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Corporate Colour > Branding
Branding is all about communicating the essence of your company,
your products and your services to your own personnel and to the
wider world. It is about letting existing and potential customers,
and your staff, know what sort of company you are and what they
can expect from you. It is an intricate process of combining visual
communication with behaviour to create an image in the public's
mind of who you are.
Yet such a complex aspect of a company's marketing is often approached
in a very simplistic way. Frequently impact is sought, almost for
its own sake, without much thought to whether it's the right impact.
Alternatively a great deal of work is done to establish the character
of a company's target market. From this information a one-size-fits-all
branding strategy is applied that tries to appeal to as many people
within that market as possible.
Colour Affects has a different approach. It is based on the belief
that the one universally attractive characteristic is authenticity.
When the public are confronted by a brand that knows itself and
communicates its values clearly, they feel that they can trust it.
They believe what they are being told and a perception of integrity
is created - the most powerful element of branding there is.
We spend considerably more time on analysing the nature of your
brand and the individual personality of your company, and less on
analysing your target market. If you have a crystal clear view of
your brand, your company ethos and philosophy, and you can describe
it to us, we will translate it into a palette of colours that work
individually and combine synergistically to project those values
universally. Many companies spend so much time focusing on second
guessing their target market that they do not in fact have that
clear view of what their brand is actually all about - in which
case, we will first help you to do that.
The palettes we provide can then be used across your organisation
- in logos, corporate communications, packaging, interiors and staff
uniforms - to communicate your company's fundamental nature consistently
and powerfully.
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