A Brand Audit is essential with a change in business strategy, product offerings and/or brand position. The results of which may suggest a redesign of brand touch-points including corporate identity, website and communications collateral.
After working with Delta Photonics to conduct a brand audit and to co-author a BrandEssentials™ Creative Brief, we recommended as part of the brand strategy that Delta Photonics update their visual identity to reflect their brand position and values to better reach prospective customers. We began by redesigning their logo and establishing guidelines for colour usage and typography. This was followed by stationery, a product catalogue or line-list, and a new trade-show booth to be used for both academic and commercial applications.
Last but not least, a new eCommerce capable website was developed and Rik continues to work with Delta Photonics part-time as their Marketing Manager responsible for creating a marketing plan to support both ongoing Canadian operations and the launch of Delta Photonics brands into the Western US. Including geotargeted online sales, Google AdWords campaigns, targeted email marketing, development of joint collateral with supplier partners, social media marketing and other activities designed to generate leads in support of the sales team.
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