Brand Identity Services

Your Brand

What’s a brand? David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s attributes.”

A brand is not something you can hold in your hands. It’s the perception, experience or relationship someone has with your products, services and organisation.

Although a brand means something different to each person, you can influence it through your company’s brand identity.

For many the perception of brand identity is their logo. As a business grows it’s important to know the difference and individual value brand, brand identity, visual identity, logo and tagline provides.

All of these are vital components and it’s our job to guide our clients to maximise opportunity with each.

Brand identity

Brand identity is the essence of your business, that sets you apart from the sea of competition. We help businesses articulate their brand identity.

Every business has a compelling story and we can help you create your unique brand narrative.

Elements that feed into your brand identity include:

  • Business mission
  • Core values
  • Brand essence
  • Brand direction
  • Tone of voice
  • Brand story

Visual identity

The visual aspect of your business that evoke a feeling and experience. Visual identity goes far beyond your logo and encompasses all your visual communications, designed to a consistent style. This will reflect your brand identity accurately and connect with your audience.

If brand identity is your unique story, visual identity is how you portray your story visually with an emotional connect.

Visual positioning includes:

  • Graphical shaping
  • Colour palette and colour systems
  • Typographical style
  • Photographic style
  • Collateral layout and graphic language
  • Iconography style
  • Brand and visual guidelines

Logo design

Your company logo is the flag that sits at the top of your marketing iceberg. The mark made of typographical and symbolic imagery that identifies your business. Your company logo should perfectly represent your brand positioning.

Great logos are designed by fully understanding the environment in which they will be seen. In order to differentiate, research is an important part of this process including competitor brand marks and how they look.

Successful logo design is not about being a thing of beauty, and should never be selected simply on look. Instead it should be viewed as a strategic business tool that allows clear identification.

A well-designed logo will be memorable. When you picture a business in your mind, you should picture the logo, which triggers the emotional connect with a brand.


A tagline or strapline can supercharge your company’s marketing and get customers to associate the message with your brand. This can be especially useful if your brand’s name doesn’t say anything itself about your services or products.
Your tagline is your mantra; it tells people who you are and what you stand for in a few succinct words. The purpose is to create a positive, memorable phrase that sticks in your customer’s mind and helps them identify your brand and your message.

Brand collateral

These are the visual marketing assets that every business needs to function. A collection of media used to promote your brand offer. It’s the tangible evidence of the brand.

These are the crucial materials in support to the sales and marketing of products and services for your business.

Brand collateral are some of the most tactical and integral parts of your brand planning and strategy, with a specific objective to enlighten your audience.

The mix of collateral is different for each business and typically include:

  • Stationery and business cards
  • Case studies, datasheets and other documents
  • Brochures, leaflets, reports and other printed material
  • Exhibitions, banners, signage and other display graphics
  • Iconography
  • Email, web and trade press advertising or campaigns
  • Internal comms & presentation templates
  • Social media graphics
  • Website design

Need some help with your next project?

Call Brolly Marketing today on 0203 026 6697 to get started with branding or rebranding your business.