Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.
It should also be noted that while corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a given corporation.
Our branding services spread across two different services i.e. Brand Strategy and Corporate Brand Identity.
Brand strategy is a company’s long-term plan for developing and managing those intangible, equity-bearing assets called ‘brands.’ Why is it important? Because when brands are thoughtfully managed, they have the capacity to bolster a company’s competitive advantages and deliver huge financial returns. Brand strategy determines which brand elements will be redesigned, organized, and deployed in service to the business plan. It encompasses all touch points that shape market perception and behavior including:
- Corporate identity
- Naming, nomenclature and message systems
- Product branding and the use of brand lines
A successful brand strategy always benefits from a strong brand that stands out from its category one that is relevant and believable because it's built on credibility and a compelling truth. Five:59 will attempt to contrast (and complement), attempts to identify your company's most powerful unique attributes and combine them into a distinct customer promise.
Corporate Brand Identity
Brand identity development equals logo design, right? Well, yes, but it is only part of the story. Brand identity begins with logo design, but it goes much farther.
At Five:59, we understand that while a logo is not the end or the whole of corporate identity, it is the anchor point and the most focused, familiar, and oft-encountered image asset you possess. As such, it must fulfil critical aesthetic and technical requirements. It must:
- Be simple in form
- Have the capacity to communicate in purely visual terms—‘work’ without dependence on verbal or intellectual interpretation
- Express one central idea
- Be distinctive within its competitive set
Our brand identity designers are experts at handcrafting corporate signatures, symbols, emblems, and word marks that express the essential character of a business. On every project, we conduct a thorough, sensitive exploration of all design aspects: intent, typography, color rendering, iconography, symbolism, and more.
We work through dozens of sketches and digital iterations. We generate a range of stylistic options to give clients a sense of choice and to provoke thought about how best to visually articulate your brand.