corporate identity - to be or not to be

Any branding effort is actually a positioning effort. That's why we first determine the brand's positioning, and than we develop the branding to support that positioning. In other words, we first determine the right things to do, before we strive on doing them right.

After we have determined the position for the brand, we focus all our efforts in developing a clear and consistent corporate identity that supports that position. All our work is therefore intended on creating a stronger position for that brand on the market, even if the the task ahead is only to rebuild a website. Every single place where the brand encounters the market must communicate clearly and consistently the brand values.