|Entity works with its
clients to manage their brand identity. Without brand equity or true
product differentiation, profitability is eroded and repeat sales may be
lost. Entity establishes guidelines for the design and use of logos, the
tone of written copy, the graphic content of advertising, the appearance of
packaging. Product and service offerings and target market segments are also
considered for their brand influence.
|Recognition, loyalty, and differentiation|
|Permission to enter new categories based on brand reputation|
|Credibility and understanding of your company's value proposition|
Entity helps clients define, change and
improve brand image. Many brand building strategies are ineffective, e.g. when packaging is not displayed.
Is your brand well recognized? And recognized by the audience you want? Do you want to reach a new audience, launch a new product or further penetrate existing markets? How does your brand compare to competitors? Is your brand recognition increasing over time? Are you trying to maintain your current identity or build a new one?
Entity has experience dealing with a wide range of problems:
· Brand identity is hard to
establish or maintain because of poor retail merchandising.
· Product differentiation is equally hard to maintain because of
· Additional product features may not command added price.
- Identity Standard
- An identity standard specifies the proper use of the company name,
the display of its official logo for various purposes, the specific
colors and type faces that are allowed and so on. The positioning of
the company and its target demographic are very important
considerations in developing the standard.
- Agency Direction
- Entity ensures that advertising, publicity, packaging, even product
development are consistent with your brand identity. Working with your
staff and outside agencies, we direct the creative process integrating
every facet of your brand building efforts.
- Improving Visibility
- We can look at every aspect of the marketing mix, product, branding,
promotion, advertising, to name a few and recommend ways to improve
- Devise Associates
- We evaluated outside agencies to create new collateral, stationary
and update the website. We conducted internal focus groups
informally to understand and help shape the future direction of the
company. We developed written standards and a preliminary
positioning for the company based on these findings. Various
positioning statements were considered and we reviewed preliminary
design concepts from each agency for the website and collateral.
- We selected Stormhouse
Partners. The end result was a brand identity that appeared
consistently throughout every piece of collateral, perfectly matched
the website and portrayed the personality of the company and appealed
to its intended audience. Credibility, recognition and
visibility were improved.
- The problem was lack of visibility and a narrow demographic.
Competitors did not advertise the category, retailers did not
adequately promote or display the category, pricing was dictated by
the retailers. Although there were many problems, one was a lack of
- The solution, reposition the product as distinctive, innovative and prestigious.
This led to the redesign and modernization of packaging, display
stands, point of sale information and the products themselves. It also
led to a series of consumer and dealer promotions, cross
merchandising, print and web advertising and accessory merchandising
and launch. The result, among other things, increased share and dollar
sales, new design patents, and entry into new categories.
- Client X
- Even the most prestigious brands can lose control over the use of
their logos. One client had dozens of colors and typefaces, script,
print, reverse type and logo bars. The image of the company had been
updated many times over the years to appeal to various target income
and age demographics. But the logos in use spanned several decades and
many were out of style or were designed for a different demographic
and they detracted from the quality appearance of some existing
- We developed new retail merchandising guidelines to incorporate the
official current logo and then launched several new products with the