It’s time to lift your brand — and tell YOUR story
In marketing, one of the biggest challenges you face is getting your branding right. You want to set yourself apart from your competitors, so that people see the REAL value that you offer.
It isn’t easy to do, as on many levels, businesses are much the same.
Your competitors ALL have an office… phones… a website… products… marketing collateral… sales people… services… signwriting… and you can be sure they’ll ALL promise” excellent” service and “quality” solutions too.
So the question is: how DO you stand out?
Just “getting a new logo” won’t cut it. Without a branding strategy, a logo is just decoration on the page. Worse, if it is handled from an artistic, (rather than a marketing) perspective, it can set you back and work against you for years — without you even realising it.
The answer is to get your branding in order, with a specific, focused and unique brand strategy that tells YOUR story.
Here at Crockford Carlisle, our marketing team creates authentic and memorable brands.
A case in point…
Sarah Frahm-Bell and her team provide VERY high quality administration services for self managed superannuation funds.
Our brief? To create a new name, brand promise and visual identity that positions them as specialists for accountants and financial planners who need back-end administration support.
The name we developed, Envoy, means a trusted emissary/representative. The new brand promise, “Together we do more”, emphasises the synergy that comes when accountants and financial planners entrust Envoy Super to take care of their super fund admin.
With the new name and branding strategy, Sarah has enjoyed steady growth, breaking into markets and steadily building the business.
Let us create a brand that breathes new life into your business dream
Make no mistake: your brand is the cornerstone on which all your marketing rests. When articulated well, your brand communicates at a deep level, both internally and externally …
Internally…
Your brand shapes the way you do business. It is the foundation for your marketing collateral. It guides your sales process. It is the platform on which your team stands when they hand over their business card and talk to a prospect for the very first time. Or when they talk to a customer for the 30th time.
Externally…
Your brand creates the first impression people have about your business. It shapes their thoughts about your products and the VALUE you offer. It sets their expectation about where you ‘fit’ when compared to your competitors. It influences their decision to choose you… and how much they are willing to pay for your service offering.
The way we see it: Marketing is about getting the word out. Branding is about creating the word.
For example…
When Dennis Hodges and Janine Prichard of Naturopathic Services approached us for help with their marketing, they had a vision — to shift the focus of the business from dealing directly with patients, to creating a worldwide network of consultants who shared their passion.
We created a fresh new brand that emphasises natural health and vitality. Their new brand promise of “Essential analysis for proactive professionals” inspires trust in their new target market.
We took care to ensure that the persuasive power of the new brand was carried throughout their marketing collateral (which includes a new website and blog, direct mail letters, direct marketing post cards and brochures).
Their consultants LOVED it. Response has skyrocketed, and the business is on a new growth trajectory.
Complete communications package
A consistent, strong message creates confidence. Confidence translates into trust. And trust translates into new customers.
That’s why we take care to develop the complete communications package you need to project confidence and professionalism. This includes your:
- Letterhead
- Business cards
- With compliments slips.
As with everything we do, your suite of communications materials will be developed with marketing in mind. Our graphic designers and copywriters will even craft a strong, persuasive message for the back of your business card, to make sure that your unique brand is articulated clearly.
It is these touches that make the difference, and ensure you communicate to both prospects and customers with confidence and assurance.
Here’s another of our client projects…
Preventistry is a highly professional and proactive dental practice. The owners, Richard and Melanie Outridge required a logo and branding that spoke confidently about their team’s high level of expertise as well as their active involvement in dental health programmes for people of all ages (from pre-schoolers to those in aged care).
We crafted a brand promise of “healthy smiles — for life” and designed a logo that inspired confidence in their patients and prospective patients.
Our process… where strategy, graphic design and copywriting meet.
Our rigorous process draws on the expertise of a marketing strategist, a copywriter AND a graphic designer. It produces a powerful result that you can bank on — literally!
In overview, we
- Clarify your vision for your business.
- Articulate your brand promise as a succinct, powerful message.
- Integrate your promise and your visual identity so you have a clear direction for your marketing.
- Position you to dominate your market.
In more detail, it involves:
- Market research.
- Competitor analysis.
- Brand strategy — Definition of purpose, position and promise.
- Brand architecture — If required, naming your business.
- Visual identity design — Letterhead, business cards, envelopes and packaging.
- Marketing collateral — Brochures, sales kits and presentation folders.
- Web design and online marketing campaigns.
- Offline marketing strategies.
- Environmental Graphics — Tradeshow displays, banners and vehicle graphics.
- Brand standards manual.
- Implementation support and coaching.
- Ongoing brand consulting and stewardship.
- Brand audit, including internal client survey.
Yes, it IS comprehensive. AND it is very important work. That’s why each step is carefully thought through. Our process is the key to bringing your dream for your business to fruition.
Your brand is your story. And it MUST be told.
The first thing to do is to contact us and talk about your business. We are approachable. We like people. And we’d love to help you to out-market your competitors. There is NO CHARGE for these initial discussions.
We’ll look at your branding, and show you how it stacks up against your competitors. If you are already on-song, then we’ll say so. There’s no point on fixing something that isn’t broken.
On the other hand, if you are underselling yourself, we’ll show you where — and explain how we can help. We’ll give you a budget estimate so you know exactly where you stand, what to expect, our scope of service, and what you need to do to get the very best from us.
Once you feel we are on the same page and are comfortable about using our branding expertise, we’ll get cracking to give you the competitive advantage you are looking for.
Please call us on (07) 3891 3800 and we’ll arrange a time for your free initial consultation.
