Brand Vision Marketing was brought on board to help GlobalTax modernize the brand and create a new brand identity that would resonate with the target audience.
Brand Vision Marketing was brought on board to help GlobalTax modernize their brand and create a new brand identity that would resonate with the target audience.
Summary
GlobalTax is a tax preparation and consulting firm that had been in business for over 20 years. However, their brand had become outdated and was in need of a modern revamp to better reflect the professional and approachable nature of the company. Brand Vision Marketing was engaged by GlobalTax to modernize their brand, making it more professional and approachable. Through market research, competitor analysis and understanding the target audience, Brand Vision Marketing developed a new brand positioning, messaging, identity and brand launch plan that helped to position GlobalTax as a modern and professional tax preparation service. The new visual identity, color palette, and typography were all chosen to appeal to the target audience, primarily small business owners and individuals, and the younger generation of entrepreneurs. The result was a significant increase in brand awareness and customer acquisition, and the company was able to establish a clear and distinct positioning in the market.
The Steps:
The branding process for GlobalTax, executed by Brand Vision Marketing, was as follows:
- Market research and competitor analysis: The first step in the branding process for GlobalTax was to conduct market research and competitor analysis. This helped Brand Vision Marketing to gain insights into the tax preparation industry, understand the current market landscape and identify opportunities for the brand to differentiate itself. The research involved studying the target audience, their needs, and pain points, as well as analyzing the competitors in the industry, their strengths, and weaknesses. This helped the agency to understand the gap in the market and identify areas where GlobalTax could excel.
- Brand positioning: Based on the research, the brand positioning was developed to focus on the company's expertise and reliability. This helped to establish a clear and distinct positioning for the brand in the market. The positioning statement communicated the unique value proposition of the company, and how it could meet the target audience's needs better than competitors. This helped to set the foundation for the brand's messaging and identity.
- Brand messaging: The key messaging was also created to communicate the brand positioning, highlighting the company's experience and commitment to providing personalized service to each client. The messaging was crafted to resonate with the target audience and create a consistent and compelling narrative for the brand. This helped to create a clear and concise messaging that could be used across all touchpoints, from the website to social media and print materials.
- Brand identity: The next step was to create a new brand identity that would reflect the modernized positioning and messaging. This included redesigning the logo, updating the color palette, and creating new visual elements for the brand. The new identity was designed to be consistent with the brand's messaging and positioning, and to resonate with the target audience. The new visual elements were chosen to be modern, professional, and adaptable across various touchpoints.
- Brand guidelines: A set of brand guidelines was created to ensure consistency in the use of the brand across all touchpoints. These guidelines were designed to help ensure that the brand was used consistently and effectively across all communications, and included guidelines for the use of the logo, color palette, typography, and imagery. This helped to maintain the integrity of the brand over time and ensure that the messaging and positioning were communicated consistently.
- Brand launch plan: A comprehensive brand launch plan was developed to communicate the new branding to the target audience. This included a marketing campaign that utilized social media, email, and print advertising. The plan was designed to reach the target audience and generate interest in the company's services, and help to increase brand awareness and drive customer acquisition. The launch plan was an essential part of the branding process, and helped to effectively communicate the new branding to the target audience.
Brand Identity:
One of the key elements of the branding process for GlobalTax was the creation of a new color palette and typography that would appeal to the target audience, which was primarily small business owners and individuals, and younger generation of entrepreneurs. To achieve this, Brand Vision Marketing conducted extensive research to understand the preferences and trends of the target audience. We looked into the color psychology and how it can evoke certain emotions and feelings, and also looked into what types of color palettes and typography were currently popular among similar brands.
Based on this research, a more neutral and universal color palette was chosen, as it was determined that this would appeal to the target audience, and evoke a sense of reliability and professionalism. The color palette was also designed to be versatile and adaptable, so that it could be used effectively across a variety of touchpoints.
The typography was also chosen with the target audience in mind. A clean and modern sans-serif font was selected, as it was determined that this would appeal to the younger generation and create a sense of approachability and professionalism. The typography was also designed to be easy to read and legible, ensuring that it would be effective across all touchpoints.
Logo Design:
Before the branding campaign, GlobalTax's logo had some design elements that were outdated and did not effectively communicate the company's positioning of expertise and reliability. The old logo was cluttered, with too many elements and a confusing design. It did not effectively communicate the company's brand identity and failed to resonate with the target audience.
The new logo, developed as part of the branding campaign, is more modern, universal, and adaptable. It features a clean and simple design that effectively communicates the company's positioning of expertise and reliability. The new logo is more professional and reflects the company's commitment to providing personalized service to each client.
