Building a Strong Brand Identity

27th March 2023

Building a Strong Brand Identity

What is Brand Identity?  

Your company’s brand identity is built up with a number of things, it’s what your brand says, it’s values, it’s how you communicate to your audience, it’s the feeling people get when they view your product or service. All in all it’s the personality of your company, and it’s the promise you make to your customers. 

The original term “Brand” comes from the mark that cattle ranchers would make to brand their ownership on their cattle. Nowadays the idea of the word “Brand” has evolved into much more than just a symbol or a name. 

A brand is a set of features that separates your company from other companies and/or its competitors. It helps communicate to your audience what it is that you do, and how you do it differently or better. Often a brand is comprised of a name, tagline, logo or symbol, visual design language and a brand voice.  

As Wayfair Senior Brand Manager Jared Rosen puts it, “Brand identity is more than just finding the right logo to place on coffee cup sleeves or mount above your front door. It’s about crafting a personality that amplifies the core elements to your brand’s DNA. Today, the most magnetic brand identities scale across digital platforms, IRL experiences, and even naturally converse with real customers.” 

In conclusion, your product or service will leave your customers with an impression. Your brand identity is the process of shaping that impression.  

Brand Identity Examples 



With Coca Cola having so many different products and types of their drink I feel that their audience is everyone. They have a product that suits anyone and not like any other brand they communicate with the viewers with emotion and create a stronger bond. 

Brand Identity 

Coca Colas brand is based on its name, logo, colour and shape. All of these aspects make up its identity. It is an important factor influencing Coca Cola sales. The brand has is known all around the world as they have built their image on a universal value, happiness. The brand is perceived by customers as a part of daily life and of their life style. Coke is this globalized product that has the same taste customers are looking for and which give the same pleasure of refreshment during break together. 



According to the company’s business overview, Nike brands each have distinct target audiences. The main Nike brand is most targeted towards athletes, selling related products such as shoes, sporting equipment and clothes. The Converse, Inc. Brand markets more casual goods and is described as targeting premium customers. The Jordan Brand is also a premium brand, but it is targeted more broadly at athletes. 

Brand Identity 

Nikes target audience is mainly aimed at athletes and exercise. Nikes’ identity is made up with a few different aspects such as its name, logo, slogan, colour and shape. The brand is well known around the world to be associated with anything regarding athletes, sports or fitness related. Nike is perceived by its customers to be a way of life, to train hard and never give up. Its slogan “Just do it” has no need for its iconic swoosh logo anymore and is aimed at the not so fit audience urging them to get up and get exercising.  


Brand Identity 

IBM has one of the world’s most recognizable logos. Maintaining its integrity is an essential part of protecting the brand. The 8-bar blue logo is more than a signature to our ads or a name on our products and services. To customers, it is a promise that represents trust, value, quality and advanced technology. In a world of confusing, competitive ads and product claims, the IBM logo is uniquely reassuring, conveying authenticity, reliability and quality. The IBM logo is present on every form of IBM communication. 

How to create a Brand Identity 

Find your target audience 

Behind every successful brand is a well thought out brand strategy. Part of that strategy begins with finding your target audience, these are the type of people who will be more attracted to the product or service you are supplying. Once you have determined who that audience is you can then tailor your mission and messaging to meet their exact needs.  

The key focus here is to get specific, figure out the behaviors and lifestyle of a precise audience. For example if were to target “All Moms” this would be too broad. But if you niche your choice down to “Single Moms who work full-time” this gives you a much clearer scope to create your content.  

Research competitors in your Industry  

When researching your competitors be careful not to imitate what it is exactly they are doing. You should only be aware of their brand strategies, and use this knowledge to differentiate from them. The end goal is to stand out from your competitors and convince your audience to purchase from you over them.   

Looking at your competitors or leading brands, study how well they have thought out their brand strategies. Have they missed anything? Are they sending the right message? See how you might do things differently or even better. A successful needs to be clear, recognizable and easy to remember.  

Establish your brand mission and vision  

Crafting a clear expression of what your company is passionate about is extremely important. This is your companies reason why, its everything we have talked about previously until now. But by having those steps completed previously, makes this step easier to achieve.  

Your brand vision can be an aspirational statement that your company hopes to achieve one day. What you hope your company will bring to the table, and how it can benefit/change your target audience.  

