October 9, 2020
There's a saying that rings true for many people, and can be applied to almost every business sector:
"You think hiring an expert is expensive? Wait until you hire an amateur"
Businesses that appreciate that their brand needs to make an emotional connection with their audience will understand that considered and professional branding is an investment and that any marketing efforts will not be successful if they are being attempted from a poor brand position.
Understanding exactly who your audience is, what they need and what kind of language, and tone-of-voice will resonate with them is why the term 'branding' should not be confused with the need for a 'logo' and for ambitious business owners, the difference will be clear.
When businesses work with Chenery Creative on their brand development and subsequent marketing materials they can expect a consultative and collaborative approach to their business requirements.
With almost 30 years of experience working with brands across the UK, in a wide variety of industry sectors, the team at Chenery Creative will seek to first understand their clients business needs and the needs of their audience before undertaking any design work. Depending on the project at hand, often this 'discovery phase' of the engagement may be facilitated with a 'Brand Insight Workshop' to help uncover the key drivers and motivators behind the commissioning of the design work or brand development. The workshop asks a series of questions and contains exercises that help articulate a vision and the desired outcomes for the work at hand. You can read more about the Brand Insight Workshop in our article here.
The brand workshop asks a series of questions and contains exercises that help articulate a vision and the desired outcomes for the work at hand
Experienced agencies will manage the process, people and stages of any work being undertaken. We've all heard the horror stories of clients being left with commercial print files for a brochure for example and being told to 'find a printer' or, perhaps being asked to find an illustrator or a photographer to work with their design agencies. At Chenery Creative, we work with a trusted team of outsourced creatives, managing any additional creative input that is required for your work under our remit.
Case in point, our work for London City Tour required the services of an illustrator, so we sourced and collaborated with New York-based illustrator Allison to produce the illustrated maps you see on the case study, naturally managing the process for our client (who were thrilled with the result).
With our access to extremely competitive rates for printing, we liaised directly with our print partners supplying the print-ready artwork to them, and arranging delivery of the finished brochures on behalf of the client.
...our work for London City Tour required the services of an illustrator, so we sourced and collaborated with New York-based illustrator Allison to produce the illustrated maps you see on the case study.
Regardless of what business you are in, when you work with a professional design agency, part of the creative service includes the project management, the management of creative services and the technical aspects that come with dealing with commercial printers. We can, and do, advise our clients on paper stock and colour (especially important when designing business cards that need to make the right impression) and we will always speak our matters on design to ensure your marketing materials are making the best impression they can.
Businesses that work with design agencies will want to ensure that their brand identity remains consistent across all their customer touchpoints. This means that wherever a customer comes into contact with a brand, be it their website, business cards or their social media pages, the visual elements must be consistent. Brand consistency breeds trust among customers and consumers, and when we design brands at Chenery Creative we help our clients maintain this consistency in two ways.
Brand guidelines are provided to help marketing managers, staff, designers and printers use the supplied brand assets correctly.
Firstly, our deliverables (or our outputs) for a clients brand identity extends far beyond the supply of one or two logo files. Typically a customer can expect to receive the following:
Brand guidelines are provided to help marketing managers, staff, designers and printers use the supplied brand assets correctly. A set of brand guidelines can advise on the following elements:
Working with a professional and experienced design agency such as Chenery Creative ensures that your business goals and your audience are understood, and the process from design to presentation of your finished work is fully managed. We pride our business on our experience and our expertise.
If you have a design or branding project on the agenda and you'd like to work with us, email Chenery Creative at email@example.com, we'd love to hear from you.
October 9, 2020
Building Brand Distinctiveness