Your brand strategy

So, you’ve refreshed the logo and made a couple of subtle tweaks to your colour scheme and typeface to bring them up to date – you’ve even put a clear set of brand guidelines together; you’re confident that you now have an eye-catching, authentic-feeling visual toolkit which aligns perfectly with your brand as a whole! Job done?

…I’m afraid not.

This is only one part of the puzzle — you now need to think about how, and where, you can use your fresh new style to achieve your goals as a business. To do this, you need a thorough understanding of your target audience and how you want to be perceived by them: Who are they? How old are they? What do they do? How do they spend their time?

Once you have this information you need to create a coordinated strategy using your whole brand identity, including your narrative, positioning, and tone of voice across multiple platforms, as well as describing how you will showcase your company’s unique strengths and set yourself apart from the rest.

The aim is to optimise how often and how successfully you can make your case as being superior to your competitors in the eyes of your target audience. This involves putting together a detailed plan of exactly how, where and when to compete in the market to achieve maximum returns.

By now I suspect you’re asking: “I’ve got a whole business to run outside of managing my brand, how on earth am I supposed to find the time to do all this?”; and the answer is that most companies with successful, up-to-date brands have help.

Here at Williams & Crosby we have over 35 years of experience specialising in Design, Brand Identity and Strategic Marketing, so if you’re feeling like your brand could do with a touch-up, send us an email to [email protected] or give us a call on 01625 666900, we will be more than happy to put the kettle on and talk through your requirements.

We develop and implement big ideas


We have over 30 years of design experience and were early adopters of the web, so we know how to grab the attention of the viewer - whatever the target audience.

Strategic Marketing

At Williams&Crosby we believe that marketing is about delivering a sustainable competitive advantage for our clients.

Exhibitions & Events

If you are looking for an exhibition stand that will give you stand out and attract more we can provide a solution to meet your budget.


Creativity and solution creation should never be about making pretty marks, it’s about the intelligence behind the marks. This is what distinguishes good from outstanding.