Your brands mission is what’s happening now, the building blocks you are placing to achieve your brands vision. Everything from your logo, tagline, voice, messaging should reflect what mission and vision are all about.

If you are looking for the best marketing agency in Dublin, Ireland, visit us today. To know more about our works, click here

 Some of our works:


What makes a great logo - Idea Digital

14th October 2022

What makes a great logo?

Going by a dictionary definition, a logo is “​a design or symbol that a company or an organization uses as its special sign.”  

Businesses need a way to differentiate themselves from their competitors. They achieve this with branding. Uniquely styled visuals for their advertising, packaging and messaging. The logo on its own is not the brand but the symbol used to communicate which company owns a particular good or service. It’s a trigger for your awareness of that brand and all that you know and feel about it to come into play. The logo is the identifier of a brand. 

Brand awareness is everything that attracts and connects people to a company’s products and services. How it makes people feel owning, wearing, using and supporting these brands adds to our sense of style, status and identity. All brands have a logo, a brand mark when advertised and shared becomes recognisable as belonging to one company over another. 

So what does makes a great logo? All the designers at Idea will tell you that logos should be unique, memorable, scalable and also work in one colour. Big brands the world over have been updating their logos to look cleaner and stronger at smaller sizes, spurred on by digital and how these logos look on your mobile screens. A quick search on Google will show how big companies such as Airbnb, Google, Spotify, Burger King and Mastercard have all simplified their logos to make them more confident and digital friendly. Interestingly Guinness went the other way and employed Design Bridge to add detail, character and life back into the harp symbol which brilliantly reflects the brand’s heritage. 

Great logos are memorable, versatile, appropriate and timeless. It needs to make sense of what it’s representing and be strong and confident when compared with the competitors. The easiest way to explain the thought and rationale that goes into logo design is to show you some of our own. Here are 3 logos we designed this year with a brief description to explain why we designed them to look like this. 

Simply Blue Energy 

Simply Blue Energy - an Idea Digital Project

A company focused on blue growth strategies to fight climate change by developing marine resources such as Floating Wind Farms, Wave Energy and Aquaculture. Inspired by the wind, our logo derives from a wind rose plot diagram, a chart that is used by meteorologists to measure the speed and direction of the wind.  

Dynamic Partners 

Dynamic Partners - an Idea Digital Project

A collective of experts who work with business leaders and their teams to give them the skillsets and tools required to enable them to thrive. Bringing insight and resource to the relationships between people in organisations takes conversation and a belief that we are better together. This logo captures these conversations by using speech bubbles to represent the D and P of Dynamic Partners with a Venn diagram overlap. The meeting in the middle is where real understanding and change occurs. 

The Arc Collection 

The Arc Collection - an Idea Digital Project

A company dedicated to the curated selection, development and management of short-term luxury rental properties in gateway getaway? cities across Europe. An exclusive and elegant logo designed to visually represents its name by using arcs to create the letters. 

Let’s consider and review some of the most successful logo designs in the market today. 

Nike Swoosh - an Idea Digital Project 

The iconic “swoosh” of Nike evokes a feeling of movement, progression and speed. Very appropriate for a sportswear brand. The symbol of a logo should be highly visible and memorable. Ideally a logo should be so recognisable that a client can recall it even after one quick glance. 

Fedex - an Idea Digital Project

The Fedex logo is famous for the arrow hidden within the letters. The negative space created between the letters E and x creates a forward pointing arrow that evokes a sense of speed, destination and perseverance in achieving goals. I got into a conversation with my sister about how to brand companies and what makes a great logo, a prelude of sorts to this article and I happened to mention the hidden arrow in the FedEx logo. She came back to me a few weeks later all excited about how she finally saw the arrow and now that she has seen it, she can’t unsee it. Small discoveries like this really elevate a logo in the mind of a client. Understanding and appreciating the meaning of a logo and how it cleverly ties back to the relevance of the company really helps to build brand confidence. We all like clever, it shows consideration, thought and understanding. We want our brands to understand our needs and to feel satisfied and better off by our purchases. 


When I mention 3 stripes which company do you think of? It’s like asking which company uses the tagline ‘Probably’. Taking something so simple and building a brand that is supported by something so powerful, memorable and simplistic is the gold standard in logo design. The three-striped logo is the cornerstone of Adidas branding. 

