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How to create and develop a winning brand

Jonny Allbut Digital Director

James Newland Creative Director

www.wider.co.uk

• A brand is a persona - not just a logo

• Consistency is the key to a professional image

• You CAN compete with the big boys!

What is a brand?

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• Be clear and honest about your service

• Create your values (4-6 keywords)

• Define and understand your clients needs and concerns

Understand your brand & customers

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Define thehow, where and why

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• Unique and ownable

• Avoid clichés!

• Distance yourself from your competitors

• Be inspired but don’t copy!

What makes an effective logo?

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Logo design buzzword bingo!ICONIC

IMPACTFUL DYNAMIC

MEMORABLE

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• Legibility

• Gimmicky fonts/font overload!

• Not representable in a single colour/too complex

• Size ratios/proportions/clear space

• Not considering cultural/market influences

Logo design pitfalls

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• Inconsistencies in materials/quality

• Securing online identities

• Spreading yourself too thin

Brand development pitfalls

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• Create your values

• Understand your customers and marketplace

• Develop a professional logo and supporting elements

• Be consistent

• Be agile

Brand development takeaways

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Thanks!

Jonny Allbut Digital Director

James Newland Creative Director