BRAND DEVELOPMENT AND CORPORATE IDENTITY

Brand Development And Corporate Identity



Brand Development And Corporate Identity

Successful brands are built on consistency and a keen understanding of how to effectively communicate and manage their unique identity (internally and externally) and deliver differentiated benefits and value. To develop a Brand Framework, we work with they, Lloyds TSB Retail staff and its customers to arrive at Lloyds TSB Retail:

Brand position: In a nutshell, what they offer.

Brand promise: What people can count on they for.

Brand proof: Why people should trust they to deliver what they promise.

Brand messages: Key ideas to communicate, broken down for each important audience they reach.

Brand voice: The personality to express throughout Lloyds TSB Retail communication.

Brand appearance: The colors, symbols and images that represent Lloyds TSB Retail.

If Lloyds TSB Retail doesn't define who they are, someone else will. Point of Vision's Brand Framework creates a lasting guide for meaningful communication that's in line with Lloyds TSB Retail brand. As technology and mass media have continued to develop at exponential rates, the role of the media in business increases as well. The media has a large effect on the formation of corporate identity by reinforcing a company's image and reputation. Global television networks and the rise of business news have caused the public representation of organizations to critically influence the construction and deconstruction of certain organizational identities more than ever before. Many companies proactively choose to create media attention and use it as a tool for identity construction and strengthening, and also to reinvent their images under the pressure of new technology. The media also has the power to produce and diffuse meanings a corporation holds, therefore giving stakeholders a negotiation of the organizational identity Images and identity do not always have to be planned and built by an organization, they also can be attributed to an organization by others' interpretations.

Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy. Often referred to as organizational identity, corporate identity helps organizations to answer questions like who are we? and where are we going? Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.



Corporate Identity Development

Lloyds TSB Retail corporate identity consists of Lloyds TSB Retail logo and everything it appears on, from letterhead and business cards to shirts and vehicles. Point of Vision brings brand strategy to Lloyds TSB Retail identity package. The right corporate identity distinguishes Lloyds TSB Retail from their competition. It is meaningful and unique, memorable and recognizable. And, in time, it can become a symbol of all that Lloyds TSB Retail brand stands for. Unfortunately, many organizations choose their identity without giving thought to their brand. They simply find a color, logo or design that they like and adopt it as their look. Point of Vision brings Lloyds TSB Retail brand back into ...