This mountain emblem conveys the idea of overcoming challenges, scaling mountains and pushing through to achieve your goals. In the same way we designed the Dynamic Partners logo to feel more approachable by using lowercase lettering for the name, Adidas starts with a lower-case letter to emphasise its sportswear products are accessible for everyone. 

Great logos are intriguing, eye catching, memorable and remarkable. Some may think that a logo should visually represent everything your company is or does, but I hope this article shows this is not what to expect from a logo. Nobody needs to look at a logo and see all of that. Ideally if you can visually capture the essence of the company or product in a simple, emotive and impactful way, it can create an attraction for the brand which is ultimately good for business. 

Also read:

Choosing the Right Social Media Channels for Your Business

15th September 2022

Choosing the Right Social Media Channels for Your Business

Choosing the right social media platforms for your business can be difficult, it can be hard to know where to start or what you should be looking for to make sure you choose the right ones. 

To help, we’ve compiled some tips to make the decision a little clearer for you. Here’s some things you need to take into account:

1. Your Audience

Knowing who your audience is, is probably the most important thing to take into account when you are choosing which social media platforms to set your business up on. One of the main reasons businesses create social media accounts is to put themselves in front of their ideal audience, so knowing what social media platforms your audience uses is key to succeeding on social media.  For example, if you are a B2B company, the majority of your target audience may use LinkedIn as their primary social media channel, so that may be the best fit for your business.

2. Your Goals

What are your social media goals? This is something you must focus on setting out before you establish which social media platform you will use. Depending on your social media goals, it may make it clearer which social media channels will benefit your business, for instance, some social media platforms are built for brand awareness while others are built to drive conversions. Understanding your social media goals and what it is you want to use social media for, will help you decide on which social media channel will help you yield the right results.

3. Research Competition

Research all of your top competitors. What social channels have they chosen, what type of content are they posting, which of their content performs best with their audience, and which social platform are they seeing the best progress on? These are all questions you must answer when looking into your competitors,  to help identify the right platform for your business.


4. The content you want to create

Examine the type of content you want to create. Different content works better on different social channels, for instance, if video is something you want to focus on, you may find YouTube and TikTok the best platforms to use.  Each social media platform has a particular type of content that it is known for or that performs best. Take a look at what content you have and what content you have planned to use/create in the future, using this information you will be able to determine the best social media channel for your business. 

Once you have completed the points above, it is now time to compile the information together to help you make an informed decision as to what platform aligns to your goals, has the highest presence of your target audience and fits with the content you want to create.

Also read our other interesting posts:

Do you want New Leads or do you want a New Website?

28th May 2020

Do you want New Leads or do you want a New Website?

Since the COVID-19 lockdown was implemented, we have noticed an increase in digital projects at Idea. Many of our clients are using this time to pay more attention to their digital marketing.

The vast majority of companies have a website and are using some digital marketing tactics, but many aren’t sure what to change, what to do next or where to even start. Sometimes it’s thought the best approach is a new website, but what about everything else? How do you get people to your website, or more importantly, what do you want them to do when they get there?

For many companies, the investment in a website represents a large share of their budget, not to mention the time and effort that goes into a new website (trust me, we know!). 

For most companies, digital marketing activities should be generating revenue and profit for your business. Sales start with leads.

At Idea, we can help you look at your current digital marketing activities and see how you can optimise them to deliver more leads.

These could include:

  • Targeted Google Ads campaigns delivering the right traffic to your website
  • Developing a Lead Generation campaign using landing pages and online advertising
  • Improving and increasing your activity on the right social media channels
  • SEO activity to improve your website’s performance

So where to start? Have a look at your digital presence and ask yourself: where are we at and what do we want to achieve? We can help you with this, from performing a Free Website Audit, to giving advice on what digital marketing activities you should be considering. We can even develop a Digital Marketing Plan for you.

Lastly, it’s worth noting that there are some government grants to help businesses, like yours, improve your digital marketing performance.

So, how can you generate more revenue by increasing leads from your digital marketing? Drop me an email at to see if I can help you answer that question.


16th July 2018

Depend on Digital: Adding Value To Your Property Development

Having a strong digital presence is an essential element of property marketing. This medium can be hugely effective by strengthening visual effects and reaching and capturing a wider audience. So what steps can be taken to increase sales and encourage interest in your development?


