Branding and Identity
When you just have a moment to get someone's attention, the image just has to be right. At the W.L. Gennuine Company, we create the images that work for you to build your brand and get the recognition you deserve.
Your brand and identity is at the center of everything you do. It's the one thing that is going to be with you for a very long time and its something that will rarely if ever change. With something so important and so permanent, you had better get it right. We have been the source for creating some of the strongest identities out there and we can do it for you too.
Here's how branding works
Think of the strongest brands in the world. Nike, McDonald's, IBM and Sears might come to mind. Now think about how each is constructed. Nike - black block fonts with a simple swoop. McDonald's - typically white block letters against a red background accompanied by the golden arches. IBM - black block fonts with a slight gradient effect. Sears - typically blue block font with a line in the center of the letters. What does each have in common? All are boringly simple and yet all are highly recognizable. Whether simple is best for you depends, but don't assume that your brand must be complicated since some of the best brands are also the most simple.
In order for a brand to become a brand, it must be used with perfect consistency. Font styles, colors expressed by Pantone and RGB color numbers, logo placement and a lot more must be carefully crafted then used with absolutely perfect consistency in all applications. This is accomplished through the development of a branding guide - a written document that guides designers, advertisers, and t-shirt makers to produce the exact brand identity that represents your company.
Consider all applications
The branding guide is essential when it comes to producing anything that represents your company. Printers of all kinds may attempt to color match or eyeball a color or to guess at a font style in their effort to get you through their production schedule. Never let this happen. Always provide the precise specifications of your brand to ensure that your brand appears with consistency in all circumstances.
Our company has had the same logo since 1977? Is it time to update our brand?
Your brand should match your business. The company that was started 40+ years ago may be totally different from the company you have now. If this is the case, it is probably time to update your brand. However, updating your brand doesn't necessarily mean tearing everything out and starting over. Sometimes, a updating your brand is as simple as updating colors or fonts to match your business. Now, sometimes you may need to start over with new logo, new colors, new fonts, and a whole new look. This is OK and happens.
How do I know if I have a strong brand?
A strong brand can be determined by three simple questions.
1. Does my brand match my business?
2. Is it recognizable to my clients or does it fade into the sea of competitor logos?
3. Does it pass the passerby test? Can someone walk, run, bike, or drive past and know who you are?
If your answer is no to any of those, it probably time to consider updating your brand.
The easiest way to answer that question is for us to perform an audit. In this audit, we will give you a score of how your brand compares to your competitors with recommendations of next steps, if any. Want to know about our branding audit? Call us or fill out this form.