The new logo is also more friendly, which helps to communicate the company's approachability and the young entrepreneur target audience. The new logo is easy to recognize and remember, which helps to increase brand awareness and customer acquisition. The logo is also adaptable across various touchpoints, from the website to social media and print materials, it helps to maintain a consistent image for the brand.
Overall, the new logo is a significant improvement over the old one, effectively communicating the company's positioning and resonating with the target audience. The new logo is more universal, friendly, adaptable, and professional, helping to establish trust and credibility with the target audience and position the company for continued growth and success.
Brand Visuals:
As part of the branding package for GlobalTax, Brand Vision Marketing also created brand textures and website elements that would be used on all of their online platforms. These textures and elements were designed to create a harmonious and consistent visual experience across all of the company's online platforms, including their website, social media, and email communications.
The textures were designed to be modern, professional, and adaptable, and were chosen to reflect the company's positioning of expertise and reliability. They were also designed to be in line with the target audience's preferences and trends. The textures were used to create a cohesive visual experience across all the platforms, which helped to increase brand awareness and drive customer acquisition.
The website elements were also designed to be modern, professional, and adaptable, and were chosen to reflect the company's positioning of expertise and reliability. They were also designed to be in line with the target audience's preferences and trends. The website elements were used to create a cohesive visual experience across all the platforms, which helped to increase brand awareness and drive customer acquisition.
Guidelines:
As part of the branding process, Brand Vision Marketing created a set of brand guidelines to ensure consistency in the use of the brand across all touchpoints. These guidelines included specific guidelines for how the brand should be used on the company's social media accounts.
The social media guidelines were created to ensure that the brand's messaging and positioning were communicated consistently across all social media platforms. This included guidelines for the use of the logo, color palette, typography, and imagery, as well as guidelines for tone of voice and messaging. The guidelines also specified the types of content that should be posted, and how often, to ensure that the brand's messaging and positioning were reinforced consistently.
In addition, the guidelines also included best practices for engagement with followers and addressing any customer complaints, to ensure that the company's approachability and personalized service commitment are reflected in their social media presence.
Also, specific guidelines were established for the usage of the logo. These guidelines included the proper use of the logo, such as the minimum size it should be used, the required space around the logo, and the approved color versions of the logo. The guidelines also specified that the logo should not be altered or modified in any way, and should only be used in the approved versions provided by the agency. This helped to ensure that the logo was used consistently and effectively across all touchpoints, and maintain the integrity of the brand.
The brand guidelines also included specific guidelines for the design of business cards. These guidelines specified the color palette, typography, and imagery to be used, as well as the placement and size of the logo. The guidelines also specified the information that should be included on the business card, such as the company's contact information and website address, to ensure consistency across all business cards.
The brand guidelines were an important tool in helping to maintain the integrity of the brand over time, and ensuring that the messaging and positioning were communicated consistently across all touchpoints, including the logo usage and business card designs. This helped to increase brand awareness, drive customer acquisition, and position the company for continued growth and success.
The Impact:
The branding campaign executed by Brand Vision Marketing had a significant impact on GlobalTax's overall performance. By modernizing the brand and creating a more professional and approachable image, the company was able to establish a clear and distinct positioning in the market. This helped to attract new customers and increase brand awareness among the target audience.
The updated visual identity, including the logo, color palette, and typography, helped to create a consistent and professional image for the brand across all touchpoints. This not only helped to establish trust and credibility with the target audience, but also helped to set the company apart from its competitors. The new visual elements were in line with the target audience's preferences and trends and helped to communicate the company's positioning of expertise and reliability effectively.
The brand guidelines, which were developed as part of the branding process, also played a crucial role in maintaining the integrity of the brand over time. They ensured consistency in the use of the brand across all communications, which helped to create a cohesive image for the brand and reinforced the messaging and positioning.
The brand launch plan helped to effectively communicate the new branding to the target audience, which helped to increase brand awareness and drive customer acquisition. The comprehensive marketing campaign, which included social media, email, and print advertising, helped to reach the target audience and generate interest in the company's services.
Overall, the branding campaign had a positive impact on GlobalTax's business, helping the company to establish a clear and distinct positioning in the market, increase brand awareness, and drive customer acquisition. The modernized brand image, consistent visual identity and effective communication helped the company to position itself for continued growth and success.
Website Design and Development:
Brand Vision Marketing also designed and developed the company's website. The website was designed and developed to reflect the company's new branding and positioning, and to create a user-friendly and professional experience for the target audience. The case study for the web design and development for this client is coming soon.
