Branding your business for success

Our branding specialists partner strategic blue sky thinking with innovative, creative design powerhouses to deliver you a brand steeped in authenticity.

We have a proven strategic brand workshop process that takes a 360 visualisation of your business. These workshops are invaluable to think of your business and brand in ways you haven’t before considered, helping to uncover the strategic insights to turn challenges into opportunities and to deliver a brand that clearly identifies your brand to the market place.

See some examples of the brands we have built for our clients.

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  • Group 5572
  • Mask Group 51
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All Icon Visual Marketing Brand Specialists are located in our Sydney based marketing consultancy. We do not outsource any aspect of our work as our philosophy is that we are an extension of your marketing team, or we become your marketing team.


Developing a brand, or refreshing an old brand is a process that can be broken down into three elements that when done together, delivers results. The first step is a clear understanding of your business. This includes your target market, your core offering and the key messages that are right for your business. As a branding agency, we uncovered the core insights into your business through our branding workshop coupled with research into the broader industry and competitive landscape. The second element is process. How does this information translate from words on a page into a concept? Our process ensure seamless communication from brand strategy through to brand concept and ultimately into your brand. The third aspect is true creative talent. This isn’t graphic design, this is a different skill set that can take information and a strategy and apply them to a blank sheet of paper.



Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a commodity market where features and benefits are virtually indistinguishable, a strong brand will help your customers trust you and create a set of expectations about your products without even knowing the specifics of product features.


A strong brand influences the buying decision and shapes the ownership experience.


A brand will help you articulate your company’s values and explain why you are competing in your market.


A strong brand can command a premium price and maximise the number of units that can be sold at that premium.


Branding creates trust and an emotional attachment to your product or company. This attachment then helps your market to make decisions based, at least in part, upon emotion- not necessarily just for logical or intellectual reasons.


A strong brand can make actual product features virtually insignificant. A solid branding strategy communicates a strong, consistent message about the value of your company. A strong brand helps you sell value and the intangibles that surround your products.


Hanging onto history

Rebranding well means staying relevant. Assumptions made when the brand was first established may no longer hold true. Take the time to analyse the changes in your target market and your position in the market when exploring the opportunities for brand expansion and repositioning.

Thinking the brand is just a logo, stationery or corporate colours

The value of your brand and your customers experience is made up of things you cannot see or touch but are real. If you are looking to rebrand, ensure you know what the value of your brand is before your start.

Design by committee

We all know the old saying about too many cooks in the kitchen. The same holds true for the rebranding process. Too many opinions delay the rebranding process and can at times diffuse the focus needed to achieve success. Keep those with critical approval level to an efficient shortlist, and assemble to smallest, most essential team possible.

Navigating without a Plan

Effective rebrands rely on a strong creative brief and plan to keep everyone focused on the project and milestones. The creative brief and overall plan should include market analysis, objectives, target markets, budgets, timeline and any KPIs to measure success.

Limiting the scope for your creative team

Good branding agencies and consultants are more than graphic designers. The best ones can help develop new products, expand target markets and help streamline your business operations. Give your creative team a good brief to why the rebrand and what it means to make it successful, but don’t limit their areas on influence.

Basing rebranding on an advertising campaign

An ad campaign or a slogan does not equal brand positioning. Brand strategy should lead advertising – not the other way around. Sometimes the most effective rebrands don’t include traditional advertising.

Believing you’re too small to rebrand

Every brand needs a refresh to stay relevant as markets evolve. Smaller companies are not immune. Like larger brands, they too have brand positions.