Lingo has been working with Charmed Interiors over a period of several years.
Together we have incrementally brought its many marketing materials into the branding fold.
A strong brand not only delivers cut-through in a competitive and crowded market-place, but can also increase that business’s status in the eyes of its customers.
This was borne out, following a rebuild of the Charmed Interiors eCommerce website in summer 2017, where a strong emphasis on elegant branding and user-friendly, information architecture, saw online sales increase significantly.
A bite-sized approach
Our brief is to ensure that the Charmed Interiors logo, secondary graphics, choice of colours, font and copywriting style is used as consistently as possible, across as many ‘touchpoints’ as possible. Over several years Lingo Design and Charmed have re-styled the following collateral:
- eCommerce website
- Magazine adverts
- Leaflets / flyers
- Tearoom menu covers
- Point of sale posters
- Promotional posters
- Social media content
- Email marketing templates
- Roadside signage
- Car park signage
- Business stationery
It can be daunting to contemplate re-visiting a large number of existing marketing materials especially the more expensive items such as large format signage or vehicle livery. However the trick is to tackle things in regular, bite-sized chunks whilst maintaining a long-term vision of where you want to get to.
The importance of brand guidelines
It is also absolutely essential to have an agreed set of brand guidelines to ensure there is no misinterpretation of how to use your logo or brand identity. This is equally important whether you use a full-service design agency such as Lingo, work with multiple agencies, design materials yourself or access the in-house design capabilities of a chosen print supplier.
This is because if every party that applied your brand was allowed discretion in its use (for instance slight changes in the colour or typeface) you could very quickly see the strength and clarity of your brand being seriously diluted.