The 6 Essentials for Effective Brand Identity

by Saul Edmonds

Brand Identity 

The 6 Essentials for Effective Brand Identity.png

A brand identity describes how a company views itself internally. A clear brand identity unifies an organisation and ensures that everyone within it - shares the same understanding.

A coherent brand identity is important as it provides the foundation from which stakeholders communicate and work on a daily basis.

A brand identity richly invested in meaning for all participants promotes an effective brand.

Brand Identity : A Working Definition

A brand identity reflects how an organisation understands its own personality, noble purpose and distinctive capabilities internally.

The most successful brands exhibit strong internal brand identities - where employees are engaged and passionate about their company.

A highly motivated and engaged employee ensures a superior customer experience.

The keys to brand success are self-definition, transparency, authenticity and accountability.
Simon Mainwaring

Brand Identity - A Total Vision

Brand identity consists of the following 6 key elements:

1. Brand Capabilities 

The specific ideas associated with a brand and its product or service delivery.

Examples include: 'innovation', 'distinctive quality' or 'value for money'.

- What are the products or services or values offered by this company?

- What are the relevant quality standards and how are they accessed?

- What does the company have to do well - to win loyal customers?

 

2. Brand Culture

The internal values of a brand.

- What is the heart and soul of the organisation?

- What are the core beliefs?

- What is the key promise made to customers?

 3. Brand Purpose

The inspired purpose or goal of a company.

- What is the goal or noble aspiration of the company?

- How does the company seek to effect the lives of the people they serve?

- How does the company strive to better the lives of people?

 

4. Brand Personality

The human values associated with the way value, service or products are delivered.

- What is the style of the company?

- How is this style delivered?

 

5. Brand Community

Shared values promote stronger brands.

- What values and professional affinities are important to the company and the audience it serves.

- How is a company seeking to engage, create, promote and inspire 'big ideas' that are important to all.

 

6. Brand Self Image

The way a customer uses a brand in the context of their own self image.

- How do your customers want to be seen?

- What do your customers hope to achieve long term?

 

Do you need assistance with brand identity?

Roundhouse has been servicing businesses throughout Australia and worldwide for over 10 years. Creative director Saul Edmonds has over 20 years professional design experience.

We are dedicated to delivering strategic brand identity solutions that lead to increased profitability. We work to understand you, your business and your customers and provide tailor brand designs and strategies that connect with your audience.

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Talk to Us
We can help grow your business and your brand.

Contact us here.

View our portfolio here.

Visit our sound design website here.

phone : 07 5559 0414

email : us@roundhouse.cc

visit : 128a Varsity Parade, Varsity Lakes Gold Coast, Queensland 4227

postal : 2/ 22 Tourangeau Crescent, Varsity Lakes Gold Coast, Queensland 4227

If you enjoyed reading this article, you may also enjoy the following:

1. Brand Marketing - 6 Top Tips to Boost Your Brand Online 

2. 5 Top Benefits of a CMS Website

3. 14 Keys to Quality Web Design

 

4 Reasons to Choose a Brand Agency

by Saul Edmonds
4 Reasons to Choose a Brand Agency.png

Why you should choose a brand agency for growing business

“A business based on brand is, very simply, a business primed for success.”
(David F. D’Alessandro)

What is a brand agency?

A brand agency offers specialist communication and design services. This includes brand strategy, brand design and brand implementation across all media. The 'brand message' is then broadcast via promotional channels and marketing collaterals.

The broad goal of a brand agency is to understand the culture of a company, discover points of difference with competitors and communicate genuine value to target audiences.

A strong brand makes connections with people and resonates for a lifetime.

Brand Agency Services

A dedicated brand agency offers a complete range of brand and design services. Ideally, all services will be provided 'in house' to ensure consistency of approach. Brands are built from concept to completion with custom designed 'strategic solutions' that adhere to a realistic budget.

Brand agency services consist of integrated digital marketing, online and offline strategies that boost engagement and extend market reach. This includes:

  • Strategy and Planning

  • Creative Consultation

  • Branding

  • Advertising & Media

  • Web Design

  • Graphic Design

  • Marketing Collateral

  • Content Creation

  • Digital Stratgey

  • Social Media

  • SEO & Online Marketing

  • Mobile Services

Brand Agency Values

Value sensitive brand design.

