05 October 2016
Shaun Westgate, Managing Director

The quest for brand distinction

Standing out from the crowd

When we are asked to review and develop a brand, our first priority is to find brand distinction. We all know that if a brand has distinction it will get noticed over its competition.

There are many elements that help to make a brand distinctive, from the product or the service and how these are delivered to the brand proposition, the key sales messages, the logo and the visual identity (colour, shape, typography, photography, video, etc.) to all the on and offline marketing collateral. All these elements, if developed in the right way, are a major factor in getting a brand noticed and help to create 'stand out' impact in a crowded market.

So how do we develop a brands core proposition that is truly distinctive? We always spend time listening to the key stakeholders and decision makers to build the 'picture of the brand'. The intention is to mine into the emotional, as well as the functional, brand drivers – the anecdotes and brand stories. We gain insights into a brand's unique business approach, what makes it appealing and how it is delivered to the client or customer. We aim to get a true understanding of not just what a business does but how it does it.

Then, with this knowledge we are able to develop a brand strategy that will really add commercial value to a business. This includes formulating a short, sharp and impactful brand proposition to engage the key audiences, along with developing a fresh new brand visual identity that truly reflects the business proposition, resulting in enhanced brand distinction.

This process isn’t onerous – managed in the right way it can have a very positive effect on a business or organisation, enhancing internal and external perceptions to deliver positive cultural and operational changes.

If you would like to talk to one of the expert team here at Westgate about helping you to develop a creative approach for your branding and marketing, to deliver great commercial impact for your business both in the short and the longer term, please email shaun@westgatecomms.com. We would love to hear from you!


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