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.

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Issue 53

Redesigning Your Brand’s Identity: Knowing When It’s Time

When you consider all the items and products that carry your brand identity, the idea of making the investment to redesign your brand’s visual identity may seem like it’s the last thing you want to do. Yet many forge ahead and are glad they did. Why? A new image or updated identity system is often just the move that improves your brand's perception and increases your relevance in the marketplace. It helps you stand apart and lead.

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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.

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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.

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