Values are systematically applied through the branding process. Central to this is a sensitivity to the needs of stakeholders (both individual and groups), a commitment to tools and technologies that enhance objectives, and the pursuit of continuous progress above perfection.

Brand Agency Results

Effective branding creates long term financial results.

A brand agency seeks the following broad outcomes for every client:

  • Establish competitive advantage

  • Grow market share

  • Strengthen customer relationships

  • Provide holistic brand experiences

  • Generate impact with small budgets

  • Streamline process to achieve measurable results

Top 4 Reasons to Use a Brand Agency

1. Strategic Marketing

Strategic marketing highlights a brand in a crowded marketplace.

The goal of strategic marketing is to win prospects by emphasis of the 'point of difference' to competitors. This is achieved by communicating company strengths to customers to build product / service recognition and brand value. Brand agencies aim is to provide consistently better 'value' in the competitive landscape. The 3 key questions they address are how, when and where should a brand engage its audience.

2. Creative Communication

Creative communication increases the effectiveness of advertising, marketing and brand management.

A brand agency offers creative communication services to generate value - for brands and people. They provide professional 'creative thinking' . A creative and thoughtful approach to communication enhances advertising, marketing and overall brand success.

3. Custom Designed for your Audience

Custom designed brand services 'connect the dots' between ideas and people.

A brand agency seeks to build relationships that resonate - between a brand and its customers. Branding is ultimately about creating sustainable relationships and community. Customer relationships are at the core of every brand outreach.

4. Higher ROI

A brand agency will maximise the return on investment with a highly targeted strategic campaign. 

A streamlined focus costs less and delivers more. Clients have increased confidence that advertising, marketing and brand management will deliver results. Outcomes are consistently monitored to ensure goals are met.

Can you extend the reach of your brand?

Every business must find their target market. Increasingly, people are searching for products, information and services online. 

Brands must adapt to the online space while maintaining offline strategies.

As a leading brand agency, Roundhouse specialises in helping businesses develop their brand both online and offline.

We serve clients across a broad range of industries including: retail, wholesale, construction, creative industries, legal, medical and more.

How can Roundhouse's Brand Agency Services help your business?

Brand marketing is the most effective strategy when promoting your business online and offline. Brand marketing ensures a consistency of approach across all channels - from web design to social media, printed collaterals and point of sale. Your brand - and all it represents - is at the core of the entire marketing campaign.

Roundhouse's team  works closely with each client from initial consultation to final implementation. We develop highly tailored solutions to meet your individual needs. We take the time to understand you and your business.

Not only does Roundhouse guarantee world class branding for your audience, we also in build Search Engine Optimisation strategies into our brand solutions with our unique 'Content Power' system. This will boost traffic online and increase your market share.

In business since 2001, Roundhouse has custom designed brand strategies for numerous companies throughout Australia.

Will you be next?

So what does Roundhouse's Brand Agency Services include?

  • Personal Consultation

  • Detailed Research / Analysis

  • Strategic Planning

  • Creative Innovation

  • Professional Design

  • Implementation

  • Monitoring

  • FREE LIFETIME service and support

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As an industry leading Brand Agency, Roundhouse can help you extend your brand and connect with your audience.

Talk to Roundhouse. We can help.

Schedule a free, no obligation consultation.

See our portfolio here.

GET STARTED HERE

If you enjoyed reading this article, you may also enjoy the following:

1. Brand Management for Small Business

2. Brand Marketing: 6 Top Tips to Boost your Brand Online

How to Boost Revenue with a Great Point of Sale

by Saul Edmonds

Enhance Point of Sale for Higher Conversions

How to Boost Revenue-with-a-Great-Point-of-Sale_How to Boost Revenue with a Great Point of Sale.png
"Courtrooms contain every symbol of authority that a set designer could imagine. Everyone stands up when you come in. You wear a costume identifying you as, if not quite divine, someone special." (Irving R Kaufman

What is Point of Sale?

