EXPERTISE: corporate identity & branding,
packaging design, digital media, art direction
Businesses and brands, when managed in a careful and conscious manner, convey coherence as well as a unique energy signature, reach specific objectives and generate credibility amongst customers, suppliers, investors, the company’s workforce, potential employees and the critical public. Marly helps you to accomplish this and, as your partner, develops solutions in the process of creating and optimising your company or product communications.
A corporate or brand identity that is well managed stands out from the general flood of information. All media have a distinctive and coherent look & feel, which confirms the professionalism and stature of the leaders behind it, and generates high equity in the sense of awareness (recall and recognition) and image (the overall associations that the brand has).
Having Marly as an outside business partner can be enlightening in identifying key issues and helping to improve positioning and perception, and thus loyalty and pride among target audiences. Our service portfolio can be tailored according to your project’s particular needs and intentions.
PROCESS: explore, establish, express, execute, excel
Our process includes an analytical and strategic approach combined with intellectual curiosity and intuition. This results in awareness and knowledge which serve to maximise opportunities for your success. A translation of these findings into creative exploration
and visual expressions is then the next step.
Brand Creation or Refinement: We have developed a process which makes the best use
of your resources. The typical phases of a project:
Asking, Listening & Evaluating
Concepts & Design Exploration
Design Development & Application Study
Launch & Implementation
Review & Maintenance
A close collaboration with the senior management and / or executive board on client's side is imperative, not only to gain a deep understanding of the background and current situation, but also to be able to allow performance transformation and evolution in a far-reaching and comprehensive manner.
BENEFITS: to establish position + perspective, to allow clear communications, to develop smart and elegant designs that make life easier and more beautiful
Much has already been said and written by many in the past. Corporate identity – the work which once was covered by a discipline called graphic design (with pioneers like Paul Rand, Josef Müller-Brockmann etc.) – evolved into big branding, marketing or advertising programs. For better understanding, the term corporate identity is usually applied to distinguish corporations (institutional brand) from the branded product or service they supply (consumer brand).
There is a common misconception about branding – that it simply consists of a logo or symbol, which is applied at random to everything a business produces. If that was
ever the case, it is certainly no longer so these days when consumers all over the world have developed an increasingly sophisticated understanding of how to interpret the vast
number of commercial messages with which they are presented daily.
Benefits of Branding Activities
Generally there are two categories of potential benefits – the tangible gains like growth and increased sales and profits – and then there are the intangible benefits which refer to how an organiation is perceived by its customers and other audiences (intangible benefits are no less important!):
To define the positioning and uniqueness of an organisation or product:
communicating who you are, what you do, how you do it and where you want to go.
To provide perspective: to have a better idea about the organisation’s future (“Which partner fits the vision?”, “Let’s merge and be big.”, “Let’s merge and be new.”).
To help refresh, adjust and fine-tune.
To coordinate what exists and explore opportunities.
To signal effective management control and improve external perception.
To improve motivation and loyalty (pride) amongst workforce.
To reflect future viability to investors: the organisation is perceived as connected, trustworthy and innovative.
To create a sense of belonging and experiences to which people want return to again and again.
You cannot not communicate. What you're doing, or not, consciously, or not,
sends a message.
Everything in your organisation is a potential customer touchpoint that provides a memorable brand experience – pleasant, or not.
Brand Communication Tools:
Product / Service Architecture
Naming & Nomenclature
Brand Soul & 'Look & Feel'
Logo & Signet Design
Stationery & Forms
Webdesign & Digital Media
Literature Systems & Brochures
Internal & External Signage
POS & Displays
Brand Management & Evolution:
Design Manual & Guidelines
Staff Behaviour / Internal Culture
Paying the price without knowing the value is ignorance.
Knowing the value without paying the price is corruption.
Knowing the value and
paying the price is integrity.