A cohesive new look: The art of a brand
30 June 2006
Many in the community may not be aware that MatchWorks is an enterprise of Karingal.
Karingal is a disability services organisation that was founded in 1953 by a group of parents with children with a disability.
Over the next five decades Karingal has steadily grown into the organisation that it is today with five separate enterprises with facilities and services that stretch from Warrnambool through to the north-west suburbs of Melbourne: MatchWorks is one of these enterprises.
These factors lead Karingal to re brand and present a new cohesive look to the community and business partners.
Karingal’s branding implementation has resulted in a new Level Three accessibility internet site, signage changes across 32 facilities, new uniforms and work clothing for staff, new stationery and marketing collateral.
But what is a brand and why is it important?
Quite simply, a brand is everything people think, feel, see, hear and know about an organisation.
It communicates specific information about an organisation, product or service, distinguishing it from others in the marketplace.
A brand is at the centre of how, when and why an organisation markets and advertises itself to customers and to the community. The aim of successful branding is to clearly associate the organisation, product or service with an image or identity in the mind of the audience.
A brand usually includes a specially designed logo and style – usually referred to as brand architecture - that represents the core values and ideals of an organisation. A logo generally consists of a symbol, words, and sometimes a motto or slogan. A logo is used to bring the brand to the 'top of the mind' of the audience. This connection reinforces the communication of the unique features and characteristics of the organisation that the logo represents.
All of Karingal’s enterprises use the same icon representing person that identifies all of Karingal’s enterprises as providing human services.