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 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 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 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.