The first in a series of brand identity articles.

1. e: chris@alturacommunications.com
t: +44 (0)7768 927427
Add value to the company by taking
control of the brand identity
Many companies worry about introducing a new brand identity
for a number of reasons such as:
• it costs too much!
• the timing is not right!
• subsidiaries have strong brands and they get on with it!
• divisions are at different stages in their business strategy!
• it’s not for us!
And yet many companies have gone The Brand Foundations© model also
through much change such as: growth helps the design process ensuring that all The Brand Foundations© model
through acquisition, demerger, focus the creative concepts are based on firm
on core business activity, new business foundations - reaching the end result in Core Values
strategy, new values, new technology, new reasonable time • what are the principles that guide
product or service development, new your attitudes and behaviour
management, re-organistion, change Other key benefits
in culture, In many instances a review the • the Brand Foundations model© Customer value proposition
brand identity has been put on the back ensures you save valuable time and • who are your customers
burner - not seen as important. money in the pre design process • what are their needs and problems
• the design phase is given more focus • what can you offer to meet their
But if these questions were asked and guarantees appropriate outcomes needs or what can you do to solve
what would the answers be: saving time and money in getting to the their problems
• what don’t you do today to end solution • what are the costs and benefits to
deliver your brand promise? • better understanding by employees the customer of your offer
• what is stopping you from across cultures • why is your offer differentiated/
getting you there? • online brand guidelines creates unique
consistency and efficiency in the
However, the challenge remains implementation phase Substantiators
in communicating: • what do you need to do to support
• who you are, The goal is clear: the value proposition in terms of
• where you’re going, to create a brand identity that visually structure, skills, technologies, assets,
• what makes you different. expresses and communicates who you know how, geography
are, where you’re going, what makes you
By taking control you will see the different and adds value. Below is what Personality
following key benefits: the Chief Exec of Umeco plc said about • what is your style, ethos, way of
• increased awareness and the brand identity process. seeing and doing things
understanding by customers, • what are the feelings people get
• internal alignment and buy in “We were determined to add shareholder from their relationship with you
from all employees, value through this development of the Umeco
• people feeling and behaving brand. In Chris and John of Altura we found Brand Essence
in the same way. a team that lived up to that same standard. • what are the one or two words that
They understood our strategy, gave us good capture the key benefit that the
Control is achieved by using the advice and helped our senior management brand promises to deliver
Brand Foundations© model team to work through the important issues
It does not have to be a long drawn out that arise in defining core values across an
process. In my experience it is clear that international group.They demonstrated strong
Published by
the people who know their business creativity in the design process and
Chris Smosarski
more than anyone else are the people implemented the whole programme with
Director
who work in it. We have run workshops care.We have a brand identity and values
Altura Communications
with senior executives to establish the of which we are proud as a result”.
45 Princess Park Manor
elements within the Brand Foundations© London N11 3FN
model saving valuable time in getting all Clive Snowdon
the information needed - and the end Chief Executive
result is authentic. Umeco plc www.alturacommunications.com