Naming
Corporate Brand Identity (Logos)
Corporate Positioning and Message Development
Visual Vocabulary Implementation
Product Branding and Positioning
Environmental Branding
Naming
As a new company, you have one chance to make a first impression. Many of your potential customers know virtually nothing about your company or what it has to offer. A great company name can open doors and start your business off on the right foot. This is where Mentus’ broad experience in naming companies and products will bring value.
Naming your company can be a stressful experience. A name needs to be unique, memorable, easy to recognize and must somehow encapsulate everything you are as a company. Everyone will have an opinion about it, from your investors and attorneys, to your employees.
But don’t be discouraged. Mentus has developed hundreds of company and product names using a painless process that focuses on identifying your company’s attributes and elucidating just the write combination of letters and words to create a name that is uniquely and profoundly your company’s.
After selecting your company’s name, we can design your corporate identity and develop the positioning messages you’ll use in developing your corporate, sales and marketing materials. For young companies, or mature companies in the midst of a change in strategic direction, Mentus can do it all.
back to topCorporate Brand Identity (Logos)
An identity or logo is the most visible representation of your company’s brand. Its impact grows over time, as your various target audiences experience and interact with it. Mentus has created and implemented nearly 1,000 brand identities for a variety of companies from young start-ups, to established corporations.
The development of this graphic expression will be the brand identity or the “face” of the company that will become the visual framework of its brand. To create a sustainable brand, you need a strategic framework or architecture to translate this graphic and typographical expression into a system.
Mentus has a formal, effective process that combines a high degree of strategic rigor with “out-of-the-box” creative thinking. Our designers and branding professionals possess the years of experience and marketing savvy to guide the creative thinking and create brand identities that are powerful, memorable and compelling brands.
Corporate Positioning and Message Development
Your corporate image resides in your visual brand identity and in the words you use to describe the vision, mission and objectives of the company. Your corporate positioning defines you in the eyes of each and every one of your target audiences. Mentus has created a process designed to develop a message that clearly, concisely and persuasively communicates who you are as a company.
Your corporate positioning message is the foundation for all of your company’s communications efforts. It should pervade every communications vehicle at your command, from press releases and sales materials to corporate presentations and “elevator” pitches. It also acts as the starting point for your product marketing efforts, creating a platform upon which you can complete the positioning and message development for each of your products.
Mentus has worked with scores of companies to develop effective corporate positioning platforms. Give us a call and learn how our one-day Positioning Workshops can be an efficient and effective way of developing your new corporate positioning statement.
Visual Vocabulary Implementation
An identity lives in the form of a company’s collateral – the tools it uses to communicate with its constituencies. Web sites, stationery, business cards, signage, brochures, sales literature – everything. While it starts with the brand image – the rubber meets the road with how it is applied. Mentus combines creative spark with strategic thinking to implement your new brand identity effectively.
Implementing your brand takes creative skill and the experience of developing hundreds of brand identities. Once a brand identity is approved, the next step is creating the layouts and formats for all of your corporate, sales and marketing materials.
You’ll also need a comprehensive system to standardize how the identity is used. This system includes the precise colors, sizes, printing and digital specifications so that your brand identity remains consistent across a number of corporate applications. This system can then become a component of your company’s website or intranet, providing templates for different corporate divisions or vendors to ensure the correct and effective usage of the brand.
Give us a call to learn how we can put our creative energies to work on the development of your new corporate identity.
Product Branding and Positioning
A product brand defines what the customer can expect from the product experience. The product brand may be an extension of the company brand or stand alone. In either case, a defined brand architecture needs to be developed and implemented. In addition to its corporate branding and positioning work, Mentus has also named, branded and positioned a variety of products and services.
Branding a product involves many of the same principles and tasks, as developing a corporate brand. Clearly, the product or services’ attributes and its competitive advantage over existing offerings are critical factors in establishing the brand positioning. This messaging must present a compelling value proposition, one that will entice your target audiences to want to learn more about the product and what your company has to offer.
Give us a call and learn more about our Product Branding Workshops and how we can help you define your brand, develop a branding strategy, and design and implement the communications program to make your product a star.
Environmental Branding
In evaluating the effect of brand messaging, the company’s headquarters and satellite offices are often overlooked. Mentus can show you how to extend your brand identity so that it is reflected in your company’s buildings, no matter where they are in the world.
The first impressions made by your headquarters or office environments should be indelible, powerful and unforgettable. From the signage on the building, to the look and feel of the lobby, your laboratories or manufacturing floor, and your conference rooms, all the areas that a customer might visit should resonate with your brand identity.
Using interior design and a blend of graphics, Mentus can help bring your brand alive where you work. We’ll create a sales environment in your facility that can impact customers and also reinforces your brand with employees.