Redesigning 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 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 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 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 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.