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 Problem: Although TestMart had a dynamic and impressive site, the branding needed to be brought up-to-date with the technology. Diversity was asked to examine the company's branding and revitalize it. There were inconsistencies in the use of the existing symbol, as well as other branding problems. The name, symbol and slogan were all prominent, but in multiple versions and in inconsistent relationships to each other and to other identities on the site. Graphic standards, consistency in brand use and management, brand associations, brand relationships, and the future of the TestMart brand, in general, were all issues that needed to be addressed immediately. Solution: Diversity outlined two major objectives in a master brand strategy. For the first step, stabilizing the brand, Diversity agreed to provide brand options (name, slogan, symbol) and position each option in relation to TestMart's corporate identity. Secondly, Diversity created the corporate branding standards and style guide. The style guide defines and documents branding in all corporate communications including collateral, advertising, and signage. Result: Consistency of brand use and effective brand management produced brand loyalty and equity, providing additional value to the services offered by TestMart. |
