Reinventing Brand Identity for Designers: Essential Strategies
In the world of business, the importance of branding cannot be overstated. A strong brand identity is more than just a logo or a colour scheme; it has become fluid and adaptable, reflecting the essence of a company at its core.
Honesty should be a priority when choosing brand values. This means that a company's branding should accurately represent who they are and what they stand for. Google, for instance, demonstrates this fluidity in its brand identity, with changes to its logo for special occasions like Christmas and Chinese New Year.
When creating a brand, it's essential to focus on what the branding will say about the business, rather than on logos or colours first. Each touch point with a potential customer offers an opportunity to showcase the personality of a business's work. Reworking a logo slightly on various touch points can highlight different aspects of a business's work.
Consistency is key in branding; a brand should be readily identifiable no matter how much it is mixed and matched. The visual identity is crucial for a strong brand; it should be recognizable at a glance. However, rigid style guides are no longer common in branding, with a focus shifting towards a more flexible approach.
Brand values are important in branding and should be formalized on a website to inform clients about the business's thought processes. The purpose of vision and mission statements in branding is to encapsulate what a business truly stands for. The words used in branding should support the visual message.
Coca-Cola in China is a prime example of this. Although the name is transliterated into Chinese, its visual design remains identifiable, ensuring that the brand is easily recognizable to customers.
Avoid using branding elements that may confuse clients with mixed messages. Rigid adherence to outdated branding rules can often do more harm than good. Instead, embrace a fluid approach that allows your brand to evolve and adapt as your business grows and changes.
In conclusion, a strong brand identity is about more than just a logo or a colour scheme. It's about creating a visual and verbal language that accurately represents who you are as a business and what you stand for. By focusing on consistency, adaptability, and clarity, you can create a brand that resonates with your customers and sets you apart from the competition.
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