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. It can create an emotional resonance in the minds of consumers who choose products and services using both emotional and rational judgements.
A common misconception is that a brand is simply a logo or identity. The logo is just one manifestation of a brand, although it’s often a top-level communication, seen most frequently by the greatest number of people. It should therefore embody the key ingredients of the brand in a distinctive, recognisable marque.
Thrive was commissioned by the PPP Group to develop a strategic brand strategy as part of their business diversification. The project involved a strategic review of the marketplace to develop a brand name, a trademarked corporate identity and detailed brand guidelines to ensure the new brand transcends all touchpoints for existing and potential customers.