Creating and Implementing an internal marketing brand strategy
Omnia Digital Media is a start-up agency based out of Bellevue, Washington. Their services include digital marketing, IT solutions, and web development. The company began in the healthcare industry and is now venturing into working with construction companies, restaurants, e-commerce sites, and more.
Creating a Focused Brand Strategy
The first task in developing our brand was to understand what the company’s mission and vision were. This led to a series of meetings where we conducted team brainstorms to determine what Omnia Digital Media stood for. As a company, we fully believe in using innovative technology to help businesses stay ahead of the curve. However, in developing our brand we also needed to take into consideration what our target market’s attitude was as well. In today’s marketing climate, consumers are drawn to buy from companies that resonate with the same values as them.
With this understanding in hand, we continued research on our competitors and what kind of market would be most effective to target; our focus turned towards small businesses. The types of small businesses we would be targeting had a small number of employees and preferred working closely with their third-party solutions.
After organizing everyone’s thoughts on these matters, these are the statements that were compiled:
Mission Statement: To grow the local business community of the Seattle Metropolitan Area by building relationships through technology.
Vision Statement: To create limitless potential for every business – no matter its age or size.
Core Values: Forward-thinking, originality, integrity, connectivity
Logo Redesign
After creating these statements, our team dove into developing the visual elements of representing the brand. We first took a moment to analyze ODM’s original logo – the icon visually didn’t hold enough of a presence and felt irrelevant to our newfound values. A total of four strokes were created to represent each of our core values. The gradient and shape of the strokes were refined to feel more seamless and current. In addition, the “O” shape was broadened to create a bolder presence, to visually communicate stability and trust.
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Creating Brand Guidelines
Without brand guidelines, a company will run into brand inconsistency and risk being unidentifiable and untrusting to consumers. In fact, approximately 60% of consumers expect a consistent experience across a brand. Consistency across a brand still allows for creativity within the design of print material, web pages, and social media, but ensure that all visual material is cohesive and in line with brand standards.
Below, you can see the following brand guideline that was created in the form of a booklet.
Logo Usage and Sizing
Here you can see how we have created primary and alternate versions of the logo. These were created to maintain brand cohesiveness across multiple design scenarios, such as placing the logo on a dark background, or for screen printing where only one ink color is allowed.
The sizing guide ensures that the logo isn’t distorted or manipulated.
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