Communication Agency Brussels - Your Partner in Design and Brand

The added value of an adequate brand architecture

You might be assuming that your brand is too small-case to benefit from brand architecture. But brand architecture is not just for global corporations:  the idea behind brand architecture is to make your strategy clearer.

Any brands can see measurable improvements in performance by organising and hierarchising their visual expression. Despite your organisation’s size, an effective brand architecture enables you to segment your messages so that each of your target audiences hears what is specific for them.

When brands and sub-brands are architected in an intelligent, intuitive way, your communication efforts become efficient. Clearly articulating the names of your sub-brands and the messages they have increases the efficacy of your brand positioning.

A brand with clear brand architecture is a brand that is thinking about future growth. By building an intuitive brand architecture, you set the stage for an extension. Your brand becomes a modular entity fit for the addition of new sub-brands.  

There are various ways to architect a brand. Each architecture type offers a different approach to leverage (or not) the parent name.
With APPLiA, Home Appliance Europe, we have a strong master brand that leverages its strength with national associations that feature the master brand name modified by a national description.

APPLiA is a Brussels-based trade association that provides a single, consensual voice for the home appliance industry in Europe.
It promotes the industry’s general mission to increase product innovation while reducing the environmental impact of appliances.
The APPLiA brand architecture capitalises on deep audience loyalty—its target audiences care about the brand promise they know and love.

The APPLiA brand is the result of a rebranding process made within an intimate creative dialogue framework involving the APPLIA’s team and the communication agency Page in extremis.

For APPLiA’s Director-General, Paolo Falcioni, the brand image is a logical consequence of an analysis of what the organisation is and how “an innovative, sustainable and forward-looking industry deserves to be represented”.

Since its founding 25 years ago, the agency’s branding process is built on this premise: both the organisation strategy and brand strategy must grow together toward a common goal.

An effective brand strategy presents a central unifying idea around which all behaviour, actions, and communications are aligned. If an organisation wants to be perceived in a certain way, everything must support that desired identity.
When an active brand strategy is created and then implemented clearly and consistently, your brand becomes a real long-term asset for your organisation.

A strong brand enables you to express your core values effectively to your targeted audiences.

Page in extremis helps you clarify and define a brand strategy that explains your organisation’s very existence. The Belgian communication agency helps your organisation to convey the appropriate message consistently in all of its communication.

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

GIAL set up many years ago by the City of Brussels has just been renamed into i-CITY.

This is to highlight the fact that the association is no longer oriented “local administrations” as its origin but “City of Brussels”, a City (City) in its IT dimension (“i-”) with a high (high) level in its responses to the needs of citizens and users of the City, its administration and its elected officials.

The relationship between the association and the City is highlighted in the new logo that combines BXL and i-CITY, in the new slogan Brussels digital & citizen friendly, in his photographic style with the use of images of the City of Brussels in its material and, in its website (which uses as a sub-domain address Brucity, i-city.brucity.be).

The management contract signed in 2016 between the city and the association (the first between the city and one of its non-profit organisations) defined missions for the association. It is these missions that i-CITY must fulfil at best within mind the deadlines imposed by the BXL2021 project and the development of the new Brucity administrative centre.

i-CITY is getting ready to imagine the solutions and services of tomorrow for a digital Brussels, to allow all citizens simple, reliable and competitive access to the digital services of the City, and to sustain the City of Brussels in the realisation of its projects from conceptualisation to the implementation.

i-CITY has entrusted the branding agency, Page in extremis with the mission to guide the Brussels association in their rebranding process and the implementation of their new visual identity.

Page in extremis has over 25 years of 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 global corporations.

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.

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

Liquid Gas Europe benefits of a new, instantly recognisable logo in a digital environment.

The European LPG Association has renamed itself as Liquid Gas Europe. The change of name, logo and visual identity was announced in Brussels in September at a cocktail party that gathered its members and several representatives of the industry.

The transformation of the association previously called AEGPL into Liquid Gas Europe is a model of a comprehensive rebranding in this new era of digital communication.

Liquid Gas Europe, the European LPG Association, is composed of national LPG associations; the main European LPG distributors, and equipment manufacturers.  With the support of its working groups of industry experts, Liquid Gas Europe is actively involved in concrete initiatives and programs to ensure the sustainable, safe and efficient development of LPG in Europe.

The re-branding coincides with the 50th Anniversary of the Association, created in 1968. The new logo - colourful and dynamic – make the Association easily distinguishable and reflect the industry’s ability to re-invent itself and be a contributing member in the energy sector.

The playful interaction initiated by the specific use of colours and the geometrical patterns make the new logo immediately recognisable in a digital environment.

The rebranding of the association has embraced every digital aspect of its communication activities:
- The Liquid Gas Europe’s website has been redesigned,
- Video capsules for youtube have been developed,
- The social media accounts have been relooked,  
- Email signature, Powerpoint presentations, and a campaign website were also a part of the rebranding implementation.

The strategic digital approach was defined collaboratively during the initial workshops of the whole branding process.

