Does branding drive or follow change?

Some people believe that an effective brand strategy should result in changes to the way a business operates and the services it provides.

Others feel that brand strategy communicates and supports strategic positioning.

Some think that a powerful brand identity should provide a business with a new and systematic way of communicating, integrated across all media.

Others say that designing a brand identity is all about creating an icon and ensuring stand out.

Who is right? Or are both?

We are convinced that branding can inspire as well as reflect change.

That was our ambition for the Highmetric brand, which unified the formerly separate Column Technologies, Column Information Security, Vorto and TradeHelm businesses. Chromatic and our partners have influenced every part of the enterprise, confirming strategic priorities, supporting operational change and delivering a brand identity system that is 100% aligned, inside and out.

Highmetric: Delivering Technology’s Promise

We believe that agencies should be able to deliver sound strategic advice and emblematic brand identities, enduring definitions and compelling campaigns.  

Are we enlightened or deluded?