When Banwo & Ighodalo (a leading Nigerian law firm) needed to develop brand strategy and redesign their identity, they called on Alder Consulting. The programme comprised several modules including research, strategy development, visual identity design, brand launch announcement and employee acculturation.
Elements
Strategy
The branding programme began with a survey of internal and external audiences. Results were used during the strategy development process. Key findings from the survey included the need to redesign the logo and craft a comprehensive brand strategy.
[Lesson: Never assume. Seek objective insight about your brand from internal and external publics.]
A strategy session held with the founding partners and management team. At the session, the corporate brand fundamentals were defined including the vision, mission, values, personality and brand essence, tagged, Grey Matter. Grey Matter describes B&I’s ability to comprehend complex ideas, reason intelligently, solve difficult problems and learn quickly from experience. It implies the firm is highly intellectual possessing extensive legal knowledge, experience and networks.
[Lesson: Brand essence definition is essential to brand strategy. Brand essence provides direction and influences visual expression.]
Following the strategy session, brand policy documents were developed including a strategy session report, FAD analysis report (which analysed brand eroders) and a comprehensive public relations strategy report.
[Lesson: Always document the brand development process for the brand custodians and future implementation contractors.]
Employee Acculturation
To ensure B&I employees imbibed the brand personality, Alder developed an employee brand manual which explained the corporate brand fundamentals of the firm. A training session also held for employees.
[Lesson: Carry along employees and foster buy-in for a new identity.]
Brand manual cover
Brand Manual inside page
Design
Branding implementation commenced with the design of a new logo as well as primary, secondary and tertiary corporate function materials and stationery. A visual identity manual detailing design specifications and brand rules was also developed.
Old Logo
New Logo
The new B&I logo signifies shining rays of knowledge and competence emerging from the African continent. The rays connote reach – a vision of continuous expansion. It graphically represents Banwo & Ighodalo’s expanding scope and size, as well as services to other continents.
[Lesson: Create a compelling story for a new identity; one your publics can buy into. Ensure relational integrity and consistency across all visual identity elements.]
Corporate Function Materials
Business cards
Block pads
Letterhead
Continuation sheet
ID cards
Envelopes
Plastic Folder
Notebook
Folder box
Folder card
Wall signage
Traditional Media
A public announcement print advert was designed and a corporate brochure to announce the new brand direction. Alder designed and produced the materials.
[Lesson: Develop a strategy (and materials) to communicate a new brand to external publics.]
