Ideals are essential to a responsible branding process, regardless of the size of a company or the nature of a business. These ideals hold true whether you are launching an entrepreneurial venture, creating a new product or service, repositioning an existing brand, working on a merger, or creating a retail presence.
Functional criteria do not get to the heart of brand identity. There are over one million trade-marks registered with the Patent and Trademark Office. The basic questions are what makes one better than another and why? What are the essential characteristics of the most sustainable solutions? How do we define the best identities? These ideals are not about a certain aesthetic. Design excellence is a given.
Bold, memorable, and appropriate
Provides a consistent image of the company
Clearly communicates the company’s persona
Has enduring value
Works well across media and scale
A compelling vision by an effective, articulate, and passionate leader is the foundation and the inspiration for the best brands.
The best brands stand for something a big idea, a strategic position, a defined set of values, a voice that stands apart.
Authenticity is not possible without an organization having clarity about its market, positioning, value proposition, and competitive difference.
Whenever a customer experience a brand, it must feel familiar and have the desired effect. Consistency does not need to be rigid or limiting in order to feel like one company.
Brands always compete with one another within their business category, and at some level, compete with all brands that want our attention, our loyalty, and our money.
An effective brand positions a company for change and growth in the future. It supports an evolving marketing strategy.
Longevity is the ability to stay on course in a world in constant flux, characterized by future permutation that no one can predict.
Organizations need to actively manage their assets, including the brand name, trademarks, integrated sales and marketing systems, and standards.
Building awareness, increasing recognition, communicating uniqueness and quality, and expressing a competitive difference create measurable results.
This Article is Taken from Designing Brand Identity.
Written by Arshad. A