Branding cSeeker: Part 1
Since 2014, when my brother and I set up cSeeker, I have been responsible for all aspects of the organisation’s marketing and brand design and strategy. I look after all campaigns, and have taken on much of the team management side of things, with a freelance copywriter, coder, SEO specialist and others all reporting to me and taking direction from me.
The launching of any new brand involves a clearly thought-out, step-by-step strategy. I thought it might be helpful to share the strategy I used when setting up cSeeker Ltd. In a series of articles, I’ll be letting you know how we set up this business and set it apart with its own unique identity.
Who are we?
cSeeker is a Deaf communication support agency specialising in education, and it is this educational concentration which really helped us to set the business apart in a competitive marketplace.
We knew this would offer a focused, specific message that has helped us been successful. (We have been nominated for a number of industry accolades, including in the Deaf Business Awards.)
What’s in a name?
We knew that our name was clearly key to our identity. It had to be not too long, and easy to spell and easy to sign for the Deaf – that meant having no more than two words, saying who we are and what we do. It also had to be catchy, memorable and easy to understand – and have an available domain name for the website.
At the same time, because this is a business-to-business company, it had to deliver a clear idea about the organisation’s aims and had to be to the point and snappy.
Had we been targeting teenagers specifically, we may have gone for something more fun or youthful. But we thought we needed something to give a greater sense of solid dependability. We didn’t want anything gimmicky – there’s nothing flippant about providing communication support in education after all.
We started the process of differentiating the organisation with our name, and eliminated various options in the first instance. Ones we decided against included lookforinterpreter, wereinterpreter and seekbook.
And before making a decision, we also had to check the names and branding of our competitors (who were other UK communication support agencies) to avoid duplication.
The c in cSeeker is short for communication, since our clients would be those (mainly students) who were looking for alternatives for their communication.
And, of course, the seeker is there to reflect that all our clients would be seeking or looking for communication support.
Building our brand
At the same time, the next step in the process was for me to develop our brand so it was unique by focusing on a number of differentiating factors.
Our solidity and dependability were also reflected in the minimalist logo, using purple for a relaxed, almost aristocratic colour, with a restrained sans serif typeface and circle shape, but that didn’t mean being boring or overly serious – I also wanted to convey being generally relaxed and this was part of my conscious strategy.
The design process went through several stages, as you can see in the attached sketches. I also asked a professional writer to come up with list of taglines, which I showed to others, and they voted for best one via tickboxes.
The straplines included:
- Communicating for education
- Love learning, love communicating
- Signing for education
- Clarity of communication, clarity of thought
- Clear communication, clear education
In the end, voters chose the last one, Clear communication, clear education, so that’s the one we went with.
The people whose opinions I sought and valued were fellow entrepreneurs, including in the field of education, and also communication support professionals, and other Deaf people, to match my target markets.
I also shared with them the logo design options and they voted for the one they liked best, in a very democratic process, although all the logo options were based on my own branding strategy as described earlier.
Look out for further articles about how I created the website for the business and promoted it online, and established a social media presence.