A BRAND’S VISUAL LANGUAGE INCLUDES:
A SUCCESSFUL BRAND WILL BE:
WHERE IS YOUR COMPANY AT IN IT’S BRAND JOURNEY?
As mentioned previously, the brand process can differ depending on what stage of the business life cycle your company is at. The process is the same in all cases, but there are particular considerations and opportunities unique to each stage.
If you are a start-up business, there will be a myriad of decisions all requiring your attention seemingly at the same time. However, branding not only provides enormous value to many areas of your business via the strategic process, but the exciting opportunity to build a successful and enduring brand from the ground up.
A brand re-fresh can be confused with a re-brand. Our definition of a re-fresh is where the company name remains the same, yet the brand requires a visual and structural overhaul. The logo in particular is a focus with a brand re-fresh and is generally required because it no longer communicates the correct message.
The decision to re-brand generally arises because a business has evolved and basically ‘outgrown’ it’s previous brand. The strategic process is quite similar to that of a start-up however, re-branding provides an additional logistical challenge. The company must continue to operate and have a carefully managed transitional plan for how their new brand is rolled-out.
No matter which ‘type’ of brand your company requires, it is essential to create management processes, systems and tools to ensure it’s integrity is maintained at all times. Remember, your brand is an asset and it must be cared and nurtured to retain it’s value.