What’s in a brand? Quite a lot, in fact. Taken together a firm’s brand and the messages it employs go a long way towards determining whether someone buys its products or services.

Whatever the ‘new normal’ is that follows the aftermath of a global health crisis the like of which has not seen in generations and collapsing economic growth, having a clear brand and purpose will be more important than ever.

Clarity in the face of uncertainty is not why we started to think about the Greentarget brand, but it is the context in which we took a fresh look and decided to make some changes.

Working in collaboration with brand expert, Jamie Neasham, who runs Garden Studio in London, we took a step back to look at our logo, our language, our website and how we market ourselves. We evolved our own brand and messaging to ensure the continued success of our business, just as we recommend our clients do.

In the 14 years we have been in existence, Greentarget has become one of London’s leading specialist communications firms. But while our business changed significantly, as we moved to more of a consultancy model advising clients on all aspects of their communications, our branding and the language we used to describe ourselves did not. We still looked and felt a lot like we did in 2006.

In short, Greentarget has been and continues to be great at communicating on behalf of our clients, but there was room to improve when it came to talking about ourselves. Until now!

Today we launch our new Greentarget brand and website. Our aim was to reposition our brand visually so it became one built around confidence in simplicity, and to underpin this with words to describe what we do and who we do it for that are more aligned with both our current position and our aspirations. We think that together, the refreshed Greentarget brand and messages communicate that we are a trusted consultant and partner to the global financial industry, a firm that helps clients to tell their stories with purpose and credibility.

It doesn’t matter what your line of business is or in which industry you operate, having a brand that stands out positively is a vital component of long-term success. The first – and if we get it wrong, only – impression that someone gets of Greentarget’s business might be our logo or the opening words of our website homepage. So, in a hugely competitive market, it’s absolutely vital we get that first interaction right.

With our new branding, we are confident we will.