I often get this question from clients and prospective clients. And yes, fisheye does “do branding” work. We’ve been privileged to create new brands like Chatr for Rogers and rebrands for clients like ABC Life Literacy Canada.
However, I don’t believe that “Branding” should be thought of as a separate service offering. Just as Everything is Marketing, so does every customer experience ladder up to create your brand. The physical expression of that brand is important, but it cannot be considered in isolation to everything else the organization is doing.
Too often we meet clients who think a rebranding will be the panacea to all their problems. Alas, it is no quick fix. Great brands are the sum of the consumer experience. If your Customer Service rep has a bad day and responds poorly to that consumer’s complaint, you have just negated all of that time, money and effort you put into not only your rebranding exercise but also all of that marketing spend. Handle it well and that customer shares brand love with their increasingly powerful network.
Branding should be the cherry on top of that brand experience sundae. So yes, we “Do Branding”, but as part of that exercise we recommend looking at every consumer touchpoint. That’s how true brands are created.
