There's more to branding than just a logo (a lot more!)

As a lot of my regular readers will know I’m passionate about company image and ensuring it remains consistent across the board. There’s no point in spending money on how your company looks if your brand is diluted due to the lack of any brand guidelines or design strategy.

On Wednesday I had a very interesting meeting with Diane Richardson. Diane trained as a Graphic Designer but now concentrates on Brand Strategy, Implementation and Change Management.

Diane has an impressive portfolio of clients. After putting the creative world to rights and sharing our recent design projects, we had an in-depth conversation on how branding is far bigger than just a logo, despite some businesses thinking otherwise.

Interestingly, both of our approaches to logo design and brand identity were fairly similar, starting with the business’ DNA rather than any graphical representations. Diane takes it to another level through process implementation.

When we think about how a brand is used, we instantly think about how it effects the look of any marketing collateral. This is a very high level way of thinking and as Diane explained, a change of brand, can be a small part of a much bigger project, maybe a corporate restructure, an acquisition, or simply a change in the organisation’s approach to doing business.

These type of activities often create the need for processes to change and the representation of your brand needs to run in conjunction with this. How the company is seen, whether that be through design, tone of voice, levels of management, social interactions or the way in which customers use certain resources or company assets all need to be considered.

So the next time you’re thinking of rebranding your business, don’t just consider the overall image. Think about the reasons why you need to complete the activity, who the audience is, why you want to rebrand and identify where you want to be and why. At this point you can consider whether there are any underlying factors that might affect the success of the project and if so, ensure these are addressed as part of the branding process. If this final stage is missed, there is an increased risk that the project will fail to develop the company as planned.

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