Point of Sale (POS) is the exact location where a sale transaction occurs. It is the point where goods are sold. POS typically refers to an 'in store', physical location - although POS principals may be applied online as well. Carefully consider your POS to ensure it supports your sales process. Use your brand to build your reputation at the POS.

Include Point of Sale (POS) in your Sales Campaign

It is interesting to read the above quote about the set design and theatricality of the courtroom. Over the centuries courtroom has been fine tuned for visual impact. 

Similarly, sales can be enhanced with a creative point of sale. This may be called the 'Theatre of the POS'. An understanding of how to utilise design in your store to invite and entice your customers to purchase will result in increased sales.

Use your environment for advantage. Nothing competes more effectively with online marketing than the 'touch and feel' excitement of a great offline experience. Colour, brand and visual merchandising should be thoughtfully used to build a connection with prospects and boost conversion.

POS Tactics

A effective Point of Sale strategy begins with a strong brand. The POS should reflect your brand and integrate with your print collaterals, social channels and website design. Online and offline merchandising must be visually consistent. Create a compelling story that proactively resonates with your target audience.

A Point of Sale strategy should provide flexibility to tailor the campaign on a daily basis. The brand message needs to remain fresh and responsive to customers.

POS Design

Point of Sale design is about creating a 'wow' factor that can be extended or repurposed on the fly. POS is at the coal face.

POS is where the sale meets the consumer. What works well today - may need a quick and clever revision - to work again tomorrow. 

Point of Sale concepts become most effective when they have a short life span and remain fresh. Print collaterals are a key ingredient in an effective POS strategy. Brochures, catalogues and business cards should always be prominently featured at the point of sale. Print advertising serves to strengthen the brand, enhance customer loyalty and boost future sales. Extend your print campaign into your Point of Sale for maximum effectiveness.

Proactive Point of Sale

Creating effective POS is a constant challenge. It requires attention to detail, an understanding of the target audience and a proactive approach to branding. In our digital age, the Point of Sale remain as relevant as ever. Ge the details right and enjoy the benefits - where more prospects convert into ongoing customers.

Do you need assistance with POS Design?

Roundhouse is a full service creative agency. We specialise in brand development and the successful delivery of your brand across all marketing channels including Point of Sale. We are committed to building your brand and growing your business.

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For professional POS services:
alk to Roundhouse. We can help.
iew our portfolio here.

Roundhouse provides a full range of creative services.
iew our sound design work here.

If you enjoyed reading this article, you may also enjoy the following:

1. Brand Management for Small Business
. 7 Top Tips for Marketing Success

 

Brand Marketing : 6 Top Tips to Boost your Brand Online

by Saul Edmonds
Brand Marketing - 6 Top Tips to Boost your Brand Online

Brand Marketing Online 

"A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company." – Amir Kassaei

Brand marketing is a simple statement.

It involves two elements : branding and marketing.

  • Branding is the means by which your brand is known and promoted. 
  • Marketing is the sum of strategies and tactics by which your message is broadcast.

Brand marketing online is a challenge. With over two billion internet users worldwide, marketers need to find ways to 'cut through the clutter' and make their brands shine in a crowded marketplace.

Brand Marketing Begins with a Great Brand

The process of brand marketing is made easier when it begin with a quality brand design. Ensure your brand design is memorable, relevant to your target audience and highly aligned to your company values. A strong brand will create interest in your company, boost website visitors and enhance conversions. Your brand design will effectively position your company within your industry group and should inspire trust and motivate action.

Brand Marketing for Best Results

There are many ways of marketing your brand online. Here are our best 6 tips to get a positive result.

Tip 1. Discover Your Target Market

Your target audience is the niche group of people who are most likely to engage with your brand. Defining your target audience is a key element of your marketing strategy. A well defined target is always easier to 'hit'. Reach out to your prospects - become familiar with their types of communities, geographic scale and locality online.

Tip 2. Create Quality Branded Content

Deliver quality content for your brand with a company blog. Publish branded content regularly and provide well written information your audience is interested in. This content can be article based, video based (such as a testimonial or product demonstration video) or image based (an infographic for example). Make sure your content is current, relevant to your prospects and consistently 'on brand'. Quality content will improve seo organically (which is the best way), increase traffic to your website and generate inquiries and sales.