Having a visually appealing and functional website is a crucial element of your campaign. By developing a an engaging website, you can showcase both the property and its surrounding area with impressive images and videos.

Engaging, informative content through your website on the property and its location will increase brand recognition and boost sales enquiries. Well-researched copywriting throughout the website (e.g blogs which capture themes such as local amenities, interior design options) will help potential buyers visualise living at the property.

Technical content such as interactive floorplans, sitemaps and building specs can also be included on the website to further interest and engagement with prospective buyers.

Social Media

The growth of social media over the last 5-10 years has been astonishing to say to the least. Our mobile phones capture the majority of our attention – so it’s important to have a strong social media presence to capture the attention of potential property buyers. Without a social strategy you missing out on a cost effective platform to reach your target audiences.

Social media platforms such as Facebook, Instagram, Twitter and LinkedIn are very useful for interacting and engaging with your target market. These platforms can showcase the property and location with striking images and video, while also providing valuable and engaging content through posts and captions.

Using paid advertisements, as well as organic content, can be effective for targeting potential customers based on demographic, location and online behaviours.


Search Engine Optimization (SEO) is how you can organically optimise your website to appear higher up in search rankings. By having an effective SEO strategy, you can direct prospective buyers who are searching for property towards your website.  A large majority of your potential customers are researching their future homes online- don’t miss out on targeting them. You can reach users organically by employing both onsite and offsite SEO.

Onsite SEO includes copywriting website content which strategically targets relevant keywords. There are also several technical onsite SEO techniques we can use, including meta tag optimisation and site speed analysis.

Offsite SEO includes running an ongoing campaign on creating backlinks on domains which have high authority ratings, and making optimisations to any Google Map listings that are relevant.

Find out more about SEO here.


Google AdWords (soon to renamed Google Ads) is a very effective way of increasing your online presence, through both Search & Display.


Search advertising can help ensure your website is at the top of the search rankings for relevant identified keywords. An example of some keywords could be: “Mortgage calculator, places to live in Dublin, Greystones new homes etc.”. Ads can be targeted to audiences who Google have identified as searching for property based on their web browsing activity as well as a full range of demographic information.


As property is often sold on a visual basis, display advertising is hugely important to:

  1. Make users aware of your new property development if they are not searching
  2. Keep the development in the user’s attention if they have already visited your website before, by placing visually appealing ads on other websites that they visit.

You can target certain demographics, keywords on websites or individual placements based on website categories, while there are also placements available outside these networks, such as Daft and MyHome.


A strategic digital marketing campaign can have a huge impact on property sales and brand recognition – don’t miss out on these essential sales tools.

Need help with your digital marketing strategy? Why not benefit from our experience? Get in touch –


Andrew Browne, Account Manager


20th June 2018

If it Ain’t Broke – Why Run with a Rebrand?


For many the risk of renaming and rebranding something that is much loved and highly successful can be too great – but for others the danger of becoming ignored and no longer relevant is even greater. So what companies are choosing to give themselves a refresh to stay ahead of the game?

Grass Roots Ambassadorship

Circle K, formerly known as Topaz have begun rebranding the 420-strong network of forecourts around the country. This rebrand is part of a global rollout and is expected to take 18 months to complete with an estimated total cost of €55m (with €35m being invested in the development of four new sites)

Niall Anderton, managing director of Circle K in Ireland, said the Irish rebrand was the final leg of a Europe-wide rebrand by the Canadian group, which also owns the former Statoil network on the continent.

Grass Roots Ambassadorship

The company’s investments to date go beyond the rebrand and new sites – with money also being spent on new pumps, new coffee machines and new premium products. “We have to stay investing in the market so our consumers get the best offers,” said Mr Anderton. Circle K is currently running a television and outdoor marketing campaign this summer to highlight the new brand and the change from Topaz to Circle K.

The current marketing and advertising shows the value of engaging employees with the rebrand by making them brand ambassadors. Ultimately, no marketing strategy or advertising campaign will ever communicate the brand as favourably, or as sincerely, as engaged employees, amplified by social media. Understanding your employees and empowering them with marketing savvy and social media freedom can incentivise ambassadorship and sincere messaging. Your workforce can double-up as brand evangelists, inadvertently communicating the awesomeness of your company to the world!


