialise in working for ambitious brands. We are proud of what we do and are very customer focused, please take a look at some of our recent projects.
Starting a new enterprise comes with many challenges including the launching of a new brand, gaining immediate credibility and quickly raising awareness. We were delighted to be selected as the preferred partner to kick-start a hospitality business called Mersea Barns. Our brand development work included the definition of target audiences, channels and key messaging, a complete brand toolkit (identity, naming, strap line, tone of voice, colour palette, bespoke photography and a suite of marketing templates), interior design consultation, website and local search engine optimisation.
Established organisations, particularly those with multiple brands, can over time find themselves in need of a brand tidy and refresh. This is particularly important for those operating in a competitive market. So it was with Ipswich School, Suffolks leading independent school who engaged Mackman following a competitive tender for a comprehensive brand overhaul.
EOS – Electrical Oil Services
When you are the clear market leader in your sector but your brand is understating your position it’s time to engage a specialist. Take a look at the work we undertook for a business critical company to keep the power flowing through the national grid. An exciting opportunity to work with a motivated client to rejuvenate a brand that resulted in a corporate buyout.
Contact Mackman today and let’s get started on your brand development project. For an initial informal discussion with a senior member of our team either complete the contact form or call us on 01787 388 038. We would be interested to discuss your requirements in more depth and how best to move forward.
“Mackman demonstrated an ability to understand our business, needs and aspirations. They gave us a strong brand that not only made us attractive to our customers, but helped us secure a deal with HCS Group too.”Andy Bartram – National Sales Manager
In any competitive market, what drives margin and growth and what separates one business from another – for employees, customers, partners, and investors – is the brand.”Jim Stengel
“If you think that good design is expensive, you should look at the cost of bad design.”Dr. Ralph Speth – CEO Land Rover