Tip 3. Promote Your Content Daily

View your company blog as your 'brand channel'. Like a TV or radio station, broadcast your brand consistently (on a daily basis if possible) with useful and relevant content. Despite the vast extent of the internet, genuinely good content published daily is still a rarity. Offer value when marketing your brand and extending your reach. It is often said that brand marketing is not a sprint - it is a marathon. The best results come from targeted efforts maintained regularly.

Tip 4. Integrate Social Media and SEO

When you have created quality, branded content you need to ensure that your target audience engages with it. Leverage social media to increase brand marketing effectiveness. Share your content with your twitter followers, post links to your posts on your facebook and google+ profiles. Social signals are closely correlated with SEO rankings following Google algorithm updates last year. Likes, comments, retweets and shares will increase your readership and boost SEO simultaneously.

Tip 5. Quality before Quantity

Maintain your brand reputation with valuable content. In the race to develop content ensure that quality standards are met and that your brand is well represented. Invest time and build quality before quantity. High quality brand driven content will bring consistent rewards over the long term.

Tip 6. Provide Relevant Information (Don't Sell)

Always market your brand with the intention to inform rather than sell. A genuine desire to help and support the success of others will assist your marketing efforts. Build your brand marketing within the context of providing relevant and targeted information.

At the centre of any brand marketing strategy remains the brand itself. Developing your brand and marketing it is a key promotional activity. Take the time to know your target audience and find innovative ways to reach them online. Monitor your progress with web analytics. Do this, and you will be on your way with an effective brand marketing campaign.

Do you need Brand Marketing?

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As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets. See our portfolio here.

Talk to Roundhouse. We can help.
ontact us for an obligation free consultation.

If you enjoyed this article, you may also enjoy the following:

1. A Guide to Brand Communications

2. 14 Keys to Quality Web Design

​Digital Branding

by Saul Edmonds
digital branding

How to achieve digital branding success 

The goal of branding is to create a meaningful dialogue between company and consumer. 

Digital branding refers exclusively to online brand messages. Audience engagement is the key to establishing a relevant brand in the digital world.

What is Digital Branding?

In an increasingly 'online world', brands must adapt their marketing tactics to the digital space.

Digital branding seeks to establish communication channels online in which both the brand and the target audience share and engage proactively via the internet.

Customer loyalty is strengthened when brands participate in the conversation.

Today, direct communication is paramount. Companies are increasingly acknowledging the many benefits to building a strong brand online. Customers appreciate brands that provide relevant feedback, respect people as individuals and provide up to date information. 

Actively building customer relations online is fundamental to digital branding success.

What are channels for digital branding?

Digital branding channels include blogs, forums, networking and bookmarking sites. Social media sites such as Facebook, Pinterest, Twitter, Youtube and Flickr should be strategically integrated into every business digital branding strategy.

Branding across these online platforms must be visually consistent. Companies should ensure logo and brand style elements are well represented.

Brand engagement via relevant information and interaction is the key. Consumers prefer to communicate with 'real people' behind the brand. Brand representatives must present a consistent brand message - as every communication is part of the whole.

Digital Branding and Audience Engagement

Digital branding is about observation, participation and contribution.

Brands must strive to actively serve their audience. Social media is a powerful tool that can be utilised to service clients better than ever before. 

Companies should carefully reflect on ways to ensure their brand is increasingly relevant and useful.  Information should be offered free of charge. This will further increase audience engagement and boost profitability long term.

Digital branding is a long term strategy that must be maintained on a daily basis. 

Brand Monitoring and Feedback

Digital branding gives brands many opportunities to gain feedback directly from consumers. This is an affordable way for brands to monitor the success and relevancy of products and services. This is a great way for brands to continue to improve.

Brand Community

The ultimate goal of digital branding is to build a loyal community of engaged followers. Brands must seek to encourage interaction and reward loyalty.

At the core of digital branding is the drive to better understand and communicate with the consumer. Brands should integrate creative ways to stimulate dialogue.

Negative comments and feedback are best addressed by direct and open means. A genuinely unsatisfied customer will always appreciate a fair response and offer of compensation. 

Digital Branding for Your Business

Opportunities to grow branding online continue to expand. Brands should embrace the new paradigm and seek to serve their audience. A commitment to building a strong digital brand will return a positive result.