Here are some successful rebrands you may remember happening within your lifetime.

Marathon to Snickers

In 1930 Mars introduced Snickers, a chocolate bar consisting of nougat, peanuts and caramel coated with chocolate and named after the favourite horse of the Mars family. The bar was marketed under the name “Marathon” in the UK and Ireland until July 19, 1990, when Mars decided to align the UK product with the global Snickers name.

Marathon to Snickers

BackRub to Google

Larry Page and Sergey Brin, students at Stanford University in California, developed a search algorithm – originally known as “BackRub” in 1996. The Google company was launched in 1998 by Page and Brin to market Google Search, which would later become the most widely used web-based search engine in the world.

BackRub to Google

Opal Fruits to Starburst

Opal Fruits were introduced by Mars in the UK in 1960 and introduced in the US in 1976 as Starburst. In 1988 the UK name was changed to match the US brand in order to keep a constant brand name.

Opal Fruits to Starburst

Blue Ribbon Sports to Nike

On January 25, 1964, Blue Ribbon Sports was founded by Bill Bowerman and Phil Knight. On May 30, 1971 Blue Ribbon Sports officially became Nike with its iconic “swoosh” logo to represent the sound of speed.

Blue Ribbon Sports to Nike


Your brand is vital to your company’s potential, and must be instantly identifiable for the successful future of your business, it’s important to get it just right!

Have questions about your company’s brand? Why not pop in and chat to Idea?  

Stephen Gibson, Creative Director

Map Website

12th March 2018

The .ie Debate: Safeguarding your Intellectual Property

You protect your home with an alarm, your car with a locking system and your computer with a password. Have you ever thought about how important it is to protect your intellectual property?

Did you know significant changes have been made to .ie registrations? From this month, the need to show a ‘claim to the name’ when registering a new .ie domain will be removed. Do you understand the implications of this for your business?

Stipulations in the Past
Previously, an applicant wishing to have a website with .ie domain name must have proven they had a valid claim to the desired name and a real, tangible connection to the island of Ireland. Now, anyone with a connection to Ireland will be able to register any name with the .ie domain without having to prove claim to the name. Registrants will still need to prove their real connection to the island of Ireland, and provide photo ID to prove their identity, but they no longer have to prove they have a claim to the desired domain.

How this impacts you?
Would you like anyone to be able to set up a website that had your name, business name or trademarked material in its .ie address?

If you have intellectual property to protect, Idea recommends you register and safeguard any .ie domains that you don’t want to fall into fraudsters, competitors or domain stockpilers hands. Over 239,000 .ie domains have been registered. Have your protected yours?

Chief executive of the IE Domain Registry (IEDR) David Curtin maintains “Protecting .ie domain holders has always been IEDR’s first and foremost priority, and that has not changed…. we already have in place many protections to safeguard the .ie namespace against hacking and malware hosting, and we are constantly updating our own technology and best practice to ensure that the .ie namespace remains secure.”

Idea believe a company should take the necessary steps to protect themselves from unavoidable confusion and unnecessary work due to not securing .ie domains that should rightfully be theirs.    

What you can do:
Now is the time to register your .ie domain extension for your website and protect your business and company name. Register your domain with us for as little as €75 plus VAT per year.

If there are any .ie domains you want to register or protect contact Oisin to discuss in more detail. Email oisin(at) or call 01-2500050.

12518 IDEA Blog Post Artwork WEBSITE 1

22nd February 2018

4 Tips to Maximise your Pay Per Click Strategy

AdWords allows you to maximise your online advertising strategy – displaying your ads to the right people, in the right place and at the right time. Here are four tips to boost your PPC strategy in 2018:

(1)  Include Negative Keywords

Negative keywords are keywords that wouldn’t make sense to your target audience or bring in the leads you desire. Negative keywords remove the search results you wouldn’t want to be found under. For example, if you own a café and only sell breakfast, you would use ‘lunch’ and ‘dinner’ as your primary keywords.

If you’re unfamiliar with Negative Keywords, Google can walk you through the process step by step. Struggling to find inspiration for Negative Keywords for your campaign? You can check the ‘Matched Search Queries’ in Google Analytics to see what people have been searching for.

