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Brand and Identity Development: What we do

Brand and Identity Development: What we do

Our comprehensive experience in identity and brand development ranges from creating a simple logo design through to naming, conceptualising and developing a brand or corporate identity programme.

What is a brand?

The definition of a brand is: “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”

That is a strict interpretation, but, a brand is much, much more than that.

A brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle. The logo symbolises the brand. The theme line or strapline, if it’s any good, uniquely and memorably expresses the brand promise. But, these are merely an extension, a brand is actually much larger.

The power of a strong logo in brand identity, that can instantaneously communicate to an audience cannot be underestimated, but BRAND as a whole is the essence or promise of what a company is, stands for, and what will be delivered or experienced by a customer. It must be authentic. It must be “REAL“. Some large brands are able to do this by symbol alone, without words, that is the Holy Grail that most brands dream about. This represents communication at its most primitive. Few can pull it off.

Brands also take time to build.

Successful branding requires the consistent delivery of positive experiences to your audience – your customers – over time. It comes from keeping your promises to them, from earning their trust that your brand will do its best, at every point of contact, to deliver on what they want and expect from you. This trust leads to their choosing your brand again. Successful brands never take their audience for granted. Good brands never forget that the most important aspect to customers is: what’s in it for them. In the new content saturated, multi-sensory, digital world customers occupy, there are an ever growing number of distractions and brands must work harder to attract their attention and allegiance. The logo and theme line are not the brand. The logo symbolises the brand. The theme line, if it’s any good, uniquely and memorably expresses the brand promise.

A brand is fundamentally a container that comprises a customer’s complete experience with the product or company.


Identity can be simply a logo and perhaps a strapline. But, it can also represent a complete communication programme looking a every aspect of how a company is cohesively represented through a whole range of media.

To create a successful identity, a full brief is required so we get an understanding of target audience and the client’s preferences. After resource gathering, planning and researching we’ll create initial ideas and, based on feedback, these will be developed into a finished identity. For larger projects we’ll supply a rationale to explain the thinking behind the new identity, similar to the rationale for the Cumbria Local Enterprise Partnership.

Because, as a company, we have extensive skillsets across a range of media disciplines through our personnel, whether physical or digital, we can assist in the implementation and delivery of your identity through a wide range of communication channels.

Essel is well versed in producing identity and branding guidelines that clearly define the usage rules, exclusions and processes behind identity implementation. These can be provided in a more traditional document or as a web-based “wiki”. Furthermore, we can develop a digital library of assets to aid availability, compliance and ensure quality reproduction.

Please view our identity and brand portfolio. For recent examples of our work click here or for past examples click here.

If you would like to talk to us about your identity or brand development, then please call us on 01243 219127 or e-mail using or online form.

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