Creating difference. Branding is a way of clearly highlighting what makes your offer different to, and more desirable than, anyone else’s.

Effective branding elevates a product or organisation from being just one commodity amongst many identical commodities, to become something with a unique character and promise. Branding can create an emotional resonance in the minds of consumers who choose products and services using both emotional and pragmatic judgements. Branding can influence consumer behaviour and get more money for sometimes the same product. ie The vodka market is a perfect analogy – it is a clear tasteless alcohol but with many different price points, all positioned through differing brand strategies.

Consumers are generally willing to pay more for a branded product than they are for something which is largely unbranded. And a brand can be extended through a whole range of offers too.

Pam’s, for example, began life as a limited range of economy products for New World supermarkets and now sells a wide range of products, in almost all FMCG categories. Consistent application of the Pam’s brand attributes, such as ease of access and low price, but with great package design that is consistent with mainstream brands has allowed the Pam’s brand to move into new market sectors without changing its core brand identity and gain mass consumer acceptance.

Creating a connection with people is important for all organisations and a brand can embody attributes which consumers will feel drawn to. It is the the live blood for any business to compete in the long term and a vital component for any business today.

Redfire has significant experience in brand development and brand design. We look at brand building in a very strategic manner ensuring our brand development work elevates your unique point of difference and brand personality to the forefront. If your looking for brand developers who are passionate with all things branding, then we would be the ideal brand agency you should consider. We cover everything from brand strategy, brand design, brand identity, rebranding, brand management, brand marketing through to product branding.