brand developmentMany new sports facilities make the mistake of overlooking brand development skip and move directly into logo design. Brand development is the cornerstone of the graphic identity and voice of the company and facility. Investing time to clearly articulate the personality of the brand, the graphic standards, the key values and value proposition will ultimately make for a more successful and more efficient marketing presence in the increasingly competitive marketplace. Brand development can be achieved by contracting a marketing or design firm (not to be confused with a PR firm) or through your management provider such as Sports Facilities Management. You brand development process should begin with a discovery phase, where you have the opportunity to communicate the heart and the soul of the brand. From there, your brand development partner may provide you with logo or design concepts, and explain the messaging strategy behind the graphic identity. Once settled, you should have a logo and logo guidelines, a brand style board or guide, and a copy sample. This foundation can then quickly and efficiently orient anyone – project stakeholders or graphic designers – to your brand and help ensure consistency and quality across platforms.
The SFM Difference
SFM’s brand development team is built on the expertise of the corporate office and the SFM network. Real-world execution drives excellence in process and corporate oversight ensures a world-class result.