You Don’t Create Brand Identity; That Is Who You Are!

Whether you like it or not, everyone and every company has an identity. This is by definition unique, and includes who you are and everything you do. The Crux Creative Solutions is the clean task of exposing this identity and translating it to stakeholders. Because without knowing who you are, you don’t know how to express yourself.

How Does Crux Arrive At This Identity?

Every organisation has unique (and often inspiring) stories that are worth telling. Crux Creative Solutions retrieves these stories by talking to the people behind and in the organisation. Not only through in-depth interviews with the owner or marketing director, but also with the ‘people on the floor’. The secretary often has an excellent (and realistic) feeling of the corporate culture, which is an important part of an organization’s identity.

The Use Of Identity In The Means Of Communication

After formulating and providing feedback on the identity to the client (with moodboards, tone of voice, corporate story, etc.), the brand is developed together with the (communication) strategy as a starting point. By then taking this brand as the basis of all means of communication and consistently propagating it, the image of the company will eventually come closer to the true identity. This ultimately results in a more credible organisation and a more realistic expectation pattern for the company towards the stakeholders. The current trends in the field of technology, graphic design and communication are also taken into account in the production of the means of communication.

Brand Promise

A clear brand also includes a brand promise. What do you, as a brand, promise the world? When you make this promise clear, you can then check every step you take as a brand to see if it is contributing to the promise. This way, focus remains within your company and you can substantiate why you do what you do.

Brand Identity

What does your website look like? How do you talk to a customer? Do you have a business house style, or do you have a playful one? You can only answer these questions after you know who you are as a brand. This is what we call a brand identity. Indeed, when a brand identity is clear, the above questions have become meaningless. When you know exactly who you are, you also know what suits you. Then you know what your website will look like, what your business card will look like, and even what music is being played in the office.

The Development Of A Brand Identity

Through interviews with you and your colleagues, we find out the story of your brand. This story is elaborated in a brandbook or a brand passport. This is a physical or digital document in which your brand identity is clearly explained. This document can be used to communicate the brand internally, or to make it clear to other parties who you are as a brand. For example, a printer can easily help you choose the right type of paper for your business card. We are also happy to help you with that, of course.

The Use Of Identity In Means Of Communication

After formulating and providing feedback on the identity to the client (with moodboards, tone of voice, corporate story, etc.), the brand is developed together with the (communication) strategy as a starting point. By then taking this brand as the basis of all means of communication and consistently propagating it, the image of the company will eventually come closer to the true identity. This ultimately results in a more credible organisation and a more realistic expectation of the company towards the stakeholders. The current trends in the field of technology, design and communication are also taken into account in the production of the means of communication.

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