Who can change what
One person decides on the brand. Everyone else works with what's there.
Brand & design
Branding for your business: brand strategy, brand identity and house style.
Branding is everything people recognise you by: what you promise, how you sound and how you look. We set that down with you, from website to quote.
One sentence that says what you doA consistent tone in your writingThe same look everywhere
Answer five questions and see which services fit your business.
What you get out of it
Why branding makes customers choose you.
Without a brand, a customer compares you on price alone.
- Standing outA customer knows why they choose you and not someone else.
- One storyEveryone in your business tells the same one.
- RecognitionYou look the same everywhere, so people remember you.
Case study
Ledschermverhuur Nederland: from logo to brand identity.
An LED screen hire company had a name but no brand. We designed the logo, chose the colours and fonts, and rolled them out across the website, the social channels and the brochure.
- Logo mark and wordmark
- Colour palette and fonts
- Website in four languages
- Cover images for LinkedIn and Facebook
- Brochure
- Anthracite#0A1116
- Cyan#33C4D6
- Petrol#096B78
- Light grey#F2F2F7
Space Grotesk for headings · Inter for body text
Brand strategy
Brand strategy and positioning: the choices first, then the design.
Layer 1 of 3
Strategy
The bottom layer: what you stand for, who you're there for, what you promise and how you differ. Without this layer, every logo is a gamble.
Layer 2 of 3
Identity
What people see and hear: your name, your tone, your key messages, your logo, your colours, your fonts and your imagery. Every choice follows from the strategy underneath.
Layer 3 of 3
Roll-out
What your team uses every day: your website, your presentations, your quotes, your social channels and your adverts. With templates and rules, so the brand holds up without you having to be there.
Brand identity
Brand identity: more than a logo.
- Positioning
- Story
- Logo
- Colour
- Typeface
- Visual language
- Website
- Presentation
- Content
- AI imagery
- Customer experience
Just a logo3 links in the chain. It looks good, and nothing else changes.
A brand systemAll 11, in this order. Each link follows from the one before.
Components
What branding covers: seven parts.
How we work
From brand research to brand governance.
- 1
Research
We look at where your brand stands now: conversations with you and your team, what customers say, what competitors are doing and how you look on every channel.
- 2
Define
Who you're there for, what you promise and how you differ. That's the positioning.
- 3
Express
We create the language, the story, the logo and the visuals to match.
- 4
Build the system
From separate parts to a whole, with rules, templates and examples.
- 5
Apply
The brand goes into your website, your content, your sales and your digital products.
- 6
Launch
We help you get it right everywhere at once, and explain it to your team.
- 7
Maintain
You get rules and templates, and we take a look whenever something new is added.
Scroll sideways for more.
Brand book
Brand book: your brand set down in one document.
1 · Who we are
A warm home, without the hassle.
Voltana installs and services heating in people's homes. We turn up at the agreed time and explain what we're doing.
2 · Who it's forHomeowners in the area who don't want to have to know about boilers.
3 · How we sound
“We'll be there on Thursday at nine.”“Your appointment will be scheduled at the earliest opportunity.”
4 · How we look
Aa
- Short enough to read.A new colleague gets through it in ten minutes.
- With examples.Every rule shows how it should and shouldn't sound.
- Usable by others.Your printer, your web developer and your copywriter work from it.
Deliverables
Deliverables: fifteen items.
- 01Positioning document
- 02Key messages
- 03Brand story
- 04Logo set
- 05Colour palette
- 06Type system
- 07Image guidelines
- 08Brand book
- 09Social media templates
- 10Sales presentation
- 11Direction for your website
- 12AI image style
- 13Email signature
- 14Document templates
- 15Library with all the files
You can also have just the strategy done, or just the roll-out of a brand you already have.
Brand governance
Brand governance: agreements that keep your brand consistent.
Which files count
One folder with the official versions. Only what's in that folder is the official version.
Making variants
How a branch or a team creates its own material without breaking the brand.
Checking AI imagery
Which style is allowed, what isn't, and who checks an image before it goes out.
New templates
How a new template is approved before everyone starts using it.
Where to find it
Every colleague knows where the files are. The new ones too.
What we need
Here's what we need from you.
- An hour with you and, if possible, one colleague
- What customers say about you: reviews, emails, messages
- What you send out now: your website, a quote, a leaflet
Frequently asked questions
Frequently asked questions.
What's the difference between branding and a logo?
A logo is one part. Branding is the whole thing: what you say, how you say it and how it looks.
Do I have to change everything?
No. Often part of it is already good. We keep what works and bring the rest into line.
I have several businesses. One brand or separate brands?
That depends on whether your customers overlap. We set both options side by side for you, with the pros and cons.
Do you write the copy afterwards as well?
Yes. That comes under Content & creative.
We have several brands or products. How do you handle that?
There are five ways: one brand for everything, separate brands, brands of their own with the parent named underneath, sub-brands alongside the main brand, or product families. Which one fits depends on whether your brands are allowed to touch.
What does AI do in branding?
AI speeds up the exploring: names, variations on a message, testing a tone, working out an image style. Choosing the direction is down to you, together with us.
Related services
Related services.
→Get started
Can you say what you do in one sentence? If not, that's where we start.
Would you rather talk it through? Call +31 6 12 08 49 38. We respond within the hour.