Brand communication is the art of bridging the gap between our target audiences and the organisation (or product or service) we are promoting. It is the ethereal connection between the physical entity, and the audiences we believe are best suited to its purchase or promotion. It can therefore be argued that a brand only exists when this link has been made i.e. a brand is only a brand when it is communicated effectively. A brand that remains hidden is only an experiential brand - that is to say it is only our existing customers who know the brand; the brand is only doing half the job. The problem here is that experiential brands are brands that rely entirely upon the experience we have had in the past with that brand, good or bad. Good brand management demands proactive brand communication to ensure we are managing our reputations as positively as possible.

The Brand Architects have years of experience delivering brand communication. Our business structure was originally designed to ensure that, no matter what the formation of a communications plan, The Brand Architects would have the infrastructure and skill base to manage all forms of brand communication. This remains the case today. All creative, production or planning tasks are undertaken in-house to ensure the important control mechanisms are in place. We very rarely outsource. We will turn work down before we compromise on quality. We will work as hard as is necessary to keep promises once made.

The Brand Architects are proud of every piece of brand communication in which we are involved and enormously protective of the work produced on behalf of clients. However, we also recognize that whilst we must invest huge amounts of emotional, creative and intellectual energy in our work, we must never forget that the brand is not our possession - it is one of our clients' prime assets. We therefore know where to draw the line in the management of the brand and to make it our policy that the copyright on all work is assigned to our clients once the work is paid for. It is theirs, not ours.

Typical brand communications include:

• Corporate identity development
• Corporate literature
• Report & Accounts
• Corporate, promotional & brand web sites
• Sales literature
• Exhibition design and management
• Audio-visual presentations
• Sales force presentations
• Internal communications (newsletters, intranet etc)
• Electronic branding (e-zines, HTML mailers, Microsoft templates etc)
• Brand Guidelines & control documentation
• PoS, sales presenters etc
• Public relations, reputation management & crisis management
• Direct mail
• Advertising