Designers Focus on Brand Aid to Create Identity Recognition

Western Mail (Cardiff, Wales), October 22, 2005 | Go to article overview

Designers Focus on Brand Aid to Create Identity Recognition


Byline: By DAVID WILLIAMSON Western Mail

Whether you are a large multinational or a small local enterprise, the need for a strong and identifiable brand is greater than ever, writes Guto Evans, managing director of Cardiff-based bilingual design agency Elfen

THE economic importance of brand identity is now being recognised amongst even its most diehard critics as a quantifiable measure.

Termed 'brand equity', successful organisations, both large and small can pin a market value to their brand identity.

As competition heightens, companies must work harder to secure the business that fuels business growth. Building a distinctive brand is at the heart of a long-term relationship between company and customer.

The use of a strong brand identity as a potent strategic tool is certainly no longer the reserve of large corporate organisations. In today's market place small businesses are compelled to reflect on what their brand, or lack of it, says of them as an organisation.

An excellent example of a small local business which has really embraced this issue of identity is Cardiff-based toy store Tweedle and Pip, which opened its second premises in Monmouth this month.

The team at Elfen have worked with the company to develop a brand which is suitable for their audience. The project involved creating a logo and two characters, a fat cat and a mouse. The brand even includes the type of personalities that the characters have, a mixture of Victorian pantomime, theatre and cult cartoons, this was all part of the research for the client.

The Tweedle and Pip brand has mileage, allowing the proprietors to reinvent the storyline continually for all sorts of purposes, from signage to flyers and adverts. It suits the product they stock, a mixture of niche toys, gadgets and quirky gifts; the brand complements their original core business plan.

As an agency we are working with more and more SMEs and we are proud of our record of achievement with new start-ups in Wales, who have themselves, because of their commitment to developing a recognisable brand, gone on to succeed in the toughest of business climates. …

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