It requires a delicate balance of strategy and graphic design to uncover what’s truly unique about a brand, and effectively tell that story to the marketplace.
A good branding agency will dig deep with business owners to determine “Why should customers come to you rather than anybody else? What makes you unique?”
This builds the basis of a communications strategy that will drive the direction of the creative design brief. The next step is getting the wording absolutely right – crafting the copy that summarizes the brand and its proposition.
The client then has their first tangible piece of collateral – something that, if they had just asked for a logo design, they would never have had!
In the words of author and educator Jef I. Richards, “Creative without strategy is called ‘art’. Creative WITH strategy is called ‘advertising’.”