(2)  Insert Conversion Points on your Landing Pages

You’ve spent a long time optimising your ads so they rank highly on Google’s Search Engine Results Page, but then you link your ads to a generic landing page. This can prove to be a bit of a conversion killer.

Your landing page plays the most prominent role in driving conversions. You can have the most aesthetic website in the world but if you have no conversion point there’s a very good chance that customers will backtrack, unless they scour your website trying to find that all important CTA button.

Having a conversion point is an immediate selling point. The conversion point lines up with the ad that brought your customer to your landing page. The customer fills in your form and then you have a new conversion.

(3)  Set up Custom Audiences for Remarketing

Creating custom audiences in AdWords is a great way to help boost your conversions. You can create unique audience reports based on dates, page visits, actions taken on pages, etc.

For example, you can create a custom report based on people who have visited your landing page and pricing page. This allows you to track prospective customers who are potentially about to convert. You can then follow up with these people and hopefully entice them into converting. Remarketing is a handy tool and should be used in all PPC strategies.

(4)  Optimise for Mobile Phone Users

As of 2016, mobile traffic has surpassed desktop-based traffic. Since mobile traffic is steadily increasing, focusing solely on desktop-based traffic could be detrimental to your business. One of the best methods for optimising mobile is by adding sitelink extensions to your mobile based-ads.

When someone is browsing on their mobile they need real time information and do not have time to stop. For example, if your company sells customisable jackets you could have sitelink extensions such as ‘styles’, ‘designs’ and ‘colours’ which provide users with easy access. Sitelink extensions should be one of your key strategies when trying to convert more mobile searchers.


Paid Search is constantly changing – staying up to date means you can maximise your budget, resources and results.


Need advice about your online strategy? Talk to Idea!

15th February 2018

What does Psychology have to do with Design?

Over the last few years, psychology and cognitive science have been taking an important role in design discussions, especially when it comes to User Experience and Interaction Design. But what does psychology really have to do with design? Is this just a fleeting new trend or do both fields of study really mix? To answer these questions we have to go back to the basics and ask ourselves – what is psychology?


How Psychology Impacts Your Design

According to Encyclopedia Britannica, we can define psychology as a “scientific discipline that studies mental states and behaviour in humans and other animals”, and if we go even further, they describe cognitive psychology as a “branch of psychology devoted to the study of human cognition, particularly as it affects learning and behaviour.”


If you come from a design background you probably know that design involves the conceptualisation and creation of new things, but much more than that –  design is “a discipline concerned in planning the creation of a product or service with the intention of improving human experience with respect to a specified problem”. With that said, it’s impossible to design anything effectively if you don’t take into account human experience and consequently, the way people think. It’s the way people interact with the designer’s creations, how they perceive and how they appreciate it (or not) that will define if a product fits its purpose!


So that means every designer has to be a psychology expert? Of course not, but knowing the basics and trying to keep up to date with research on human behaviour and cognition will make their designs better by understanding the people that interacts with their designs. Of course this is not an easy job as the field is so vast, but let’s start with the basics!


The Basic Principles of Psychology on Design

Gestalt principles: This psychological theory explores how your brain tends to perceive the world around you.  Some of its principles are:

  • Similarity – If a user sees objects that look similar, they may automatically perceive them as individual elements of one group. That’s why in the picture below you see 3 lines of white dots and 3 of black ones and not a messy heap of circles.

Gestalt principles 1 - Idea Digital

  • Closure – It’s the human eye’s tendency to see closed shapes even when they are not! Have you ever noticed the panda in the logo below is not complete as there are no lines on his back or head? Probably not!

Gestalt principles 2 - Idea Digital

  • Proximity. When objects are placed close together, the brain perceives them as a group rather than seen individually even if they aren’t similar. That’s why you see the U in the logo below even when it’s made of lots of non-similar elements put together.

Gestalt principles 3 - Idea Digital

  • Figure/Ground. This principle demonstrates the human tendency to separate objects from their background. The “figure” is always the most important piece of information, so you perceive the logo below as a basketball player in front of a blue and red background and not only as a hollow silhouette because the human figure has more importance than the other elements.

Gestalt principles 4 - Idea Digital

Von Restorff effect: This effect predicts that when multiple objects are present, the most different one is most likely to be remembered! That’s why we use different colors and shapes when we want to call attention to something, like those Call to Action buttons!

