Investment in brand protects the investment in a business
Brand identity development is an investment that protects the actual investment that it stands for. Unfair as it may be, a significant investment into production, process, quality, property… can easily be compromised by improper visual and verbal communication. Just imagine a bad brand logo design on a great building. The values of your business are regretfully not visible until you communicate them using a language that your audiences understand. That said, experts in the area of strategic visual and verbal communication are a must — and their presence on the project launch/development is a guarantee that your users will notice you and identify themselves with your messages.
Brands need direction
All the aspects of a brand need to be on the same line and contribute to its look & feel. To be successful in future brand communication, we need to connect all the areas participating in the creation of a brand and make them work together seamlessly.
Brand direction includes overall design direction based on the strategic guidelines and results in an integrated brand style visible in all areas, from visual and verbal communication to ambient, conduct, uniforms, signage…
— Unfair as it may be, an investment into production, process, quality, property… can easily be compromised by improper visual and verbal communication.
And what about brand management?
Finally, when you launch your brand, you will have to go on managing it. Your new brand has a character that has been mindfully developed to suit the nature of your business and your own values, relevance to address the needs of your users; and it has something to say and offer, making the world a bit better place. Its style is clearly articulated and there is a dedicated team that supports you in the implementation of the new set of tools that you have at hand.
If so, you will step by step be able to take over the complete brand management and keep control over the new long-term asset you have just created.
The first stages of setting up the brand, if done right, will make your life easier in the years to come.
— The first stages of setting up the brand, if done right, will make your life easier in the years to come.
Design & strategy as the core of the brand direction
Both designers and strategists think about the WHYs and not only the HOWs of a project. The combination of integrated design and strategic thinking in the centre of the branding process gives guidance to all other participants, keeping them on the right track and ensuring the right look & feel of the overall result.