If you’re considering a rebrand or a brand refresh, you should also evaluate the benefits of a brand evolution. Brand evolutions aren’t something new. For decades many beloved brands have chosen to evolve specific components of their brand identity over time instead of making drastic changes.
Read full articleA brand strategy is critical for any organization that wants to create a strong and recognizable brand. Whether the brand you’re building is for a business, non-profit organization, school, product or service, you need a robust brand strategy upon which to build your brand identity. We know there’s a lot of information and misinformation about what a brand strategy is and is not, so we want to share our perspective.
Read full articleExpressing a public school district's distinctive qualities in a way that is authentic and helps it stand apart from other schools and districts is one of the biggest benefits that a strong brand can provide.
Read full articleA lot has been written about Return on Marketing Investment (ROMI), but there is little agreement on what constitutes the most effective strategy for measuring those investments. Especially when measuring the intangibles such as brand awareness advertising, brand identity revitalization or package redesigns.
Read full articleRedesigning an existing brand or developing an identity for a new brand requires a sizable investment and, as with any investment, it’s not without risk. In the case of a redesign, the existing equity and loyalty to the brand could be negatively impacted. Or if it’s a new brand, it could simply miss the mark—and the target audience—with messaging and a visual identity that doesn’t resonate.
Read full articleWith the current focus on the importance of integrating social media in the marketing mix, the evolution of smart phones, e-readers and the necessary emphasis on sustainability and environmental responsibility, many companies are focusing heavily on electronic media when it comes to building their brands. And while we agree that e-communications are important brand-building tools, we believe it's important to maintain perspective about all media types when it comes to doing what's best for our clients. Though we have no vested interest in any particular type of media, we do have a vested interest in helping our clients build and sustain world-class brands, using whatever media is most appropriate.
Read full articlePackaging design is a critical component in building a brand’s image and identity. Anyone marketing to consumers already operates from this paradigm. The same holds true though for the commercial marketplace. Whether it’s a cosmetic product, or a 5-gallon pail of commercial paint, the packaging offers a huge opportunity to positively impact a brand’s image. But what we frequently hear from many business-to0business companies is, “the packaging doesn’t really matter, our customers place their orders via catalog”. Or in other words, they don’t need the package to sell the product on a retail shelf.
Read full articleIn this global economy, your brand is likely marketed in numerous regions throughout many cultures—where a myriad of different languages are spoken. Faced with these complexities, you may wonder how to continue to build brand loyalty and influence purchase decisions most effectively while keeping inventory and efficiencies in mind. As always, simplicity should be your guidepost.
Read full articleDeveloping a great brand name — one that is distinctive, memorable, easy to pronounce and emotionally appealing — is a critical element in creating any brand identity. We all know that great brand names can differentiate companies, products or services in crowded markets. They can help create brand awareness, increase brand preference and build brand loyalty. But it’s important to point out that a name on its own is just a word — an empty shell — until it is filled with user experiences created by hundreds of interactions that bring it to life creating meaning and value.
Read full articleAs anyone who has ever launched a new brand knows, there’s a lot of time, energy, planning and soul that goes into creating the final product. Then, you launch it and watch it soar (you hope). But, what then? How do you keep it alive over time and prevent people from reinventing it, modifying it and misusing it?
Read full articleOf all the elements that comprise an organization’s visual identity system, none has as much potential for making a message more impactful, memorable or more relevant than imagery. It has the power to feed the mind and stir the soul.
Read full articleManaging global brands has never been more important. On one level, all brands have global reach as a result of the Internet, whether intended or not. But this doesn’t make them global brands. While it is true that the world is much smaller as a result of the Internet, affordable travel and the reduction of trade barriers, a truly global brand takes more than having a multi-national presence. A global brand is a brand that is intentionally marketed, bought, sold and recognized in various countries around the world.
Read full articleStrong brands are built on more than rigid adherence to a set of rules and regulations. They have personalities and soul. And there's an opportunity to express that soul at every touchpoint—whether it's print, electronic or interpersonal communications, a trade show or a promotion. As one of the first expressions of a new or revitalized brand, identity standards should convey the brand's true essence. They have the ability to generate enthusiasm and unleash the creative spirit.
Read full articleWhether you manage a B2B or B2C brand, if you own more than one, you’ve had to decide what type of brand architecture best fits your business strategy. So, what are the choices? And what makes the most sense given your long-term business objectives? Essentially, there are three options: branded house/monolithic, house of brands or hybrid.
Read full articleWhen you’ve been in the business of building brands as long as we have, trends ebb and flow, and management philosophies shift with each new disruptive book that is published. Then, you hear terms being used like UX, BX and CX. When we first heard “experience design” we thought: isn’t this what we’ve always been doing? We decided to look into the true meaning of the term “experience design” and uncover how closely it ties to human nature.
