Services

Branding

Ah, branding - so much nonsense talked, so much money charged. And that’s before you get beyond the logo…

At Beacon we understand what branding really is. Building and maintaining a personality for your business or organisation that creates an emotional connection with your audience.

Your brand is not just the name and logo you choose. Or the messages in your advertising. Or the nature of your PR. Or your corporate design guidelines. Or your literature and website. Or how your people deal with your customers. Or how they work with each other.

The truth is that your brand is what all of these things, and others, add up to in creating the personality of your business. And like personalities in each of us as individuals, whatever we might like to think, the reality is in the eyes and emotional reactions of those around us. With organisations that means your audience – both externally and internally.

The interesting thing is that intent and result can be two very different things. Millions of pounds can be spent – and very often is – on creating “a new brand” for an organisation, only to find that it doesn’t work.  Yes, you have a new name/logo/corporate design/advertising campaign etc, but like a politician changing his or her hair colour and wearing different clothes, the old personality still shows through – and continues to be what your audience reacts to.

Getting your brand to really work for you is a multi-dimensional task. It can require a complete review and revision of all sorts of different aspects of the organisation. If this sounds huge and costly, the good news is it doesn’t have to be.  Often only tweaks are required to various parts of what you do and how you do it to suddenly unleash new positive ways in which your brand can help you.

Success is more about taking the right look at your operation and how it impacts upon your internal and external audiences - and then taking sensible, practical steps to modifying the necessary aspects to achieve the desired brand impact.  You probably don't even need a new logo.

Beacon has in-depth and extensive experience of working on these matters with some of the most effective brands in financial services. We have seen others waste an awful lot of time and money in the name of branding, only to get nowhere or even slide backwards.

We are dedicated to making sure that never happens to you – or at least never again. We will take a holistic look at your current situation, spend a sensible amount of time analysing and thinking, and then deliver you realistic and grounded recommendations as to what you could do to have improved branding work positively for your organisation.

But if what you really want is just a new name and logo, and money and effectiveness is not really an issue, then please go elsewhere. There are numerous mega-budget agencies in London just waiting for your call!

To find out more about how we may be able to help you, please see our contact page.

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