All the implementation steps were driven by a Branding Committee composed of the Liquid Gas Europe’s management and representatives of its members acting in close collaboration with the communication agency, Page in extremis.

Based in Brussels, the communication agency 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 builds brands and strengthens the reputation of leading organisations, European associations and corporations.

Interested in partnering with Page in extremis?

For more information:
https://www.youtube.com/watch?v=4Blq2UUOJ4I&feature=youtu.be
http://www.inextremis.be

Ciett is becoming the World Employment Confederation

The trade organisation representing the employment industry has been rebranded as The World Employment Confederation.

A move that reflects the industry’s extended territory (the world of employment) and the broadening of its membership base.

While Ciett was established in 1967 to represent temporary agency work, the World Employment Confederation is the trade body representing the employment industry at global level.

The World Employment Confederation is representing labour market enablers in 50 countries and 7 of the largest international workforce solutions companies.

The World Employment Confederation brings unique access to and engagement with international policymakers (ILO, OECD, World Bank, IMF, IOM, EU) and stakeholders (trade unions, the academic world, think tanks, NGOs).  

Page in extremis congratulates the organisation for its complete rebranding.

The Belgian communication agency is proud to have participated to this significant change across the visual development of several communication touch points of the global organisation.

Page in extremis turns brands into valuable assets and ensures the alignment with their strategic objectives.

The communication agency proposes four integrated communication services:


1) The definition of a “brand strategy” aligned with the development strategy of your organisation.

2) The refreshment of your visual identity supported by easy to use guidelines developed in a clear and concise Brand guide.

3) The improvement of your “Communication Programme” by incorporating integrated communication campaigns, memorable events, great publications and innovative digital solutions.

4) The creative development and production of innovative printed and digital communication projects.

Interested in partnering with Page in extremis?

Based in Brussels, the communication agency makes associations brands conversational, helps organisations engage with their stakeholders and convey their messages.

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

How to maintain consistency in your visual communication?

Consistency creates visibility and recognition. When you have defined your visual identity, it is essential to apply it consistently to all the touch point between your Brand and your various stakeholders.
Some hints can help you succeed in this task —For better performance, consider them as a whole method.

Succinctly, here are described the seven steps process for maintaining better consistency for your Brand:

Step 1: Alignment
Coherence in your visual identity is easier to manage when you have an internal and external alignment. Internally, your visual identity needs to be founded on your Brand values and your behaviours.
Externally, the alignment with your core idea, your positioning and the experience of your stakeholders must be exposed.

Step 2: Set guidelines
When a strong brand is aligned, a guiding set of rules is easier to define. The rules should not necessarily be unvarying: in our current world, they can be flexible or, even better, dynamic. However, the most significant concern is that the rules should be well determined and applied rigorously. You need to develop and share a central document that gathers all rules to use. This handbook is called a Brand guide.

Step 3: Name a Brand Guardian
A Brand guide is not sufficient. You need someone in your organisation that checks the consistency of every branded touch points before to diffuse them. This person is called a Brand Guardian.  Often, a member of the Communication Department plays this crucial role.

Step 4: Training
Ideally, the Brand Guardian must be helped in his task by the staff of your organisation. To arrive at this level of engagement, you need to communicate the fundamental of your Brand to every colleague. Then you need to explain your Brand rules and train them on how to use it. Therefore, you can use them all as Brand Ambassadors.

Step 5: Communicate
Communication is central to the process. You need to communicate the most significant pillars of your Brand to your main external stakeholders. This will help your partners to understand better the way you would like to be seen by them. Besides, why not, they can also become your Brand Ambassadors?

Step 6: Repeat
Don’t be afraid to replicate your main messages, images and visuals. Studies show that a person needs to be faced with a Brand at least six times before being able to memorise it. Internally, this could appear unpleasant but you can avoid the motionless feeling by developing flexibility in your visual expression.

Step 7: Refresh
Nowadays, the world is moving faster than ever. New technologies bring new ways to think and express your Brand. You need to update your visual identity on a regular basis. If you update the general look and feel of your brand at least each year, your Brand will not appear old fashioned and you will never be obliged to make radical modifications. We do not speak about your logo and the main pillars of your communication but the general visual environment of your brand.
Think about it: the institutional brand of the Grand Father does not connect anymore with anyone, except for the supporters of a bygone era.

Page in extremis turns brands into valuable assets and ensures the alignment with their strategic objectives.

The communication agency proposes four integrated communication services:


1) The definition of a “brand strategy” aligned with the development strategy of your organisation.

2) The creation or refreshment of your visual identity aligned with a new brand strategy and supported by easy to use guidelines developed in a clear and concise Brand guide.

3) The improvement of your “Communication Programme” by incorporating integrated communication campaigns, unforgettable events, excellent publications and innovative digital solutions.

4) The creative development and production of innovative printed and digital communication projects.

Interested in partnering with Page in extremis?

Based in Brussels, the communication agency makes associations brands conversational, helps organisations manage their communities, engage with their stakeholders and convey their messages.

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