The Evolution of Brand Viper

The Evolution of Brand Viper

In the beginning there was the embryo of a marketing consultancy in Bristol called Viper Marketing Limited. No staff, no premises, just a couple of small clients and basically just a means of Founder Neil Wilkins being able to invoice others for the work he was doing in the evenings and weekends on helping them with their websites and marketing plans.

Viper Marketing 2003
Viper Marketing 2003

Two years after the initial birth of Viper, Founder Neil Wilkins took the plunge from the safety of corporate marketing world and immersed himself in new business development for his small company called Viper Marketing. Simplicity was key and so was the brand. Black text on a white background to save the cost of using a designer and to present a minimalist and simple proposition of ‘Neil can help you with your marketing’.

Viper Marketing 2004
Viper Marketing 2004

The essence of a brand was beginning to form. Inclusion of a whole host of services from marketing strategy through design and websites to event management ensure that there was never a dull moment for Neil but in many ways things were getting a little too busy and this signalled the first evidence of growth. Still maintaining a logo-free environment and struggling to work out exactly what it was, Viper Marketing became many different things to many different people in a variety of sectors.

Viper Marketing 2006
Viper Marketing 2006

Still remaining free of a traditional brand style, Viper began to position itself with a blend of content and images. The first signs of ‘blocks of stuff’ started to appear with a steady flow of news, blogs, ideas and case studies, using a lead image with each one. Dates became important to show evidence of a busy and dynamic small business. As the first employees started to contribute content into the website we saw the early stages of social media beginning to emerge.

Viper Marketing 2008
Viper Marketing 2008

By 2008 and with a small core team of marketers and supporting associates we saw the first true branding of Viper Marketing. The ‘Viper head’ appeared for the first time and thanks to Dave our designer as well as a colour palette with defined colours for each of the services and sectors Viper was working in. Marketing Campaigns, Strategic Planning, Creative Design and Website Development and Marketing Training each had their own sub brand and identity all under the ‘Viper head’ umbrella. Social media was gaining in popularity so the team’s profile images maintained a similar ‘Viper squares’ personality.

Viper Marketing 2010
Viper Marketing 2010

By 2010 Viper’s world had moved from marketing services for predominantly south UK businesses and public sector organisations to becoming an international marketing company with offices in Egypt and later also in Dubai and across the rest of the UK. The team had significantly expanded and personal profiles, still following the ‘Viper squares’ approach gave the feeling of a dynamic and expanding range of people and services. Integrated social media and website content gave rise to a whole new challenge which you can see evidenced above, the continual need to be technologically aligned with the rapidly changing web browsers and devices.

Viper Marketing 2014
Viper Marketing 2014

And this brings us to today. We now have a responsive website in all senses of the word. Responsive to the needs of the varied browsers and fast growing range of mobile devices, and a responsive style of content driven heavily by providing visitors (and social media connections) with added value tips and advice. The branding has retained our popular ‘Viper squares’ approach but has refined the colour palette to bring a fresh, clean feel that we use across our only printed materials, our business cards (We have grown over the years without printing anything other than business cards and we still have about 30 sheets of letter headed paper from the only pack of 100 sheets we printed when the Viper head was born). The Viper website has built upon the close link between images and text to entice the visitor into reading more about the stories in which they find the headline and description interesting. Twitter and Instagram directly feed our home page as well as our content management system through which we can publish news, blogs and case studies. Over the years we have prided ourselves on how we treat every customer as individual and we now at long last have the technology to allow us to do this through our website. In the top right corner of the website is a filter menu which allows the visitor (and ourselves when we are presenting to a customer or on stage) to customise the whole website to show just what they want to see. Filtering by sector, interest, content type and location presents a bespoke version of the website and emphasises one of our core brand values.

The journey continues…