Update from ICON regarding COVID-19

brand dev


Branding is a long term and costly investment in the success of your business. By carefully managing a strong brand, you build consumer credibility, have more influence on your target market, and motivate purchases. Building a brand is more than just advertising, it’s creating an emotional connection with the consumer, and that’s not always easy to do.

Icon Visual Marketing is the outsourced branding agency for many companies just like yours. Here are a few of our favourite brands and why.

Your brand resides in your customer’s mind as a result of all the impressions made by encounters with your name, your logo, your marketing messages, and everything else that people see and hear about your business. A brand not only distinguishes one business from another, a brand incorporates your business’

  • Personality;
  • Culture;
  • Philosophy;
  • Mission & Goals; and
  • Values.

Our Work

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brand eq


The strength of your brand - your Brand Equity - can add considerable value to your product or service in the market place.

Strong brands are established by creating an emotional attachment with customers, seeking differentiation in communication and performing the service or benefits as promised. For example, in a commodity market where products and services can be indistinguishable, having a strong brand enables customers to trust in your product and create a set of beliefs about your product even without knowing the specific characteristics of your product.

Branding should focus on not just marketing a product, but in building up a strong brand.

A brand spends time, money and energy developing the intangible value and communicating these to the customer. The strength of any brand is to communicate the combination of the tangible with the intangible.

Icon Visual Marketing is a brand agency based in Sydney’s south west specialising in rebranding, brand strategy, brand name creation, renaming, brand design, and marketing strategy.


Here are just a few benefits you will enjoy when you develop and continue to market consistently and on message to create a strong brand:

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

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

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

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 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.

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


Lost your way? Think your company needs to rebrand to position itself for success? Before deciding to rebrand your business, think about the value your business have built up with customers and what your brand means to them?

On average, a corporate rebrand costs 10 – 20% of the annual marketing budget and can take upwards of two to three months to overhaul all collateral.

Before deciding on a revolution, perhaps it’s time to think about an evolution. Your brand may just need a refresh. Talk to us today about where you think your brand is headed and whether you need to rebrand, or refresh.

Seven tips to Avoiding Rebranding Mistakes

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.

Think that 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.

Navigate 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 your 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 that need to be enhanced.