Working in the field of branding I realised many people
don’t know how branding works. They have unrealistic expectations regarding branding.
The most common mistake people make is to think that branding has short term results. It doesn’t.
Branding is a complex long term
Branding is not a visual system, as most people think. We need to stop thinking about branding
just in visual terms. Most people do that because that is the most obvious part of branding. But the real
branding that creates the true connection and relationship with the client is not visual. The true
branding is about what that product and that service stands for and makes a difference for the client.
The visual side of branding comes to better explain and present that difference to the target and
to make that brand recognisable in the sea of brands.
Branding is about consistency over
a long period of time
Branding is about consistency. But in the same time is about flexibility. You need to have a consistency
so the brand can form a coherent image in the customers mind but in the same time you need
to be flexible and move with the dynamic market trends.
Some brands are very rigid because their respective targets are rigid in thinking and expectations.
In this category we have low cost brands for simple people who don’t expect special benefits but
instead they expect predictability.
Some brands are very flexible because their targets expect them to be flexible (visually and otherwise).
For example brands for the young generation which became bored easily and need a dynamic brand
that can surprise them.
A logo is not a brand
I still see a lot of fascination with logos. And the explanation is simple. A logo is easy to understand and
to make. Almost any decent designer can make a good logo but to build a brand you need a visionary
marketing and management team with a plan for the next 10 years.
The logo and the overall visual identity of the brand are the most visible parts of the brand and they
have an important role in a crowded market but to build a brand you need a solution to create a bond
with the target, and the visual side cannot help you with that. You need a competitive benefit
of the brand, great products and services, a reliable quality over time and flexibility in innovation.
Design a visual identity with a brand
evolution in mind
When you design a brand identity you need to take in consideration that the respective identity is
a living organism. It needs to adapt to the brands design and communication needs but also
it has to stand the test of the brands future evolution. The respective identity needs to be simple
and flexible so it doesn’t restrict the brands expansion.