Powerful brands don’t just happen. Some are created from scratch.
Others are in need of change, better management or rejuvenation.
Occasionally, a few need to start over. We employ strategy and design to develop bigger, better, more powerful brands for clients, whatever their business needs.

Strategy

Behind every great brand is a great strategy. And behind a great strategy is a great vision. Sometimes, a little right-brain thinking is needed to visualise a strategy and realise its potential. That is what we do. We create visibility for strategy and bring it to life visually in identities. In the minds of customers, identity and how a brand expresses itself in communications are important components of the brand. And while brand asset values are not as inflated as they once were, brands and identities still determine consumers’ quick-pick decisions. In this busy world, brands that are visionary and have meaningful identities are more powerful and brands that express themselves well in communications more highly regarded.

Identity

If vision is the strategic intent of the organisation, identity is what it looks like. Obviously, the greatest synergy and value accrue to the business when vision, brand and identity are in alignment. As a potent symbol inside and outside the organisation, identity creates synergy, introduces or accelerates change, induces commitment, confidence and loyalty. By contrast, if identity is out of synch with the organisation’s objectives, neglected or out of place and time, there are few synergistic effects. The creation of powerful identities requires an understanding of strategy as well as experience of implementing identity systems.

Brand Expression

Identities are created or adjusted infrequently. However, brands express themselves in all communications with customers and stakeholders in what has become a multi-message, multi-channel conversation. Ideally, every one of these brand expressions should be a good one to build value in the brand. This is most likely to happen when the strategy, identity and brand expressions are aligned. While visual consistency plays a significant part in presenting the organisation in a coherent way, a consistent tone of voice and meaningful messages are just as important, no matter what the channel. Good communications are rewarded by customers with loyalty, which in turn builds powerful, more valuable brands.

Digital

Every organisation is unique and has its own particular requirements. A successful identity is created when an understanding of strategy is complemented with its expert application. Increasingly, applications are digital with online, interactive and broadcast channels growing in relevance exponentially. At Image Now, we apply the principles of good design to the totality of a brand's expressions, including digital ones.