Issue 41

Beyond Consistency: A New Approach to Identity Standards

Strong 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 article
Issue 31

10 Critical Success Factors in Launching a New Brand Identity

Whether 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 article
Issue 47

Using Audits to Enhance Your Brand’s Performance

Once 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 article
Issue 53

Rebranding: Knowing When It’s Time

When 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 article
Issue 55

Visual Identity Systems: Why Your Brand Identity Needs More Than a Logo

A 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 article

About identityWise

Strategic 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.

This site uses cookies to enhance your experience.Privacy Policy.