On an average day consumers are exposed to six thousand advertisements and, each year, to more than twenty- five thousand new products… Brands help consumers cut through the proliferation of choices available in every product and service category.
Scott M. Davis, Brand Management
At QCMG, we develop research-driven, strategy-based brand identities that help communicate who organizations are, what they do, and why it matters in a busy world to the people whom it matters most to.
For us, branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.
So, when is the right time to choose a branding agency? Here’s a few suggestions.
New Company, New Product
- I’m starting a new business. I need a business card and a website.
- We’ve developed a new product and it needs a name and a logo yesterday.
- We need to raise millions of dollars. The campaign needs to have its own identity.
- We’re going public in the fall.
- We need to raise venture capital, even though we do not have our first customer.
- Our name no longer fits who we are and the businesses we are in.
- We need to change our name because of a trademark conflict.
- Our name has negative connotations in the new markets we are serving.
- Our name misleads customers. We merged.
Revitalize a Brand
- We want to reposition and renew the global brand.
- We’re no longer in the business we were in when we founded our company.
- We need to communicate more clearly about who we are.
- We’re going global—we need help to enter new world markets.
- No one knows who we are. Our stock is devalued.
- We want to appeal to a new and more affluent market.
Revitalize a Brand Identity
- We are a great company with cutting-edge products, but look behind the times.
- Will our identity work on the web?
- Our identity does not position us shoulder to shoulder with our competitors.
- We have 80 divisions and inconsistent nomenclature.
- I am embarrassed when I give out my business card.
- Everyone in the world recognizes our icon, but admit it—she needs a face-lift.
- We love our symbol—it is known by our market. The problem is you cannot read our logotype.
Create an Integrated System
- We do not present a consistent face to our customers.
- We lack visual consistency and we need a new brand architecture to deal with acquisitions.
- Our packaging is not distinctive. Our competitors look better than we do, and their sales are going up.
- All of our marketing looks like it comes from different companies.
- We need to look strong and communicate that we are one global company.
- Every division does its own thing when marketing. This is inefficient, frustrating, and not cost-effective. Everyone is reinventing the wheel.
When Companies Merge
- We want to send a clear message to our stakeholders that this is a merger of equals.
- We want to communicate that 1 + 1 = 4.
- We want to build on the brand equity of the merging companies.
- We need to send a strong signal to the world that we are the new industry leader.
- We need a new name.
- How do we evaluate our acquisition’s brand and fold it into our brand architecture?
- Two industry leaders are merging. How do we manage our new identity?