Read full articleWhether you’re repositioning an existing brand or developing an identity for a new brand, product or service, your success depends not only on a distinctive brand strategy and visual identity system, but on a well-executed launch. If you’re repositioning your brand, you’re making a change and everyone who has a relationship with your brand needs to know about it. If you’re launching a new brand, you need to create that relationship from the ground up. Either way, your audiences need to hear about it repeatedly so they remember what your brand stands for and why it’s relevant to them. In the end, it’s all about creating loyalty so they choose your brand over the competition.
Read full articleRevitalizing a brand and developing a visual identity system that supports it, whether for a product, brand or an organization, touches everyone by the time it’s implemented. And, it’s no secret that it requires a substantial investment—both in dollars and personnel.
Read full articleAfter revitalizing an existing brand, or creating a new brand, there is the critical job of communicating your brand message clearly and consistently. And, it all starts with that first communication effort, the brand launch.
Read full articleWhether you’re managing your corporate brand, a strategic brand or a product brand, maintaining brand alignment within an organization is a key element in building the desired brand experience outside the organization. But keeping brands aligned internally presents ongoing challenges when employees come and go and the daily demands of running the business are top-of-mind for everyone, including the management team.
Read full articleAnyone who has acquired a brand and integrated it into an existing portfolio can attest to the multitude of issues that need to be addressed. From brand name retention, parent company endorsement questions and managing customer perceptions, to brand mark, trade dress and personnel issues, the list can appear to be endless.
Read full articleOnce you have outlined a well-articulated brand strategy, you know that you need to manage your brand against the strategy and implement accordingly to achieve your brand vision. The challenge, however, is executing against that strategy consistently over time. And things become more complex if your brand is wide-reaching involving employees, customers and suppliers worldwide. This is where audits can be extremely helpful.
Read full articleMany marketing and branding books are filled with examples and case studies about consumer brands, but leave us wanting more information on business-to-business brand building. So it’s our intent in this newsletter to offer some perspective on building business- to-business brands.
Read full articleWhether you’re managing your corporate brand, a strategic brand or a product brand, maintaining brand alignment within an organization is a key element in building the desired brand experience outside the organization. But keeping brands aligned internally presents ongoing challenges when employees come and go and the daily demands of running the business are top-of-mind for everyone, including the management team.
Read full articleWhen you consider all the points of engagement that carry your brand identity, and the cost associated with redesigning all of them, the idea of making the investment to redesign everything from your brand’s logo and visual identity to creating the necessary brand guidelines to enable consistent expression may seem like a monumental task. Additionally, you may suspect that a new brand name would serve you better, but you aren’t sure. Will it help you stand apart from the competition and help increase brand recognition?
Read full articleA visual identity system is a critical investment in your brand to build familiarity and recognition. You might be thinking, “What is it exactly, and why do I need one? Isn’t our logo enough?” Comprised of a color palette, typography, imagery—from photography to illustration—grids and graphics, a visual identity system gives your audiences cues to associate with your brand beyond the logo.
Read full articleWhen it comes to the term “rebranding” we’ve learned that there are about as many perspectives as there are marketers in this world. What we know for certain after focusing on brand identity development for more than 25 years is that in order to truly reposition a brand, the work MUST go far deeper than a short-term advertising or branding campaign.
Read full articleDuring the last recession, some brands slashed marketing budgets while others embarked upon brand revitalization efforts. When the economy rebounded, those companies who invested in their brands—Cargill, Boise Cascade and UPS, to name a few—were rewarded. We want to share a few thoughts on what it takes to build strong brands in tougher times. And yes, we believe it is possible, but does take leadership and ingenuity.
Read full articleIn tough economic times, companies are looking for more efficient ways to market themselves, make an impression and be memorable. Which seems to have a lot of people wondering, “Should I have a tagline?” To use or not to use, that is the question. Taglines can cement a brand in the mind of consumers and have greater staying power than likely imagined (a la Nike’s “Just do it.”), but, depending on your business, a tagline may or may not be appropriate.
Read full articleAs the world has become smaller through global expansion, we have seen and helped many organizations establish a consistent expression and common voice for their brand, worldwide. Organizations have relied on identity guidelines to reinforce the consistent use of their corporate logo or brandmark, but not always for their brand identity systems. This is changing.
Read full articleWe all know from personal experience the power word of mouth has. Maybe a rave review from a colleague convinced you to hire a particular supplier. Or a negative experience at a local restaurant caused you to tell your family and four neighbors not to go there. Or a positive interaction with a customer care representative motivated you to blog with fellow techies about a wireless provider’s great service.
Read full articleStrategic and discerning, identityWise® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.