Hick’s Law: This law states that the more options users are exposed to, the longer it takes them to make a decision – causing unpleasant feelings. That’s probably why most designers like to keep things simple and present just one or two options.

As we said before those rules are just a tiny piece of the research involving psychology and design – these shouldn’t be taken as an invariable truth. Psychology is science and science involves testing and retesting hypothesis all the time. This means that what is a rule today can change completely tomorrow because behaviour changes just as people change! Isn’t this fascinating!


Inis Leahy, Graphic Designer

iStock Blog Images 0013 iStock

7th November 2017

5 Essential Tips To Boost Your Brand Launch

The countdown is on! While launching a brand can seem like a daunting thing to do! Deadlines are looming and your ‘to do’ list is growing daily. With good organisational skills and the right approach you can make sure it all goes off (somewhat) seamlessly! There will inevitably be the last minute last minute piece of collateral that has suddenly landed on your plate, but who doesn’t like a bit of excitement! Follow our 5 essential tips to boost your brand launch!

1. Never underestimate a good list

Make a list of everything that you want to achieve – new logo, brand guidelines, business cards, merchandise, press releases, stationary, website, social media, signage etc.

Once you have a list of all items you would like to have at your disposal for the brand launch, weight each item in terms of how critical it is to have for the launch date. Now you have a list of all items needed in order of their priority.

2. Budget Realistically

Make sure to get accurate pricing for each piece of collateral on your list. Once you have these costs, you can assess which items are critical and affordable for your launch and which items won’t make the final cut.

One important piece of advice at this stage is not to cheap out on the merchandise, print or web materials. You have invested quite a bit of money and time on your new state of the art brand design, so don’t compromise the brand value now by producing the cheapest pens you can find. Perceptions are very important at the new launch stage of a brand, so guess what happens when you start handing out cheap pens? They end up in the bin, not a good start. Spend a bit more here and it will stand to you in the long run.

3. Strict Timelines

In an ideal world, you would have as much time as you need for such an important launch right? I’m afraid not, certain items have a very long lead time, and this is something you need to find out sooner rather than later to avoid any nasty surprises. Start with your brand launch date and work backwards. Using the weighted list, you can now assess what is feasible to complete within your allocated time and budget depending on design and production lead times. You will be amazed how quickly time flies when you have a concrete deadline, so don’t put off until tomorrow what you can do today.

4. Prepare Detailed Briefs

Sit down and think about each item individually, what do you envisage the final product looking like? What exactly are you hoping to get out of this piece of collateral? What content do you want to include? A good brief will give your design team a better idea of exactly what you are looking for, meaning the first proof will be closer to the final finished product. This saves both your time and the designers time and will also serve as a good exercise to really analyse what each piece of collateral is going to do to support your launch.


Get a second pair of eyes to look over everything. When you are very close to the ins and outs of a company, you would be surprised the things that you might overlook assuming this is common knowledge. Imagine that you are briefing this to someone who has never heard of your company.

5. Don’t forget your internal rollout!

It is important that your new branding and messaging resonates with your current and potential customers. In order for this to happen, your employees need to get on board first. New brands will often come with some internal change, so it is important to make sure that all your employees emanate your new brand values.

One way to do this is to have an internal brand launch before the external launch. Unveil your new brand and explain the decision making that led to the new branding and why it looks like it does. This level of involvement will help to make it an exciting time for everyone involved and help your employees buy into the new brand direction.

Give your employees useful gifts with the new branding on it, a nice pen and notebook goes a long way!

Some additional takeaways

Make a plan, make sure everyone is on board and then stick to it. Get approval on initial direction from the top so that there are no speed bumps further down the line that could cause delays and cost money.

If you are rebranding as opposed to launching an entirely new brand, don’t be sentimental. Out with the old and in with the new! Get rid of anything with old logo and branding as this will help drive the new brand forward.

Talk, talk, talk! Social media is a great way to build momentum ahead of a brand launch, share photos during it, and thank everyone afterwards.

Finally… launch and never look back!


Mark Sheehan, Account Manager

The IDEA team has created and implemented many well known brands and would be delighted to discuss any aspect of your brand with you. Initial meetings with our team are free. Call us on 01 2500050.

Get in touch

Ready for some lightbulb moments?