Grafton Digital – Broken Down
Establishing memorable brand elements is extremely important when building brand equity and giving a brand identity. In order to establish the brand, Grafton Digital has focused on three brand elements – brand name, logo and tagline. In order to be effective, each brand element selected must be memorable, meaningful, likeable, protectable, transferable and adaptable.
The Brand Name – Grafton Digital.
A company name is one of the most important branding aspects, it should be simple, easy to pronounce and easy to spell. In the easy stages of formation, the company owners decided on Grafton Digital. Grafton is a strong word, which is directly associated with rich Irish culture. Grafton Street in Dublin is one of the most famous, well-known areas in Ireland. By linking the Grafton Digital brand to this well-known area, the brand automatically gains credibility, as it’s associated with Irish culture and the capital city of Dublin – Irelands central hub for business. The association with Irelands capital city and the use of the word ‘Grafton’ also gives the company the opportunity to expand outside of Ireland in the future.
The use of the word ‘Digital’ represents the work that the company does. When people hear the word digital, they automatically think of technology and all things online. Grafton Digital is a digital marketing agency that specialises in website development, content creation and social media management. The purpose of the company is to help other businesses establish a dominate online presence, attract more customers and reach a wider audience.
Grafton Digital represents the services that the company has to offer, it is simple, familiar and meaningful.
A company logo is an essential element when establishing a brands identity and creating brand awareness. The old Grafton Digital logo was not unique and didn’t stand out from the crowd. It was easy for customers to dismiss.
The new Grafton Digital logo represents the nature of the digital marketing industry. The curved shape represents fluidity, symbolising the creative process of digital marketing. The new logo is minimalistic, creative and recognisable. It also clearly represents the Grafton Digital brand, with the letters G and D interlinking.
Our Tagline – Outside the box.
A tagline is another vitally important aspect of brand management. It is essential that a company tagline accurately captures the overall value that your company offers to your customers.
Grafton Digital has moved away from the old tagline ‘Your Digital Partner’.
‘Your Digital Partner’ is cold, distant and doesn’t fully represent the Grafton Digital brand and the new direction of the company. The new company tagline ‘Outside the Box’ represents the brand in a greater capacity.
The phrase ‘Outside the Box’ can have so many meanings.
Think outside the box.
Jump outside the box.
Step outside the box.
Be outside the box.
Grafton Digital strives to be outside the box. The company wants to be different, take risks, stand out from the crowd and be the best digital marketing agency possible. ‘Outside the Box’ highlights that Grafton Digital see no limits, the company is willing to go above and beyond for their own brand, as well as their client brands.