Brand development – or creation – is like riding a camel across a desert. Success depends on two factors: a clear idea of direction to be taken, and the skill to steer the brute.

Creating a new brand

Creating a new brand from start-up is, in some ways, easier than trying to change consumer perceptions of an under-performing brand. At Ketchup we start at the bottom, with an underlying thought that sums up the brand’s value to potential customers.

That thought could be expressed in a baseline, in a visual style, in a logo, or a combination of all three.

However we say it, it presents consumers with a reason to become involved with the brand. It gives everyone inside the company a clear direction and sense of purpose. And it informs all brand communications.

New products and start-up companies face daunting obstacles, not least from established competitors. By devising unique market positionings and communicating valuable points of difference to consumers in powerful new ways, Ketchup enables brands to flourish and grow. Even in a desert.

Giving a brand the personality it needs to perform

Giving a brand the personality it needs to perform often just requires a little lateral thinking. The reworking of existing design and messaging, perhaps, to modernise the brand’s image and increase its appeal to a wider audience. Or the addition of extra values to ensure that the brand offering is superior to that of its competitors.

A brand may even need a ground-up marketing overhaul. Not just new clothes but a whole new way of talking to, interacting with and appealing to potential customers.

Our strategists carefully examine the consumer perceptions surrounding a brand and then build on them or, indeed, challenge them. Then our creative teams wield technology, bend words and shape the pictures that will ensure the brand has the personality it needs to achieve the attention and recognition in the marketplace.

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It’s all about the results