When you hear the name of a recognizable company, a logo is the first thing that likely comes to mind. A strong brand identity is important, but a brand is much bigger than just a logo. Branding beyond a logo can help a company to unify its services and present a cohesive image to consumers. This is especially true for large companies that offer many services.

Red Shoes recently worked with a corporate client to help organize how the company brand was being delivered and perceived. The client company, in business for more than 100 years, has a well-known name in the communities it serves, but was most well-known for just a few of its service offerings. Our end goal was to expand awareness of its other service offerings, but to do that, we had to start at a foundational branding level.

First, we looked at the company from a big-picture perspective – how do employees and the public refer to the company? What services do people know about? How does the company’s corporate structure support its services? Then, we made some changes.

Agree on an organizational structure

It is true – organizations can be very complex, with many small teams working as part of a larger team. This can make it difficult for external audiences, like consumers or clients, to understand what the company is all about. Simplifying the corporate structure so that it is easy to understand for an external audience is crucial for good branding.

For our corporate client, we created a simple pyramid visual to show how the different service offerings and service groups related to the overall brand. This visual, though simple, helps to ensure consistency when referring to services offered, and who within the organization offers them. By having a clear understanding of the company’s structure, everyone from employees to consumers can easily see how the company is organized and what services it offers. This type of clarity is essential for delivering a strong, unified brand message.

Define specific naming conventions

In addition to organizational structure, it is important to agree on naming conventions – how will the company and its services be represented? This helps to ensure that everyone is referring to the same thing when they use company collateral or speak with customers. It also allows for greater consistency when creating marketing materials or advertising campaigns.

Develop brand guidelines

A brand guideline document is important for consistency because it helps to define the elements that make up the company brand, like colors, fonts, and logo usage. This ensures that there is a consistent look and feel across all communications from the company. It is important to have these details outlined in a document that can be accessed by all in the organization because it represents how the brand should be used. This document should be updated on a regular basis as the company brand evolves.

When it comes to cohesive company branding, having a clear and consistent message is key. By defining the company’s organizational structure and naming conventions, and by creating brand guidelines, you can ensure that your company presents a unified image to the public.

Need some help getting started with your branding efforts? Red Shoes is ready to take the step with you to build a strong brand identity that will be recognizable and memorable for years to come.

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