Brand Development
- Category: Services
- Created on 2011-05-13
K&M are experts in public sector branding and brand strategy. A new logo is not necessarily a brand, although it does provoke an emotive reaction based on historical contact and communication. A brand is built by people and the interactions a customer or stakeholder has with that organisation.
K&M believe that the most important aspect of developing a public sector brand is to fully understand stakeholder perception of the organisation both internally and externally.
The Creative Briefing process is key to success and K&M recommend setting up a 'briefing panel' made up of key people within and external to the organisation. This will ensure that entrenched views are not taken as read. This process should also help to indicate whether any changes to the organisations' operations processes are needed in order to deliver against its brand 'vision and values.
K&M also believe that once design concepts have been developed, these are communicated to members of the briefing panel and others at 'buy-in' workshops. These workshops are intended to ensure that the potential brand actually means something to the people who represent it and interact with it.
Services