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Brand Identity that builds recognition and trust

Brand identity makes your business recognisable, credible and memorable. It’s much more than a logo. It's the expression of your reputation, purpose and what makes your business distinctively different. This helps people understand your value, recognise your quality, and remember your business.
As your organisation evolves, your identity should evolve along with it. Whether you've grown, entered new markets or outgrown a dated presentation, a stronger identity reflects the business you've become and ensures your reputation is recognised for the right reasons.

What kinds of business problems can
TOTEM solve with brand identity?

1

Your business has evolved

Your organisation has grown in capability, ambition or scale, but perceptions haven't changed. Customers still see an earlier version of your business. Brand identity aligns how you're seen with the organisation you've become.
2

People underestimate your business

The quality of your work isn't reflected in first impressions, making it harder to build confidence from the beginning. Brand identity presents your organisation with greater authority, professionalism and impact.
3

You're blending into the market

When every competitor looks similar, customers struggle to distinguish one business from another, and value becomes harder to communicate. Brand identity creates a stronger presence that expresses what makes you distinctively different.
4

Your brand lacks consistency

Different teams and channels present your business in different ways, creating a fragmented experience and weakening recognition. Brand identity creates a coherent visual system that brings every touchpoint together.
5

Growth has created confusion

New services, acquisitions or business units have made your organisation harder to navigate for customers and employees alike. Brand identity creates a clearer, more intuitive structure that simplifies complexity.
6

Your ambitions have outgrown your presentation

You're entering new markets, attracting larger clients or recruiting specialist talent, but your identity no longer reflects those ambitions. Brand identity creates a more confident presence that supports your next stage of growth.

The TOTEM Brand Identity Process

Creating an identity that reflects your business

Your identity should reflect the organisation you've become, or want to become, not simply follow design trends. We create distinctive visual identities rooted in strategy that express your purpose and what makes your business distinctively different.

Building a recognisable brand system

We develop every element of your identity – from your logo, motif, typography, colour palette, visual language and imagery – creating a cohesive system that's easy to recognise and apply consistently.
The Hatmaker logo on a barman apron pouring a yellow cocktail from a shaker into a cocktail glass
John Nolan Notebook

Applying your identity where it matters

Your identity should work wherever customers experience your business. We design for real-world applications across websites, presentations, proposals, recruitment, signage and digital channels, creating a consistent impression at every touchpoint.

Giving your teams the tools to apply it

A strong identity only creates value when it's used consistently. We provide practical guidance, templates and brand architecture that help your people use it with confidence as your organisation continues to grow.

Brand Identity Services

  • Brand Identity Concept
  • Creative Rationale
  • Visual Identity System
  • Colour, Typography & Imagery
  • Brand Guidelines
  • Implementation Toolkit

How our work has proven
effective for our clients

The Mercy Foundation | Telecommunications

The Challenge: Launch a new wholesale telecommunications business with a distinct market position that could build trust with retail providers while differentiating itself from its parent company and established competitors.
The Result of Brand Strategy: A clear strategic position, compelling proposition and cohesive brand platform that established credibility from day one and provided a strong foundation for growth in a competitive market.

Do you have an identity crisis?

Does your identity accurately reflect your business? Is it an emblem in your industry? Perhaps it’s time we talked.
Let's talk