Brand expression or personality is made up of two arms: visual expression and verbal expression. During the brand building exercise Vishaka Communications  gives special attention to mould your brand and shape it into an entity that exudes the core idea, positioning statement and attributes, both visually and verbally. The typography used in the logo, ads and brochures, along with imagery or photography style, graphic devices, colour palette, and layout conventions falls into the visual expression stream. The brand name itself, tone of voice in advertising, message portrayed and the tagline all comprise the verbal expression stream.

The logo it would seem falls into the visual expression stream, but as a unique unit it could use both verbal (your brand name and sometimes a tagline) and visual (font style, graphic or visual) elements and thus cross over both streams. Sometimes if the verbal part of the logo (the name) is strong enough it can stand alone to create a type driven logo. In many cases the name requires additional adornment and graphics to become an ownable logo.

Vishaka Communications  is extremely particular about laying a strong foundation for your brand building exercise. Before we start the journey we ensure that we have a map. First we research the needs and issues that are unique to your business and industry. Once we know the parameters we are moving in we sit down in close discussion with you to determine your vision. By aligning all our research we are able to establish the target consumers and lay down the essence, promise and personality of your brand. This provides us with an effective launch pad from where to commence the brand building process. By defining a clear blue print you are assured that every Dollar you spend on marketing communications ties back to a corporate objective and strategy.

Next we help you select the most powerful benefits for your brand to own, and to develop the proof points and “reasons to believe” for those benefits.

In the Brand Guideline your Visual Identity is extended to various support materials. Here you’ll find the entire collection of advertising templates, outdoor ad templates, brochure templates, photography styles, vehicle livery, promotional items and more.

While your Visual Identity Guideline will serve as the backbone of your brand and stay mostly unchanged for the lifespan of your company, the Brand Guideline can be refreshed every 5 to 10 years to reflect contemporary styles and stay relevant.

It’s hard not to like a person with a good personality. The same goes for a brand. Brands that carry beliefs and experiences that are favoured by the target audience tend to excel. In terms of branding, a personality assigns human characteristics to a product or service so that a prospective customer can relate to it more easily. An alluring brand personality can sell your product or service before the purchase is even made. It can also reinforce the purchase decision and build an emotional link that will tie the buyer to the brand for a long time to come. When it comes down to the final choice between two brands, a brand’s personality is often times the deciding factor for the consumer.

A brand is more than a name associated with a product or service. More clearly defined it is a combination of sentiments and impressions about image, quality, lifestyle and status. It develops a clearly defined personality in the mind of your consumers. Thus branding allows you to convince consumers that there is no product or service on the market quite like yours. But for branding to be successful, your brand has to make a promise to the customer and then uphold it.

Successful branding starts with quality products and services backed by outstanding customer service. If this is not in place your hard-earned advertising spend will fall far short of achieving your sales goals.

A brand is the one thing that you can own that nobody can take away from you. While competitors can copy your trade secrets and even your products, your brand will live on. Moreover it adds value to your business, up and above the other elements and assets that your company is comprised of. This value is called brand equity and can even be quantified. If you owned Microsoft for instance and wanted to sell it, you would begin to value the firm by looking at the assets tied to the Microsoft brand. You would identify the cost of the offices, patents, staff etc. These only make up a fraction of what you can actually sell the brand for. The value of the brand far exceeds that of the actual physical assets.