Brand development can involve many things, but at the most basic level, it means developing a personality or character for your business through the use of words and imagery. This can include brand name development, slogan development, creative campaign concepts, production of brand assets like photography/illustration/animation, and copywriting. If you’re wondering whether or not you should re-brand, we encourage you to visit our article “When to Re-Brand”.
Corporate Identity and Brand Name Development
Our associates have developed many corporate names and product names over the years. We can also refer you to excellent how-to resources should you decide you would like to generate your own name ideas in-house. The process is best commenced upon completion of an overall strategy, wherein we have a clear understanding of where your brand needs to be positioned in the marketplace.
Brand Development and Logo Design
Getting a clear direction for logo development is crucial. Before commencing the design, we work with you to narrow the style, colours, and graphical options, making the process as efficient as possible. We then enlist our highly experienced designers to create the logo and brand usage guidelines for your organization.
Slogan (Tagline) Brand Development
Development of a clean, concise and catchy slogan can commence upon completion of a strategy (how’s that for alliteration?). It can describe an offering, or simply an attitude. At Tenato, we work with you to narrow down the overall message (to about 25 – 30 words); and provide several excellent choices, usually in the two- to-five-word range, for slogans. In fact, our principal consultant is also a songwriter, so we know how get to the point quickly!
Creative Imagery for Brand Development
At Tenato, we ensure the creative and art direction is developed to clearly reflect the strategy, through visual metaphors, headline themes, and other techniques. This is done with our art and creative team.
After developing dozens of ideas, we give clients three or more choices of creative direction – something edgy/funny, something conservative, and something in-between, or complete different.
Once the direction is chosen (and sometimes modified) by the client it is then carried through selection or production of photography or illustrations to be used as a theme for the brand.
Content Development (Copywriting)
As mentioned above, copywriting covers brand name development, and much more.
Building the content for online and offline purposes today requires much more than being a solid writer. It involves knowing what needs to be said, i.e. what are the key selling points, what are the benefits, and really, what words is the reader seeking? This is the essence of good copywriting.
It also involves writing your message clearly and creatively. This means we also analyze keyword search phrases, and include them in your text content, so that people searching for content related to your offerings will indeed find your website.
The key is to include enough keywords in content, while still helping it read freshly and clearly. (So in essence, this website is more of an audition than a pitch!)
Graphic & Website Design
Once the branding, creative direction, and content needs are determined, graphic and website designers carry through to design the rest of the communications pieces.
When designing websites, we carefully consider impacts of mobile (responsive) design, open-source platforms (we prefer clients to be able to update sites themselves, if they desire), search-engine friendliness, speed of site loading, social media integration, and of course, user-friendliness. All elements of print and web design must tie together seamlessly.
Photography, Illustration and Animation
The look and feel of your brand and image largely hinge on the nature and style of the visual imagery you choose. We employ photographers, illustrators and animators who understand how to carry your strategy through to visual execution, whether creating artistic photography of your offerings or people, or in creating creative illustrations or animations.
We will advise you on when investments on which kinds of visuals are best suited to your brand, and help you produce them.
Video Scripting and Development
As with content development mentioned above, aiding our clients in building effective video content means that their organizations have the potential to rank better online, and generate more business. Our associates assist you in developing the content and structure of your corporate video, ensuring it aligns with your strategy.
