Communication Agency Brussels - Your Partner in Design and Brand

How to guarantee consistency in your communication? 

Before to answer, it is important to understand why for an organisation is an asset to ensure consistency in its visual communication.

From the creativity point of view, this requirement may seem counterintuitive. Indeed, it seems justify to propose a panoply of creative visuals, and that demonstrate your dynamism and modernity. Besides, within an organisation, the feeling of lassitude can emerge from the regular usage of the same visuals.

However, at the opposite, it is essential to consider that your audience is never exposed in your visual identity like you are.
More than this, numerous studies show that your targeted audience must be confronted, at least, six times with the same visuals, before your message to be finally memorised.

Considering this, it makes sense that the consistent application of the same visuals reinforces the performance of your communication.
The question who arises is: “How to ensure the consistency of your communication?”

First, you need to define your essential messages carefully. Secondly, you must translate them into visuals. And then, you can consistently repeat the visuals on different communication channels in order to multiply your presence and the number of crossing with your audience.

To help you ensure the consistency on multiple channels, a very practical tool exists: the Brand Guide.

Essentially, a Brand Guide is a document that establishes specific guidelines on how the main aspects of an organisation brand to be handled. It sets rules for creating a unified and identifiable presence for your brand. A Brand Guide defines, describes, and presents samples of what your organisation and its main messages look like in various visual media and on the different communication channels.

The Brand Guide helps the staff to communicate the messages of their organisation adequately. It outlines the vision and mission. The Brand Guide fixes usual questions like: Who are you as an organisation? What are your main messages? What visuals are associated? How should the logo be used? What is the correct use of the organisation names?

Too few communication teams take the time to create a Brand Guide. In the absence, inconsistent content may be applied.

Interested in developing a Brand Guide for your organisation?

Located in Brussels, Page in extremis is a strategic communication agency.

Our multidisciplinary team can help you define the essential elements of a great Brand Strategy aligned with your organisation development objectives.

Page in extremis builds brands and strengthens the reputation of leading organisations, European associations and corporations.

For more information: http://www.inextremis.be and http://www.inextremisbranding.be

How to avoid the conformity trap in Branding?

Branding is sometimes considered as an exercise of differentiation.
Of course, we know that branding is much more. The path of the brand recognition passes through the differentiation and, even more through uniqueness!

Today, unfortunately, we seen a lot of organisations who endeavour to display their band as unique, but, in fact, falling into the sea of sameness.  
The vast majority of organisations find themselves using values and visual expressions similar to other in their sector.
At the same time, focusing on the organisation’s uniqueness raises a great risk: the production of unrealistic and narcissistic perceptions within the organisation.

To avoid being caught between two stools, it is always important to remember that it is not what the organisation says it is doing, but it is what the organisation truly does, that generates that desired differentiation and uniqueness.

Aside answering questions like: “who are we as an organisation?” and “what we are standing for”, it is central to ask “what are the characteristics of our relationship with all our stakeholders?” and “what our stakeholders do expect from our organisation?”.

The challenge in avoiding the conformity trap is keeping an eye on the dynamic relation between the brand essence and the brand relationships.
A brand best protection against conformity is to develop nurturing a great interaction with its environment.

Based in Brussels, the communication agency Page in extremis can help you define the essence of your brand and formulate its differences in a very positive relationship with its environment and all its stakeholders.

Page in extremis has over 21 years experience in guiding organisations on the road to defining and articulating their uniqueness. The multidisciplinary communication agency team translates your organisation core idea into brilliant and adequate visual systems.

Page in extremis builds brands and strengthens the reputation of leading Organisations, European Associations and Corporations.

For more information: www.inextremis.be and www.inextremisbranding.be

How organisations can create strong brand engagement?

It is a big mistake to think that only the corporate brands or product brands can develop an emotional connection with their public.

People can also grow an emotional attachment to the organisation brands. This is proved, for instance, by the large sympathy offered by a certain public to organisations like WWF.

