Silver Cross has always been a standby in Britain when it comes to prams. This brand is known for high quality and even higher status, the favorite of royalty and celebrities alike. The baby and child logo design is recognized through London and the UK. However, in recent years the business was failing despite a brand that was as solid as a brand could be. Here’s how Silver Cross turned the tides.

Expand your market. One of the key faults of the Silver Cross brand was that it was not known in key markets throughout the world. This excluded wealthy people in Asia, the United States, and other parts of the world. Therefore, one of the Silver Cross’s strategies was to expand to other countries, offering their prams in an expanded range of shops and taking opportunities to have their product discussed in the press. This allowed Silver Cross to expand their market without delving into lower priced, markets that would ultimately devalue the brand.

Maintain your brand. In a world where low cost leaders abound, Silver Cross simply cannot get involved in price wars. Therefore, one of the central brand strategies has been to maintain the power of the brand. While many businesses are tempted by the prospect of lowering overhead by outsourcing to the overseas, Silver Cross has kept the emphasis on maintaining high and consistent quality even while moving manufacturing to another part of the globe. Another key part of this strategy has been to woo celebrities. If a celebrity publically uses the Silver Cross, it gives exposure to the logo design even while adding to the perceived value of the brand.

Brand from the inside out. While many companies think that a logo design and other aesthetic elements are the basis of their brand, Silver Cross trains employees to understand and embody their brand. This means that they are better able to adhere to the company’s main branding principle of luxury for babies and their mums. All elements of your brand should be incorporated into the rest of your brand.

The Silver Cross logo design is all luxury and yet very simple. The name is written in a fun yet classic font that reflects the values of the brand. The handwritten appearance of the logo gives an impression of artisan quality, which is accurate as these prams are partially handmade. Although a silver cross image would have been an obvious choice for this logo design, this logo is a winner because it avoids the obvious. This gives the brand a little more style.

Silver Cross has been extremely successful in maintaining their brand by keeping the highest manufacturing standards and marketing their brand through carefully cultivated celebrity exposure. This is appropriate for their brand, but not for everyone’s. In order to find Silver Cross’s success in your own business, you can follow the same steps. However, there is a good chance they will lead to a very different result: a brand and logo design that is uniquely yours.