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Hands-on inspiration

Wise up to the power of your Brand

When it comes to branding, it’s safe to say that Gaspar, Melchior and Balthasar pretty much got it spot on. They could have used their initials but would have ended up sounding like a Trade Union.They could have picked something abstract like Star Chasers but could have been mistaken for celebrity stalkers. Instead, presumably, they took a good hard look at themselves. They surmised that they were a threesome, male and smarter than your average bear – and hence was created one of the best known gifting trios of all time – The Three Wise Men.

In some ways, their branding challenge was relatively straightforward. Bar a few modern interpretations, their central proposition has remained the same. No line-up changes. No dumbing down. Year after year. Throughout the millennia. If only it was so straightforward for businesses.

At Datum we have always known what our brand has stood for. For as long as we could remember we had been the helpful pair of hands that our clients needed to help solve their marketing and media challenges. We knew it and we thought our clients did too. So, why did clients keep reacting with such surprise when we told them the breadth of services Datum offered? Our branding had been left behind as we evolved as a business and was now holding us back.

Never underestimate the importance of a fresh pair of eyes. We had become too close to our own brand to realise that we weren’t communicating the incredible breadth and depth of our products and services. We were a helpful, collaborative print company in the eyes of most of our clients. By taking a step back, and with some fresh external eyes, we were able to see the disconnect between what our brand projected and what we actually offered. This led us to a complete rebrand and the re-positioning of Datum as cross media producers.

Is your brand working for you? At Datum we have a number of wise men and women who would be delighted to help you appraise what your brand says about your organisation and whether it could be working harder for you. What we lack in Gold, Frankincense and Myrrh we more than make up for in expertise, experience and the passion to make your brand sing like a choir of angels. What’s more, following our own re-brand, you should now no longer be surprised that we have the range of skills and services to help you get the most out of your brand.