When this connection occurs, it becomes in a real asset to the brand. In time could transform into a true feeling of loyalty between the person and the brand.
And with loyalty comes the necessary confidence which brings people’s attention when an organisation communicates.

The process of creating such powerful connection is called “Brand Engagement”.

Brand engagement is partly created by organisations and partly created by the perceptions of the audience with whom these organisations are communicating.

This requires an ongoing effort for the organisation to ensure that its staff understands perfectly what the brand is promising to its external audience.
All employees must be conscious that their actions and behaviors, on a day-to-day basis, could support or undermine this effort.

Every day, your team makes choices. They get up and choose to come to work. At work, they choose to connect or not. To engage or not…

A succesful brand management system envisages transforming a maximum of your staff into real brand ambassadors.
This is possible, only if you privilege a brand management approach based on listening, dialogue, and search of consensus.

Here are the best practices:
- Start with understanding the audiences
- Define which message is appropriate for each specific audience
- Favorise a feedback mechanism which offers a real dialogue
- Measure effectiveness and efficiency
- Encourage participation and collaboration.

Based in Brussels, the communication agency Page in extremis can help you set up a Brand Management System that will allow your communication team to maintain a high level of brand engagement within all your staff.

Page in extremis has over 21 years experience in guiding organisations on the road to define and articulate their uniqueness. The multidisciplinary communication agency team translates your organisation core idea into brilliant and adequate visual systems.

Page in extremis builds brands and strengthens the reputation of leading Organisations, European Associations and Corporations.

Source: http://www.inextremisbranding.be

The “Migratory Species Champion Programme” is a campaign lead by the CMS Secretariat under the aegis of the United Nations Environment Programme

The CMS Secretariat has its headquarters in Bonn, Germany and among other things is responsible for the production and dissemination of information products to promote the work of the Convention on the Conservation of Migratory Species of Wild Animals.

As an environmental treaty under the aegis of the United Nations Environment Programme, CMS provides a global platform for the conservation of migratory animals and their habitats. CMS brings together the States through which migratory animals pass, the Range States, and lays the legal foundation for internationally coordinated conservation measures throughout a migratory range.

As the only global convention specialising in the conservation of migratory species, their habitats and migration routes, CMS complements and co-operates with a number of other international organisations, NGOs and partners in the media as well as in the corporate sector.

The visual identity of the campaign is signed by the communication agency Page in extremis.

Page in extremis is specialised in corporate and institutional communication. The communication agency creates and refreshes corporate and institutional brands and develops digital and classic media.

The communication agency has defined a very accurate process including a monitoring and quality check particularly suited to provide maximum comfort to its clients and the best results.

More information: http://www.inextremis.be

A brand ambassador is someone who embodies the brand he or she is endorsing. Brand ambassadors provide trustworthy visibility to a brand.

Here is a short list of benefits of having brand ambassadors for your organisation:

- Brand ambassadors humanize your brand;
- Brand ambassadors help increase your social reach: brand ambassadors have already solid online reputations and a strong professional network of people in their industry;
- Brand ambassadors help protect your online reputation: they build a positive image of your brand through positive comments when necessary;
- Brand ambassadors provide positive word-of-mouth;
- They help increase traffic to your website;
- They help increase awareness of your brand.

A succesfull rebranding should envisage to transform a maximum of your stakeholders into real brand ambassadors. That is why if you envisage such an exercice it is always important to privilege an approach based on listening, dialogue and the research of consensus.

Developing a new brand requires diplomacy. Based in Brussels, the communication agency, Page in extremis, has over 21 years experience in guiding organisations on the road to defining and articulating their uniqueness.

The multidisciplinary communication agency team can help you define and translate the core-idea of your organisation into brilliant visual systems.

The Communication agency builds brands and strengthens the reputation of leading corporations, institutions and associations.

Source: http://www.inextremisbranding.be
Photo copyright: Jonathan Vahsen