Innovative Brand Strategy Development for Business Growth

When it comes to building a brand that stands tall and proud in a crowded marketplace, consistency is king. But how do you ensure your brand speaks with one clear, confident voice? The answer lies in mastering brand identity standards . These standards are the backbone of every successful brand, guiding how your business looks, feels, and communicates across every touchpoint. Let me take you on a journey through the essentials of crafting and implementing brand identity stand

The Piano In the 19th century, piano makers sold ornate wooden boxes with keys. They sold wires and hammers. They sold craftsmanship. Steinway did not. Steinway sold access to the artist within. The technology, the box, the keys, were the same. But the promise was different. One sold an instrument. The other sold immortality. The Two Paths 1. The Technology Company with a Brand This is most companies. You build a platform. An app. A tool. You talk about features. You talk abo

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The Roman Trap, Foundation or Fortress? Think about the Romans. They built the greatest roads in the world. Those roads let them conquer that world. For centuries, they maintained the roads. The roads were their strength. The roads were  Rome. Then the world changed. The future was not on land. It was on the sea. The future required ships. Rome kept its loyalty to the roads. They knew roads. They trusted roads. Their identity was tied to the roads. That loyalty was a trap. It

Every company has a story it tells the world, and another story it lives quietly behind the scenes. The paradox lies in the space between the two. This question, “What are we the best in the world at, that our customers don’t even know we do?”  forces leaders to look beneath the surface of their own success. Because often, your greatest advantage isn’t what’s visible. It’s what’s invisible, the systems, mindsets, or methods that make visible success possible. When you ask thi

It’s a confronting question. But the most valuable ones usually are. If the thing that keeps your lights on, your “cash cow”, vanished overnight, would your organisation still have a reason to exist? Would your people still come to work with a sense of purpose? Would your brand still stand for something that matters? This is the tension between product  and purpose . Between what you sell and why you exist. Think about Google . If regulators banned all advertising tomorrow, S

LivFresh is a farm-to-table urban solution that enables access to fresh, nutritious, pesticide free produce directly at consumption points (restaurants, homes or retail) without the hassle of management, monitoring, or maintenance. www.livfreshfarms.com

China Trading Desk is the most transparent & comprehensive way to advertise in China. Within a complex media and advertising eco-system in China, and yet one of the worlds largest advertising region with a media spend growing at 14% a year, China Trading Desk aimed to be a specialised player to mobilise the power of digital marketing in China’s unique, business media and consumer culture. Identity Counsel aimed to build a compelling position for the brand to differentiate i

Brand Challenge Krisfinsoft , serves the needs of the industry by being a catalyst for banks and fintech companies to come together in furthering the digital needs of the banking eco-system. The brand was keen to enhance its position within the eco-system besides articulate a clear brand position for it to leverage as it aimed to go beyond the shores of the Philippines, which was its core market, into other markets within the APAC region. Outcome The branding project by Iden

Strategic positioning and brand architecture for the corporate brand Food Empire , alongwith Russia’s leading 3-in-1 coffee brand MacCoffee and supporting brands of Kracks and Petrovskaya Sloboda. Markets Included Russia, Ukraine and the CIS Region. MacCoffee is the leader i n the 3-in-1 coffee segment in Russia and surrounding regions and is powered with a strong distributor thrust. The challenge was to understand the brands future intent, strength and key motivation it was

Pureed Moulded Food for people with swallowing difficulties The idea for GentleFoods began a few years ago with a poignant question- ‘What happens if one day a person cannot eat?’ This question was lingering in the mind of Founder, Yiru Shen . An ageing population in Singapore and the region, the rise of those with swallowing difficulties, along with limited food options in such cases, further heightened the issue. Researching, searching and perfecting an answer saw the rest

WE LEVERAGE FROM THIS IDEA OF ‘PROHIBITION’, ‘UNOFFICIAL’ AND ‘FORBIDDEN’ AND MAKE IT OUR STORY, OUR LEGACY. WE ARE THE BREWLEGGERS We Stand Against Convention We Encourage Provocative Conversations We Ignite Dormant Imagination We Share A Common Spirit of Freedom We Revere The Bold We Seek The Unknown

They had a vision, but it needed clearer articulation. They had a story, but it needed to be told right. They had a journey, but it needed a structured path. Fitness Factory, the first personal training gym in Singapore, was started in 2005 by world bodybuilding champions, Joan Liew & Augustine Lee. Fitness Factory turned to Identity Counsel Brand Consultants to help reinforce its unique market positioning. Our ambition was to push is further. While the competition was eithe

Colombo City Centre: Strategy and communication road map and creatives for Colombo’s foremost integrated living space. Colombo’s real estate landscape is beginning to see a significant change and noteworthy within this environment is Colombo City Centre, an integrated living experience that stages Colombo’s first mall, hotel and apartments in one place. The development is being created by a joint venture between Singapore based SilverNeedle Hospitality and Abans Group in Sri

UTU is a revolutionary new platform that brings multiple rewards points and loyalty into one single interface wherein one can earn and share points across brands and borders and manage points in real time. Identity Counsel was tasked in defining the brand promise and creating the brand identity. The product idea empowers consumers with a new way to use their points without limits, allowing for borderless, seamless and effortless use of points allowing one to maximize one’s p

Since 2000, Axis Engineering has been a relatively quiet player in the engineering of integrated system analysers for the oil and gas industry. The key challenge was to be stage itself from being a small player to one that could undertake large scale projects. It had presence in Japan, UAE and India under different company brands and it was keen to unify the brand architecture, drive synergies of offering and claim its rightful place in the minds of its customers. The tasks i

BanqIn, a a sub-brand of Bank-Genie, a software technology provider, is an instant all-in-one digital core banking platform do drive greater financial inclusion. In the micro-finance world some of the key barriers BanqIn addresses are: Manual processes are time consuming and prone to human error. Technology was perceived to be expensive. There was a basic inertia to transformation and micro-finance companies were not up to speed with the digital eco-system. There was a limit

Brand Challenge Established in 1992, WTP- The Furniture Company has earned itself a reputation of authenticity and ingenuity and evolved from, first being an antique store to now being a lifestyle store meeting the needs of both contemporary and classic furniture buyers. The brand sought to create a new sub-brand with its contemporary line of furniture and launch its first overseas store in Bangalore, India. The brand challenge was to enter the new market by creating a distin