Identity jobs grow as focus shifts to brands

Canadian companies are focusing more attention on the corporate brand in a bid to maintain successful relationships externally and internally, the findings of a new survey reveal. This is leading to an upturn in identity projects.

Over the past five years about half the 70 survey respondents have adopted a new name or corporate identity, or tweaked their marque, according to the Corporate Branding Survey undertaken by Toronto consultancy Spencer Francey Peters and The Financial Post Magazine.

This trend is expected to continue, leading to the potential of more identity work, says Spencer Francey Peters president Peter Francey: “There is the beginning of a momentum towards change.”

Canadian design groups also have the job of educating clients, many of whom operate without corporate guidelines, Francey says. “There is a terrific lack of understanding of how design is a strategic tool.”

However, Canadian identity specialists often have to watch the best projects going to rivals south of the border. “We are fighting an uphill battle to convince clients that the capability is here,” adds Francey.

His frustration is illustrated with the appointment of New York group Lippincott & Margulies to create a masterbrand for Canada’s third biggest telecommunications company.

The new identity programme, launched this month, consolidates the Alberta company’s six major brands and 20 sub-brands under the Telus name (pictured above), says an L&M spokesman.

The new marque will be incorporated on more than 16 000 pay phones and 2000 vehicles, as well as marketing and advertising.