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Should Your Brand Identity Be Rigid or Fluid?

Back when I was first getting into the branding biz as a graphic designer, best practices insisted on a pretty rigid approach. A business should have one logo, one corporate color, one everything. And everything should be applied in exactly the same way, in every circumstance, every location. At the time, once a company was so branded, it was thought it would stay that way forever. Once it was done “right”, why should it ever have to be addressed again? Of course, times change, companies change and aesthetics change. So, of course, even legacy B2B brands like IBM and General Electric have, from time to time, adjusted their brand strategies. They’ve updated their corporate identities even more often. They do this to stay fresh and relevant in the eyes of their markets. Then, in the ‘80s, MTV introduced what would be known as the first identity “system”, one logo that was illustrated in countless ways. Breaking all the norms, MTV proved that a visual identity could be a living thing; it could change day to day and even have different moods. Today, many other visual identities are alive in that sense. There really are no rules anymore. That sets up an exciting environment for visual expression. But it’s one that can be damaging to many companies that aren’t prepared to manage the ensuing complexity.

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Topics: Identity

Formalize Your Brand’s Positioning Statement

Every business (or product, service, campaign, event, project, nonprofit, whatever) that needs to be marketed, has to do what it can to minimize competition and maximize income. This requires the organization in question to position itself properly within the vast landscape of brands that are out there. The world is full of other brands, competing, commanding attention, cluttering up the minds of buyers. In such a world, no brand can succeed for long if it is not positioned in a way that makes it most attractive to its best prospective customers while also putting its competition at a disadvantage. Proper positioning takes some effort. No one person can be in command of all the competing narratives in the world, so you can’t just trust your instincts alone. Every marketable asset needs a formal brand positioning statement.

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Topics: Positioning

What Is A Brand Strategy – Really?

Every business has a brand whether it wants one or not. Every business has a relationship to its market and that relationship is its brand. It’s partly a recognition thing. What does the business look like? What does it sound like? It’s partly a reputation thing. What is it known for? What does it stand for? It’s even partly a legal thing. What trademarks or copyrights does it own? Today, we think of it as a total experience thing. How does the market experience this business? How do the two parties relate to one another? How do people feel about this business? Most small- and middle-market business owners put very little time into thinking about their brand. They commission a logo design, launch a website and leave it at that. They let their brand grow wild from there without ever considering what it might grow into. Shrewd business owners, however, create a strategies for their brands. They decide how they want people to experience their business and they take steps to ensure that they do. They shape their relationship with the market and guide their business to a positioning that affords competitive advantage. The market leaders in every category do this. In large part, that’s why they became market leaders.

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Topics: Strategy

Change Is The Mother Of Brand Innovation

Q – How do you know when its time to consider making a change to your brand?

A – When there’s been a change in your business.

In point of fact, that’s not entirely true. There are actually quite a few different symptoms that could possibly indicate a branding problem. Symptoms like flattening sales or high employee turnover, among others. (All of these symptoms will be addressed in a future blog post.) However, when high turnover occurs, most businesses look elsewhere for answers. They almost never consider that a weak brand might be a significant contributing factor to the problem. But a change in the business itself? That is one time when management is likely to think about their brand. Because any significant change at all could have a serious knock-on effect. It could result in a change in company culture, a change in positioning, or some other important change in the way the business relates to its market. Let’s look a little closer at how change can affect your brand.

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Topics: Innovation

Choosing The Right Media For Your Brand.

You’ve determined your brand promise. You know your purpose, your mission, and your positioning. You’ve crafted the perfect brand strategy. You’ve got both your branding and marketing messaging squared away and ready to go. The only remaining question: What media will you use to reach out to your market? That’s going to be determined, in large part, by available budget and projected return on investment. But, these days, there are more options than ever, from pay-per-click ads to skywriting and everything in between.There are effective channels for even the most meager budgets. There are a couple of things to remember when drawing up your media plan. Like any other form of communication, marketing should be open, honest and regular. And it requires a certain amount of listening too. Let’s tackle that last point first.

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Topics: communication

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