Keel London.
We build brands with conviction.

We create brands and show businesses how to use them to engage with people effectively – across the right channels, all markets and shifting audience needs. 

We give your brand the tools, roadmap and creative execution you need to thrive in today’s landscape.

Yes, we establish positioning, identity and direction – we create guidelines and tone of voice – but we also build content and communication strategy, deliver campaigns and kickstart engagement programmes. We don’t stop when the Work starts.

No interruptions, no inconsistency. Brilliant brand and strategy that you can get stuck into and really use and communications that take you into the hearts, mind and hands of your audiences. Brand and engagement. Together.

Sound good to you? Email Keith, our CEO, at keith@keel-london.com or call him on +44 (0)20 39417670

See conviction at work

We believe that to succeed, brands need real certainty in two things: Who they are and how they prove it.

At Keel, we bring together brilliant brand work and
great engaging, strategically sound and creatively cracking content and comms. Because brand is nothing if you don’t reinforce it with your audiences through great brand interactions. And engagement loses its effectiveness (and becomes seriously hard work) if it doesn’t have direction, consistency and an unbreakable connection to your brand.

Brand and engagement – two things that rely on each other completely, brought together in one agency.

Book your brand conviction clinic

Getting an outside perspective to work out how your brand could perform better is always a good idea.

Arrange a short session with us and we’ll listen to your challenges, have a poke around and come back to you with some thoughts on how to sharpen things up.

It’s on us and there’s no obligation. So ping us your name and email and we’ll get right back to you. What have you got to lose?

Email Keith, our CEO, at keith@keel-london.com or call him on +44 (0)20 39417670

"We got goosebumps watching the work they produced"
LYNX
"These guys give innovative perspectives and out-of-the-box ideas with acute strategic vision"
BRP
"The Keel team helped Medela reimagine the way we engage with our target audience"
Medela
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Brand FAQs

Clashing business priorities; different customer segments; maybe multiple markets; definitely changing channel needs; almost certainly complexity within your organisation… The list goes on.

To engage your audience effectively with all this in play, you need clarity and direction to come from somewhere. And that’s what the brands we develop give you. Deep confidence in who you are and how you navigate these combined and competing pressures.

But a brand is only as good as how you use it. That’s why we combine brand and engagement from day one. How will we be using this language, these colours, this imagery? How will our positioning shape the way we tell stories, where we tell them and when?

How will we use every brand interaction, every pound or dollar and every asset to convince your audiences that you are right and right there for them? What is our plan for showing up for your audience every time, in the way you promised you would?

Then our effort and expertise shifts to making the kind of compelling communications that delivers on our plans, your promises and your audience and business needs.

That’s brand and engagement brought together. No time wasted. No work wasted. No opportunity to show who you are and prove your value wasted. Using our combined expertise to make every moment your audience spends with your brand work for your business.

We’d love to talk you through how we’ve applied brand frameworks previously and how our approach will strengthen your brand. 

Call us on +44 (0)20 39417670

A brand architecture is a way of organising your business areas and services, into a clear framework which establishes the relationship between them.

There are generally considered to be three core brand architecture models:

  1. The Branded House. The master/parent brand is dominant with  sub-brands subordinate to it, they usually will share a name with a qualifier to explain exactly what that sub-brand does.

  2. The House of Brands. The house of brands is where the parent brand is not reflected in the sub-brands in an obvious or blatant way. This structure is often a result of a holding company buying other (usually) smaller companies who may well have more relevant brand equity in their own business area.

  3. An Endorser Brand. Here the parent brand plays a much bigger role in the group companies identity. Often lending credibility to the smaller brand, and giving the customer a sense of security and knowing.

We’d love to talk you through how we’ve applied brand frameworks previously and how our approach will strengthen your brand.

Call us on +44 (0)20 39417670 

A brand strategy is the plan to achieve a series of long-term goals that are key in helping deliver the business strategy. Your brand strategy may well include your vision and mission.

Generally these elements  are included in brand strategies:

  • What are your brand’s objectives and how do you communicate them? What problems will your brand solve and how will it benefit it’s intended customers.

  • How do you identify your ideal customers? Who will benefit from the brand? How do these customers feel and how would they like to feel?

  • How do you identify your competitors who is already giving your potential customers what they want and how?

We’d love to talk you through how we’ve applied brand frameworks previously and how our approach will strengthen your brand. 

Call us on +44 (0)20 39417670 

A brand positioning and framework articulates your unique position, who you are, how you behave, and what you want your customers to think and feel about you. It is the foundation of your brand and informs your brand identity, communications, employee experience, and even product or service design.

It can typically include:

  • Brand promise. A short and simple, but powerful statement that that is unique to your brand and brings your reasons to believe to life. It is your ‘north star’

  • Value proposition. An introductory paragraph/statement on how the brand will be delivered, experienced and seen

  • Brand Personality. Key attributes and phrases that demonstrate how you look, feel and speak to your audiences

  • Points of difference and brand beliefs. What sets you apart and why you come to work every day

  • Brand Values. A set of behaviours that define the way leaders and employees think and feel. How do they behave, solve problems and get the work done

We’d love to talk you through how we’ve applied brand frameworks previously and how our approach will strengthen your brand.
 
Call us on +44 (0)20 39417670 
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Keel. An even keel? The keel of a ship? The balancing component that provides stability, holds you on course, sets direction. The support that helps you move forward with confidence. Yep, that’s us.

9-10 Charlotte Mews,
London, W1T 4EF
+44 (0)20 39417670
keith@keel-london.com

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