All part of the grand design

Embarking on the design of a new corporate identity can be a powerful catalyst for change, requiring an organisation to examine itself closely.

It is important when doing this that everybody within the organisation subscribes to a vision. Why? Because a broker's services describe what they do, but not how they do it - this is what the client experiences and is what builds profitable and enduring relationships. The purpose of an identity, or brand, is to embody the ambition, drive and personality of an organisation and help build those relationships.

Design at this level requires the right agency. Here are some pointers to choosing and working with them:

- Clarify your purpose. Is this a design make-over or something deeper? Establish what it is you are trying to achieve and ensure others around you share the will. It takes time and commitment.

- Do not be seduced. Are the agency 'big guns' making the pitch going to do the work? Further down the line, will the team be replaced by the reserves? Talk to the agency's other clients; what is their day-to-day experience of the agency? How well do they work with different levels of an organisation? Will they maintain their passion for your business?

- Focus. Creativity without direction is irrelevant. You must work with the agency to maintain the focus.

- Make them a partner. If you bring your agency into the centre of your business, you will get more from them. They should come with a fresh perspective, ready to question your assumptions, throw new light on old problems and provide insight into those you seek to influence.

- Enrol others. Work to make your colleagues enthusiastic about change, drawing them into the process. Your agency should be able to help you in this vital stage of the project.