BRANDS IDENTITY IDEAS

Ideas are essential to a responsible creative process regardless of the size of a company or the nature of a business. 

These ideas hold true weather the brand identity engagement is launching an entrepreneurial venture, creating a new product or service, repositioning a brand, working on a merger , or creating a retail presence.

The best identities advance a brand and under listed are the following functional criteria:

1. Bold, memorable and appropriate 

2. Immediately recognisable 

3. Provides a consistent image of the company

4. Clearly communicates the company's persona

4. Legally protectable 

5. Has enduring value

6. Works well across media and scale

7. Works both in black and white and in color.

Vision

A compelling vision by an effective articulate, and passionate leader is the foundation and inspiration for the best brands

Meaning

The best brands stand for something- a big idea, a strategic position, a define set of values, a voice that stands apart.

Authenticity

Authenticity is not possible without an organisation having clarity about its market, position, value preposition, and competitive difference.

Differentiation 

Brands always compete with each other within their business category and at some level, compete with all brands that want our attention, our loyalty and our money.

Durability

Durability is the ability to have 

Longitivity in a world in constant flux, characterised by future permutations that one  can't predict.

Coherence

Whenever a customer experiences a brand, it must feel similar and have the desired effect. Consistency does not need to be rigid or limiting in order to feel like one company.

Flexibility

An effective brand identity positions a company for change and growth in the future.

It supports an evolving marketing strategy.

Value

Build awareness, increasing recognition, communicating uniqueness and quality, and expressing a competitive difference create measurable results.

CUSTOMER EXPERIENCE

It is essential for the branding team to look up from the desktop and see the world through the eyes of the consumers

Shopping has become a subset to being entertained and engaged.

The next disciplinary seismic shift in branding is customer experience:

1. BUILDING LOYALTY

2. LIFELONG RELATIONSHIPS AT EACH POINT OF CONTACT.

The vast amount of purchasing choices is inspiring companies to enhance the brand experience to lure and keep customers. Every customer contact provides an opportunity to enhance an emotional connection. A good experience generates positive buzz; a bad experience becomes a lost opportunity sabotaging the brand.

EVEN THE MOST MUNDANE TRANSACTIONS CAN BE TURNED INTO A MEMORABLE EXPERIENCES.

Donovan/Green identified moments of truth for a hotel guest that ranged from sighting the hotel from the highway, walking into the front lobby, and glimpsing into the room. The firm viewed each touchpoint as an opportunity to create a memorable and positive experience to support the brand culture.

The art of being a retailer is to preserve the core while enhancing the experience. It is very hard to do and many people have lost their way.

Brands really need to push for reinvention and renewal and to extend things without diluting the core Essence of the brand.

Customers always achieve a sense of discovery when there is always something new to try.

That really is achievable if and only if brands engage their customers with a good yet memorable experience.