Brand Identity: More than a name; more than a logo

Some people think a brand is just the logo – but it’s much more… A brand suggests a personality, ethos and style, which can even convey the brand devotee’s personality to another person. To many, a brand can be a badge of honour and a sign of wealth, taste and class.

Whether a restaurant, hotel, spa, nightclub, music venue, wedding venue, conference facility, open air festival space, stately home, zoo, safari park, beach, historic building, airport or location… appropriate branding of any leisure facility is just as important as product branding.

One of the highest profile brands out there was created by an ambition, savvy young woman – who knew the value of a slick bit of marketing. Brand Beckham covers fashion, perfume, underwear, sportswear and more. There’s speculation that, following David’s retirement from football, the Beckham’s earnings and brand profile will climb higher still. This multi-million dollar brand all stemmed from Victoria Adams, when still an aspiring Spice Girl, quoted as saying that she wanted to be ‘as famous as Persil Automatic’.

It’s unusual for a person to ‘be’ a brand – although common for brands to align themselves with celebrities, personalities or even a ‘type’ of consumer. It can be hugely advantageous for new brands to work with or sponsor upcoming celebrities – in the hope that both will hit the big time.

The brand should always come first – with established rules of corporate identity, including colours and complementary typefaces. From there, it’s about establishing the style and personality of the brand, both visually and through the tone of content used. In doing this, a smart brand will also identify its ideal customer, one who will buy into their brand personality.

Call Gaynor at Ozone Creative on 0845 0945 138 or 07956 142214 or email to discuss how to define a leisure brand.