Grow your Business with Digital Branding

Roundhouse Creative provides a complete digital branding service. From brand development to online promotion, we can extend your brand across a variety of channels and platforms both online and offline. View our brands.

Learn more about how a digital branding strategy can benefit your business.
Talk to Roundhouse. We can help.

Get started with an obligation free consultation.


Contact Roundhouse Now! 
Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

Saulke (1).png

Get to know Saul Edmonds & Roundhouse

As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

Saul and his team can help you grow your business and discover new possibilities with :

  • strategic brand design
  • web design & development
  • app design and development 
  • digital marketing 
  • creative engagement 

    Saul Edmonds believes that every project begins with a story. 

    Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

    Find out how Saul can help you turn your ideas into reality.

    Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

    Phone : +617 1300 727 749
    email : us@roundhouse.cc

    • Learn about our web design here.
    • Learn about our app development here.
    • See our brand and logo portfolio here.

    Connect with Saul Edmonds on Linkedin here or Google+ here.
    Connect with Roundhouse on Google+ here.

    3 Ways to Boost your Social Media Marketing with Hashtags

    by Saul Edmonds
    boost-social-media-marketing-with-hashtags_Hashtags.png

    What are #hashtags and why you should use them?

    Hashtags have been in use for some years. 

    Hashtags first came to prominence on Twitter. They are now used throughout the social media landscape, and are particularly popular when sharing on Instagram.

    Get to Know Hashtags

    Make use of hashtags in your social media strategy.

    Smarter use of hashtags can increase your business in the competitive online space.

    A hashtag is simply a form of shorthand used when communicating about a specific topic. It provides an easily identifiable reference to a precise subject.

    A hashtag may consist of a single word or several words combined into one.

    For example:
    That is the most amazing fact! #SocialMediaFacts
    or:
    Raining again! #LondonSummer

    How to create a #hashtag

    Creating a hashtag message is easy.

    Just preface your topic with the # symbol. Ensure there are no spaces between words if multiple words apply.

    For example: if your are tweeting about a special discount offer at your company, conclude your tweet with #BestOffer (or similar).

    Capital letters will not influence search results yet are useful to improve readability.

    Top 3 Ways to Boost your Social Media Marketing with Hashtags

    1. Research #hashtags used by your competitors.

    Hashtags are a great way for brands to gain attention.

    View the twitter feed of your competitors or relevant industry groups to view trending topics. Use these hashtags within your social media strategy to increase your exposure and engage in the discussion. This will lead to greater website traffic and raise brand profile.

    2. Define the most popular topics for your industry.

    Create a list of popular topics for your business. View trending topics on twitter. Note hashtags topics similar to your own. Get involved in the discussion. Utilise your expertise to contribute tips and useful information.

    Ensure you end your tweet in the relevant hashtag to gain beneficial exposure.

    3. Use #hashtags like SEO.

    Use hashtags in a similar way as keywords for SEO.

    Consistently promote these hashtags within your social media messages. This will help users to find you when searching plus assist in promoting your brand.

    Hashtags are an effective way to increase brand visibility in the social media landscape.

    Gain success and boost your profitability with hashtags today.

    Roundhouse is a full service creative studio. We offer a complete range of web design and web promotion strategies both online and offline. Our online services include customised seo, social media promotion and content creation. 

    We would love to help you succeed online. Talk to us today!


    Contact Roundhouse Now! 
    Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

    Saulke (1).png

    Get to know Saul Edmonds & Roundhouse

    As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

    He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

    Saul and his team can help you grow your business and discover new possibilities with :

    • strategic brand design
    • web design & development
    • app design and development 
    • digital marketing 
    • creative engagement 

      Saul Edmonds believes that every project begins with a story. 

      Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

      Find out how Saul can help you turn your ideas into reality.

      Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

      Phone : +617 1300 727 749
      email : us@roundhouse.cc

      • Learn about our web design here.
      • Learn about our app development here.
      • See our brand and logo portfolio here.

      Connect with Saul Edmonds on Linkedin here or Google+ here.
      Connect with Roundhouse on Google+ here.

      by Saul Edmonds