Branding – It’s not just about your logo. Brands are as unique as individuals, with similarly complex personalities.
Our expert branding team work with you to close the gap between how you intend your brand to be perceived and how others see your brand.
The most successful brands are those with the closest fit between the two. This approach strengthens the relationships that brands have with customers and encourages growth regardless of organisational size or sector.
We work with you to make informed decisions on what your brand should be saying, how it should be said and where it should be said.
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’, ‘subbrands’ or ‘branded house’.
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 will influence brand identity decisions such as brand architecture, ‘positioning’, ‘brand personality’, and your ‘brand promise’. We create brand identity solutions that resonate with target audiences.
Brand governance is about protecting the investment and decisions made during 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 an online brand toolbox called ‘BrandBag’ that unlocks the ability to create consistent brand material.
“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