20+ years of defining & designing brands.
Our experiences have become mantras for success. We view them as truths.
Brand Truth 1:9
Branding
is strategy.
It’s not creative brainstorming or a subjective activity. Your brand strategy animates your business strategy and is a clear plan to create meaning. It is the guide for design decisions.
Brand Truth 2:9
Design is not
a “like-fest.”
Design puts your brand strategy into action. It communicates the desired attributes and messages to your target audience in ways that are relevant and meaningful to them.
Brand Truth 3:9
It must be
easy to get.
If it is too complex for your team to understand, the organization will not adopt it. If it is too complex to be adopted internally, then your external audience will never understand it.
Brand Truth 4:9
Language
is important.
Sweat the details with language. The words, phrases, and tone of voice you use will go a long way in creating a lasting impression that builds brand meaning and equity.
Brand Truth 5:9
It takes
discipline.
Define the brand strategy. Strive for simplicity.
Execute design that is honest and relevant to your audience. Value consistency over change. Avoid distraction and all the Sparkle Ponies.
Brand Truth 6:9
You can’t
turn off branding.
You are branding whether you want to or not. People who encounter your brand are forming opinions – it is what they do. Every brand touchpoint is shaping their brand impression.
Brand Truth 7:9
Have a
competitive mindset.
Once you know what is important to you and your audience – it is time to execute. Every element is an opportunity to better manage impressions. It’s not the time for politics.
It’s business.
Brand Truth 8:9
It’s bigger
in your head.
Branding is about creating, controlling and managing perceptions. The aim is to have people paint a mental picture that drives their preferences. Resist burying them in facts and invest in engaging emotions.
Brand Truth 9:9
These truths
are universal.
These truths work for B2B, B2C, B2B2C, company, product, service and technology brands. It’s all branding. The principles of creating meaning are universal. Really.